The Importance of Watermarking Your Jewelry Photographs

Jewelry can be so easy to copy; some swindling entrepreneurs attend trade shows just to peep other designers’ works. Then, they decide how they can manufacture the designs with cheaper materials. Ultimately, they try to sell their knock-off pieces at lower prices.

Even worse, many consumers don’t understand the true value of diamonds, precious metals, and skilled craftsmanship, so they can’t comprehend why one skilled designer who sources high-quality materials charges so much more money than a shady pop-up shop that’s making the same style in base metal and glass stones.

The more time I spend on Instagram, the more I realize that many accounts simply steal photos from true jewelry designers’ accounts without giving proper attribution. Overall, I don’t support reposting content on Instagram – not only is reposted content boring, but it also demonstrates a lack of creativity. Even worse, when the original poster isn’t credited, the practice of reposting is downright despicable and ultimately won’t help the reposter’s reputation.

So how can you, as a talented and creative jewelry designer or retailer, ensure that no one steals your photos? Surely, you don’t have time to monitor who’s copying or ripping off your work. Well, you can watermark your photographs and/or make sure that your name or logo is incorporated into every image.

What’s a watermark? It’s an image or text on your photograph that deters other people from copying your photo and claiming it as their own. If you position the watermark effectively, someone will have to do more Photoshop work that it’s worth to remove a watermark.

Not only will a watermark protect your designs and beautiful photographs (though it’s not a foolproof method of protection), it will also build brand awareness. Your current followers and new potential customers who are discovering your website and/or social media accounts will begin to associate your images with your logo and name.

How can you add watermarks to your photos without ruining the integrity of your image?

  • Hire your original logo designer to create a watermark version of your logo and ask him or her to teach your how to add the watermark to your images. If you designed your own logo, read how to make a transparent version of it, which you’ll be able to add as a new layer to any image.
  • Download a watermarking app like iWatermark for iPhone and iPad or check out this list of the seven best watermark apps for Android.
  • If you don’t like the idea of adding a watermark to your images, consider posting photos of your jewelry alongside or in packaging that has your logo or name on it.

Have your images or designs ever been stolen by a shady jewelry-related social media account or even a cheap copy-cat manufacturer? What actions did you take to remedy the situation? Do you currently use watermarks or other identifiers in your images? Please share in the comments below.

Featured photo by John Goode

5 Tips for Marketing Your Etsy Jewelry Store

I love Etsy, the online marketplace for handmade goods. When I’m looking for something unique at an affordable price point, I know I’ll be able to find the perfect item, made with love, on Etsy.

I’ve purchased lots of jewelry and findings on Etsy: a custom copper pendant that I incorporated into a bracelet; a faceted tourmaline stone; mint green glass stud earrings; a sterling silver locket; and a small silver charm.

As a jewelry marketing specialist who also loves and admires Etsy, I have many ideas about how jewelry designers and artisans can increase their presence on Etsy and direct customers to their Etsy pages. Are you an Etsy vendor who’s struggling to get their jewelry products seen by ideal customers?

Below are five suggestions that will help you distinguish yourself from the competition, establish you as a professional, and boost visibility for your jewelry.

1. Experiment with new versions of product photography. If you take your own photos, try taking different versions for the same product: different color/texture background, new angles, and various types of light.

Then, conduct your own marketing focus group and ask a trusted group of friend or loyal customers which photos they like the best and think are the most effective for selling the product. The photos that you like the best might not be the best ones for attracting customers.

2. Showcase your items on your own proprietary website. Don’t only showcase your items on your Etsy store page! Establish yourself as a true professional by embedding your Etsy store into your own proprietary website with a branded URL address like “”

If you already have a website but aren’t technically savvy, you can consult a web developer for assistance regarding Etsy integration. If use WordPress or want to use WordPress to create your own website, you’ll find lots of help online. Check out “Building Your Own Etsy Store with WordPress” and “How to Integrate Your Etsy Shop into Your WordPress Website….”

3. Don’t autotweet your listings! I’m always rolling eyes at the number of Twitter accounts run that are simply a collection of automated tweets about new Etsy product listings. The tweets lack imagination and engagement – they’re basically bland advertisements for every product, and very few customers are going to be motivated by a canned promotion.

Instead, say something creative about your products. Feature them in a new way or offer some exclusive content (a video, a new photo) that isn’t already located on the Etsy product description page. Interact with your followers and play down the attachment to Etsy. Etsy should simply be the engine running your business, not the focus of it.

4. Keep in touch with past and potential customers. Opt your customers into an e-mail marketing list and send out regular updates about your shop like special promotions, new products, product spotlights, in-person events and appearances, etc. Note: you can’t simply add your customers to your e-mail list – they have to agree to be there! But you can let people know about your e-mail list by writing about it on your website or blog or adding a link to it on your seller “about” page. Here are some additional tips.

5. Partner with fashion/accessory bloggers and influencers. Find the bloggers and social media influencers you think would most enjoy your products and reach out to them. Tell them about your product and ask them if they’d appreciate a complimentary gift. You can also trade with other fashion/accessories Etsy vendors and feature their work on your social media accounts and/or blog. This way, your potential customers can see your products featured on real people and, in turn, imagine themselves wearing the jewelry.

Are you a successful Etsy jewelry seller? What techniques have you used to boost your Etsy business?

How a Jewelry Brand Can Avoid Spending Money on Advertising

These days, most jewelry designers work on a shoestring budget, reinvesting whatever profit they make into creating new pieces for their collections. Furthermore, jewelry store owners are wary of spending money on advertising because they can’t predict its effectiveness and what its return on investment will be.

Through advertising in the late 1940s, diamond brand DeBeers coined the phrase “A Diamond Is Forever.” Their ads dramatically changed the course of the bridal jewelry industry. But today’s consumers have more choices, and they’re happy to exercise their freedom of choice. As a result, they’re not as singlemindedly swayed by a brilliant ad slogan.

In general, unless you’re a jewelry brand with a dedicated budget for advertising (money you won’t miss by allocating it solely for advertising), you shouldn’t try to scrape together money you might need for something else.

You’re probably scratching your head and wondering: How, in this day and age, can I put myself in front of potential customers without shouting over my competitors? Don’t I need to buy expensive, fancy advertising to legitimize myself? 

The answer is: definitely not, at least not at the beginning. Have you ever heard of a brand called “Starbucks”? Let me tell you how they were able to do it so that you can follow their example.

Starbucks is a successful, global brand that was founded in 1971 and didn’t start advertising on television until 1997. I can still remember feeling stunned when I saw a Starbucks TV commercial for the first time because I was so used to NOT seeing them on TV and so used to them just being there. Everywhere.

Sure, Starbucks’ competitors like Dunkin’ Donuts have had success with more traditional advertising campaigns in print, on the radio, and on television; I’m not trying to convince you that advertising is a terrible strategy for increasing brand awareness. What I’m trying to say is that you don’t have to spend the money until you have it.

While born in 1971, Starbucks could be seen as belonging to the club of whole-experience brands exemplified by companies that launched or came of age after the digital revolution—think Google and Zappos. These are companies known for product, customer service, overall ethos and voice, and whose brands aren’t heavily associated with advertising. As a brand built more on a word-of-mouth approach, your Starbucks associations are more likely tied to its staff, its stores, and its products than its ads. – Fast Company

How did Starbucks get away with not advertising for so long and still grow the brand at a rapid pace?

They focused instead on building a solid brand with all the qualities mentioned in the Fast Company quote above: a desirable product with consistency across all store locations, exceptional customer service, and an identifiable and distinct image supported by an unwavering mission. No amount of glossy, high-budget advertising can convince a customer to become a loyal fan of a brand that lacks any of the aforementioned qualities.

Follow Starbucks’ example by working on the following:

Product development: Make sure your jewelry is wearable and desirable. Revise your designs and inventory until they match the image you want to portray to customers. Offer a quality product that will make potential customers drool and inspire them to add your jewelry to their wish lists.

Customer service: In most cases, jewelry is not an insignificant purchase, and customers want to feel like the seller actually cares about his or her dollar. Focus on hiring the best and most talented customer service associates and standardize the process of handling customer complaints and issues. Be aware of how your customers are feeling and do everything you can to keep them happy.

Company mission and brand voice: Define yourself and be sure that everything you make public – your products, your photos, your written communications, your conversations with customers and business partners – matches that definition. The same way that you can anticipate your experience no matter what Starbucks you enter, anywhere in the world, your brand should be that predictable, but never in a boring way.

What will you earn as a result? You’ll develop a solid brand that will thrive on word-of-mouth marketing from satisfied customers. Your products will also easily lend themselves to social media marketing (free!) because they’ll have a clearly defined focus with an obvious story attached to them.

When you’ve grown your business and finally have the budget for more traditional advertising, you will have done the difficult work of thinking through the image you want to project to customers. As a result, you’ll have a more clear vision of how you want to present your brand visually and be able to communicate that vision to advertising agencies or third-party collaborators.

Have you spent money on advertising? What was the result?

Featured photo by Sam valadi

The Role of “Curation” in Jewelry Marketing

Most shoppers crave a point of view; they want to understand how an article of clothing or a piece of jewelry like a bold necklace can fit into their lives and how they should wear those items. Otherwise, they’d be overwhelmed by too many choices.

At the height of print media, fashion magazine editors were the style curators, showcasing clothing and accessories they loved and that matched their publication’s aesthetic.

These days, anyone can curate a digital fashion and accessories collection based on categories like season, color, mood, and occasion. Pinterest and Polyvore, among other tools, allow anyone with an Internet connection to showcase a point of view.

Instead of shopping in a brick-and-mortar retail store, we might shop an Instagram post styled by a highly trafficked fashion blogger.

As a jewelry brand, you may find that some bloggers and social media users will add your pieces to their own curated Pinterest boards. Why not follow their lead and curate your own merchandise by organizing your jewelry offerings into manageable and “shoppable” collections?

Too often, I see jewelry stores with displays that lack focus. Most jewelers, especially those who sell bridal jewelry, cast as wide a net as possible when it comes to merchandising. Who can blame them? They believe the more styles they offer, the more customers they’ll attract. In reality, the lack of focus is overwhelming.

Online, the issue seems to be even more widespread. No physical jewelry case is limiting any one retailer from posting as many products as possible. The temptation to sell everything may be great, but marketing your curated jewelry brand will always win as the most effective strategy.

As an example, let’s view the Tiffany & Co. e-commerce website. In the “Engagement Ring” category, a user can shop by style or by collection. The collections have names like “Harmony” and “Soleste” and are divided into manageable groups that have been curated by a common design element like a pave diamond shank.

Someone who hasn’t done much engagement ring shopping or “dreaming” might not know where to begin in terms of style, but the person might have a positive visceral response to a collection’s overall mood. A collection can help focus and alleviate the anxiety of the subsequent buying decision.

Furthermore, creating collections within your brand’s jewelry inventory allows you to tell a story about your merchandise. In the highly competitive world of e-commerce retail, where you may never meet your customers face to face, you must distinguish yourself with a story that contains strong emotional elements.

When you curate your own collection, you can assign it and the items within it, names, and the product descriptions can be more than a simple rundown of the technical details. Instead, the item can become a character in the larger story of the collection.

Do you already use collections as part of your jewelry marketing strategy? If so, how do you decide which items to group together in a collection? Do you tell a visual and/or written story about the collection? Comment below with your thoughts.

Featured photo by Barta IV

Should a Jewelry Brand Buy Followers and Likes?

Recently, I had the chance to meet my new friend Jilienne – jewelry connoisseur and jewelry marketing/PR extraordinaire – for coffee, and we chatted about social media marketing for jewelry brands.

At some point, a stranger interrupted our conversation and added his thoughts about buying likes (and taking “desperate selfies,” but that’s a topic for another post). Apparently, the stranger is a social media marketing expert, so he’s always trying to talk clients out of buying likes.

If you’re not aware of the practice, anyone with as little as $3 can buy likes for Facebook, Twitter, and Instagram. These days, likes can be purchased in bulk from companies that generate very believable-looking accounts with real profile photos and descriptions. In some cases, likes come from real people in other countries. A simple Google search and a credit card number can get you as many likes as your heart desires.

Buying likes can be tempting, especially for brands that are just beginning their social media journey and are having trouble gaining traction. Most days, social media can feel like a popularity contest. And no one can deny the theory of “social proof,” which posits that brands with more likes generate even more likes.

If it’s so easy to buy likes, why shouldn’t you buy likes? Here are three reasons: 

1. Social media shouldn’t be a popularity contest. Instead, media like Facebook, Twitter, and Instagram should encourage engagement and interaction. And bots won’t interact with brands or buy their products.

The stranger who interrupted the conversation I was having with Jilienne made a great point: if you’re an actor or model who needs to prove”social worth” to an agent, then maybe buying likes will work in your favor: on the surface, you’ll appear popular and well liked. However, if you’re a brand interested in using social media to generate a loyal following, then buying likes definitely won’t work for you.

2. The metric that should matter to you – your engagement rate – will suffer. Social media marketing experts don’t necessarily worry about likes; they worry about ratios.

Let’s pretend that you have a million followers, and 1,000 people like your photo. A thousand like might seem impressive, but why aren’t your other 999,000 followers also participating? Why aren’t they liking your photo? Given the likes-to-follower ratio, 1,000 likes isn’t impressive at all.

According to Socialdraft, a healthy engagement rate is about 4 to 12%. They use the following formula to determine rate of engagement:

Engagement rate = # of likes + # of comments / # of followers x 100

Personally, I would say that a 10% rate of engagement is fantastic and should be your goal for every post. If you’re buying followers, you likely won’t achieve this ratio, and if you’re buying likes, you’ll be spending lots of money to maintain a “healthy” albeit fake rate of engagement for every post.

3. Your notifications feeds will eventually start to annoy you. I’ve noticed that fake followers tend to leave spammy comments, which damage the appearance and reputation of your posts.

Reading those spammy comments and being bombarded with likes by boring, fake profiles gets old after a while. Managing a social media account with fake followers and likes can be a lonely practice. The fun of social media is connecting with new people and moving that connection from digital to analog as swiftly as possible. Here’s a fun fact: Jilienne and I met on Twitter! Real engagement is possible and exciting.

Have you ever bought followers? If so, did you have a positive or negative experience? If not, would you ever consider buying followers?

Featured photo by genibee

How to Host a Blogger Event for Your Jewelry Brand or Store

Maybe you’re a jewelry designer or brand who’s been wary of spending money on traditional advertising. You’re not sure if you’ll receive a return on your investment.

I don’t blame you – some of the ad industry’s most vocal critics believe that “selling” is no longer an effective strategy and that, instead, creating entertaining and engaging content is a preferred method for generating brand interest and loyalty. However, you might not be sure how to generate buzz in a unique way that will be seen and heard by your targeted audience.

In this post, I’ll explain why you should consider hosting a blogger or influencer event for your jewelry brand or store and also how you can execute it successfully.

Understanding Bloggers/Influencers

I’ve been thinking about how this new era of product-driven content created by fashion bloggers and influencers compares with content published by “gatekeepers” in print fashion magazines. If you read a fashion magazine, you can very clearly distinguish between sponsored content and public-relations-fueled magazine journalism: for example, jewelry worn by a celebrity in a red-carpet photo or a product mention in a round up of on-trend engagement rings.

Which do you trust more – an advertisement or a non-sponsored recommendation?

These days, brands are frequently approaching highly-trafficked bloggers and social media influencers with hundreds of thousands to millions of followers. If an influencer agrees to collaborate with a brand, he or she will receive free products, services and/or payment in exchange for exposure: a sponsored blog post, a hosted giveaway, or prominent product placement in a photo or video.

The Federal Trade Commission (FTC) doesn’t necessarily monitor bloggers, but they do strongly recommend that bloggers and other digital influencers disclose sponsored content to uphold “truth in advertising.”

Finding Bloggers and Influencers to Invite

At this point, you’re probably wondering, who are these magical unicorns making a living by photographing themselves wearing beautiful items that companies send them for free?

With a small time investment and some free tools, you can find the influencers in your niche, whether that be bridal jewelry or vintage brooches. You can see who they’re wearing and what brands are paying them to be spokespeople.

Here are some tools I like to use (all have free versions or free trials) to find influencers:

Followerwork: With Followerwonk, you can search Twitter bios and timelines for keywords related to your niche and then sort results based on how many Twitter followers the user has. More Twitter followers usually (but not always) means the person is influential in his or her field.

Buzzsumo: Type any keyword, and your results (limited with free version) will include a list of influencers in that field.

Bluenod: Bluenod is a very visual platform that displays influencers based on connections and number of followers. Results are presented in a web format that displays a community revolving around your chosen niche and the most influential people within it.

Or, you can simply try a few Google searches to find new blogs.

Why Should You Consider Hosting a Blogger/Influencer Event?

The most influential bloggers and social media stars write about products like it’s their day job – because for many of them it is. They’ve become accustomed to companies approaching them, and they often execute their content in a predetermined format to satisfy their contract terms. Furthermore, readers become accustomed to the sponsored nature of the content, and that content may, over time, cease to influence buying decisions.

Furthermore, these days nearly every blog post, Instagram photo, or tweet by a highly influential fashion blogger has most likely been funded in some way by a clothing or accessories brand. Customers might see a sponsored post and think, “Oh, that necklace is cute,” but chances are that they won’t remember the brand, unless they go out of the way to read the caption and click through some links. Unless the influencer is an official and exclusive spokesperson for a brand, that brand’s product might only appear once or twice among hundreds of posts.

Here’s an idea: what if a blogger or influencer found herself excited and genuinely enthusiastic about sharing her thoughts in regard to your brand because you provided him or her with a unique, unforgettable experience?

Talented and skilled public relations experts strive to surprise and delight influencers by sending samples, hosting events, following up, speaking their brand’s language, and striving ultimately for product placement without spending any more money than the cost of samples and party incidentals.

Approaching brand development with a public relations mindset and making relationship building your goal will excite influencers and help you create long-lasting connections with raving fans who’ll most likely stick around for a while.

Plan Your Event

Now that you’ve found some influencers you’d like at your event, you need to invite them. When you reach out to your designated bloggers/influencers, definitely personalize the e-mail message by noting why you’ve chosen this particular person and emphasizing what he/she will gain from the experience. Be specific and courteous.

Next, you’ll need to decide what form the party will take: will it happen at a physical location or virtually? If all your influencers live within traveling distance of your physical showroom or chosen event space, you can host them individually or as a group! During the planning process, you’ll want to constantly ask yourself: What will the influencer gain from this experience that will make it worth the time?

Bottega Louie
Influencer Thanks Brand for Goodie Bag on Snapchat

When it comes to planning a physical event, the sky’s the limit, but here are some tips to consider:

  • Provide a VIP experience, whatever that means in regard to your brand
  • Pay or reimburse for transportation
  • Give a special gift, whether that be free product or something special related to your brand
  • Create a photo-op-worthy space, so that your influencer can’t help but take photos of your event and share them online
  • Visit a local craft store (with coupons) to search for interesting props and gift-bag accessories
  • Follow up with a generous “thank you”

Planning a digital event is more challenging than planning a physical one because some bloggers and influencers might wonder why you’re inviting them to an “event” rather than simply paying them to produce content.

However, a few intrigued influencers might choose to participate in your digital event for the novelty and fun of it. Here are some ideas for planning a digital event:

  • Send more than one influencer free product and host an Instagram styling contest
  • Ask them to preview new products and provide exclusive feedback – tech companies that launch new apps do this all the time!
  • Create a contest and invite them to help you design a new product or feature that will ultimately bear their name

Set Realistic Expectations

When hosting a blogger/influencer event for your jewelry brand, you need to remember: set realistic expectations. You’ll be investing time in preparing for your event, but you can’t expect all your guests to be enchanted by your brand or feature you in some way on their digital channels.

The only way you can guarantee exposure is by paying the blogger or influencer to generate content about you.

Regardless, a blogger event can be the first step in creating long-term relationships with talented, well-respected individuals who take notice of how much you want to please your potential customers. A relationship created at one of these events can lead to a long-term partnership that might transcend one a blogger forms with a brand that hasn’t gone to such great lengths to charm and impress.

So What Can You Expect?

Twitter Feed
Influential Blogger Retweeted Client’s Blog Post

Results will definitely vary. Recently, I hosted an influential fashion blogger for one of my clients. Our goal was to make her feel like a princess for a day, and the result was that she shared numerous photos and videos from her visit on her Snapchat account.

Furthermore, after the event, we published a blog post on my client’s blog about the blogger’s visit. The post contained photos we took during her visit, and it explained why my client was so excited to host her and show her jewelry.

Overall, I believe the post added to my client’s image, which is built on hospitality and customer care. In addition, we were able to use that content for our social media channels, and the blogger retweeted our post to her Twitter followers.

The majority of bloggers and social media influencers are very professional and absolutely deserve to be paid for their work. However, you can also create relationships with these talented individuals without immediately offering them money. At the end of the day, the influencers in your niche are potential customers too.

Have you ever hosted this type of event before? If not, what type of event could you imagine hosting for your jewelry brand or store?

Using Twitter Advanced Search and Hashtags in a Jewelry Marketing Strategy

Joining Twitter or trying to find Twitter followers can be an intimidating task. Some brands that have been using Twitter since it was launched in 2006 have had a decade to cultivate a following, while others amass followers simply because they’re already popular and well known outside of social media.

Is being overwhelmed or confused by Twitter preventing you from leveraging it? In my previous post, I discussed the top three mistakes that jewelry brands make when using Twitter. However, this week, I’d like to teach you how to make use of Twitter’s Advanced Search function and hashtags.

Why am I focusing so intensely on Twitter? Well, to be honest, I’ve been focusing a lot of effort on a client’s Twitter account, so I’ve been immersed in Twitter strategies over the past couple of weeks. Using Twitter advanced search and hashtags, I’ve been able to clean up my client’s account, which had barely been used for months, and build a Twitter feed that lends itself to interaction.

Before you try the strategies I discuss in my post, I would recommend you “clean up” who you follow on Twitter, for two important reasons.

  1. You want to make sure that everyone you follow is still active on Twitter and that you’re not following abandoned accounts.
  2. You want to make sure that everyone you follow on Twitter shares content that’s useful to you and that you could potentially respond to and share.

How do you clean up a Twitter account?

My favorite method is with ManageFlitter, a browser-based tool that allows the user to bulk unfollow Twitter users. The free version of ManageFlitter provides 100 unfollows per day, which will or won’t be enough for you depending on how many people you follow.

Once I log into ManageFlitter with my Twitter account, I unfollow inactive users and then I review my “Not Following Back” list. I ask myself if every user who doesn’t follow me back shares valuable enough information that I don’t mind very little potential interaction. Usually, I limit this limit list so that it includes major players or media outlets.

Twitter Advanced Search
Twitter Advanced Search screenshot

Twitter Advanced Search (and a Third-Party Tool)

Now that you’ve primed your Twitter account for growth, you need to start finding new users to follow who will hopefully follow you back and lead to fruitful interactions. To find new users, you can start with Twitter Advanced Search.

Advanced Search will allow you to search for words and phrases in other users’ tweets. It will also help you define a target by entering a specific location or time period for the tweet.

With Twitter’s Advanced Search, you’re not necessarily seeking customers. You’re also seeking parallel content or content related to your business and industry, so that your timeline will be full of interesting items to retweet. You want to follow users who will inspire you to reply and share.

For example, my client is located in Downtown Los Angeles and specializes in bridal jewelry. As a result, I follow these types of accounts: Downtown Los Angeles events and culture, wedding planners, honeymoon destinations, Los Angeles hot spots like restaurants and bars, wedding venues, wedding service providers like photographers, wedding dress designers, and even other jewelry brands that specialize in other types of jewelry.

In addition to using Twitter Advanced Search, I also use one third-party tool called Followerwork. The free version helps users find and connect with Twitter influencers. You can search by keywords in Twitter bios, by location, and by minimum and maximum followers and following. What I like about Followerwonk is that I can sort my list by how many users the account follows. Sometimes I only want to follow users with a small following list or balanced follower/following ratio because I feel like they’ll be more likely to interact with me.

Twitter Hashtags

Most social media users understand that including a hashtag in a tweet or Instagram post will increase the post’s visibility because other users can search for those hashtags and then find the post.

However, you can also find new users to follow by knowing the most popular hashtags in your niche, especially the ones that generate a conversation among users, and then search for them using regular Twitter search.

In my quest to refresh my client’s Twitter account, I decided I wanted the account to follow more wedding-related accounts. I Googled “most popular wedding hashtags” and found a few lists that I explored and tested. I discovered some popular hashtags: #weddinghour, #weddingwednesday, and #weddingday.

When I search for a hashtag, I usually sort the results by clicking “Live” at the top of the page. “Live” will provide a real-time feed of everyone who’s using that hashtag. The advantage of the “Live” feed is that it guarantees the users displayed are active Twitter accounts.

From there, I simply click tweets that appear interesting and genuine (I usually open them in a new tab or window, so I don’t lose my place), and then I decide if the user looks like someone I’d like to follow.

Hashtags and Twitter Chats

Let’s take this one step further: some hashtags are used as prompts for Twitter chats. For example, #weddingwednesday is considered a Twitter chat because it encourages users to add the hashtag to wedding-related tweets every Wednesday. It creates a virtual meeting place for all users who want to participate.

To join a Twitter chat, you first need to find one that’s related to your specific jewelry niche. Google is a great way to find lists of Twitter chats. Many of them happen at a predetermined time every week, and you can join a conversation and interact with other users by watching the live hashtag feed.

Now, decide what you’d like to see in your Twitter feed and how you’ll leverage the new content to increase your interactions and followers. Do you think these techniques will add to your jewelry digital marketing strategy?

Featured photo by Petit Louis

Top 3 Twitter Mistakes in Jewelry Marketing Efforts

As someone who spends a fair amount of time using Twitter to search for jewelry designers and retailers, I’ve read hundreds of feeds and have seen many approaches to using Twitter for business.

You might feel confused by Twitter, and maybe you’re not sure how to plan a Twitter social media strategy. In this post, I’m going to share three mistakes that jewelry designers and retailers make on Twitter, why these mistakes can sabotage a social media marketing strategy, and how you can avoid making these same mistakes.

In order to use Twitter effectively, you do need to spend time with it daily: about 30 minutes. As someone who manages more than one Twitter account, I try to make posting and interacting fun, and I do it during down time, like when I’m riding my indoor exercise bike!

Your ultimate goal during those 30 minutes is to post interesting content that captures your brand’s voice and to interact and engage with other Twitter users. Few rules exist (you have license to be fully creative), but you should avoid the following Twitter mistakes:

1. Inconsistent posting schedule: Personally, I avoid following Twitter accounts that haven’t posted in more than a week, and I definitely won’t follow an account that hasn’t posted for a month or more. Why would I waste a follow on someone who doesn’t seem to enjoy participating? Furthermore, I can’t expect that account to follow me back if the person managing the account is hardly ever viewing the timeline.

I use the phrase “posting schedule” because it does help to maintain some sort of schedule, especially when you’re maintaining an account for business. By visiting Twitter at the same time each day, you’ll get in the habit of looking at your feed and engaging with other accounts. You should also try to stagger your postings (you can schedule tweets with a service like Hootsuite) so that you remain visible in your followers’ timelines.

2. Keeping to yourself: Too often I see Twitter accounts that simply tweet links to articles, product photos and promos, or information about the brand. However, the accounts never interact with any other user, and the person managing the account never retweets other posted content.

I tend to avoid following accounts that keep to themselves because I can be fairly certain that they will never interact with me. And that’s no fun! I want to meet and connect with people on Twitter, and you should want that too.

3. Using Twitter exclusively as a reposting service for your other social media accounts: Many social media account managers link other accounts – like Instagram and Facebook – so that the media they post on those platforms automatically posts to Twitter. In general, cross-posting media is a positive action that can encourage you followers from one social media platform to follow you on another social media platform.

However, too often I notice that one account’s feed is simply a reposting of Instagram photos. I definitely won’t follow accounts with feeds made exclusively of Instagram and Facebook reposts because I can be very certain that the account manager isn’t even checking the brand’s Twitter account. As a result, he or she is not interacting with anyone.

Have you been guilty of any of the above Twitter mistakes in your jewelry marketing campaign? Have you seen any other brands committing terrible Twitter mistakes?

How Superstition Can Guide Your Jewelry Marketing Strategies

Black cats, Friday the 13th, or walking under a ladder may produce negative outcomes. On the other hand, an itchy palm, a four-leaf clover, or a heads-up penny can inspire something favorable, depending on who you ask. Either way, all are examples of superstitions. What are some that you believe?

I recently stumbled upon an article that made me reconsider the role of superstitions as they relate to jewelry marketing. In “Understanding superstition could get you a great deal on an engagement ring,” the author provides consumers with advice about how they might be able to score a bargain by using logic and capitalizing on other people’s emotion-driven superstitions.

But I’m more interested in how jewelry retailers can provide better products and services based on their potential customers’ most stubborn (and often inevitable) convictions. In this post, I’d like to make you aware how some customers’ superstitions might impact their willingness to buy your jewelry.

Researcher Anne Bowers studied nearly 15,000 rings on eBay and then conducted her own experiment with a simple engagement ring that she auctioned in three separate listings, with different histories.

In one description, she stated, “Due to a divorce, I am auctioning this gorgeous .70 carat diamond ring…Since my ex and I split up I don’t wear it anymore, but someone else should!” In another she claimed “I am still happily married—I am selling the ring because I prefer to wear only a wedding band because I work with my hands.” In the third, the “seller” was simply a store with an overstock of new rings.

The ring from the “divorce” sold for $550, while the ring from the “marriage” sold for $740, and the ring from the “store” sold for $820. Are you surprised? I certainly wasn’t. We attach so much emotional weight to jewelry that an accompanying negative history might affect a ring’s value as much physical damage to it.

If you’re a jewelry retailer selling products that contain recycled or pre-owned elements, always emphasize a story that will overpower the superstition. These days, environmentally-conscious consumers are seeking jewelry made from recycled elements like reclaimed diamonds and repurposed gold and platinum.

Though it’s important for you to disclose the recycled nature of these materials, you don’t have to focus on “ghost” part of the story. Instead, stress the environmental benefits rather than dwelling on the energy from owners past.

Innovative bridal jewelry retailer Brilliant Earth is the first Google search result for “recycled diamonds and gold,” and the copywriting on their Recycled Gold information page is…brilliant: “Dirty gold mining has a history of civil war, labor abuses, and environmental devastation.” They’re able to turn the reader’s attention away from the emotional baggage of recycled gold by directing the focus on the history of the gold mining industry.

But superstitions don’t just apply to pre-owned jewelry. 

Pay attention to numbers. In 2013, the Harvard Business Review published an interesting piece about “bad-luck numbers” and how they might cause a customer to have second-thoughts about purchasing an item from your business. Avoid “cursed” numbers like 13 and 666 in pricing, addresses, product descriptions, and phone numbers.

Designate your own lucky charm. You don’t literally need to sell charms in order to try this tactic. Maybe one of your pieces means something special to you or was inspired by a unique moment in your life. Pass that energy along to your customers by setting that piece apart with its own story.

I always remember a bead store I once visited outside of Chicago, where the owner sold astrology-inspired beaded jewelry. Each piece was hand-infused with an intention during a very specific time of day, according to astrological charts, which the owner had studied.

Encourage the customer feel like it’s “meant to be.” I’m personally more inclined to make a purchase, especially an impulse purchase, when I feel like it’s “meant to be,” or that the item has found me in some way.

The right side of my brain knows that this is silly. Rationally, I know the “meant to be” feeling is a result of a welcoming and personalized shopping experience. The retailer has gone to great lengths to understand the target customer and to tailor every aspect of that shopping experience to what that customer would enjoy and appreciate. Think about how you can make your customer feel like she + your jewelry = something she can’t possibly ignore.

Whether or not you’re superstitious, you have to respect and honor the fact that many people do believe in superstitions. Have you encountered superstitious customers, and what have you done to counter their fears and hesitations?

Featured photo by Chris Yarzab

Boomerang and Instagram Video in Social Media Marketing for Jewelry

One of the most difficult aspects of photographing jewelry is capturing its “sparkle,” especially the brilliance, fire, and scintillation of a beautiful diamond. In the jewelry industry, sharing a beautiful product photo on your website or via your social media accounts is the most effective way to entice a customer who isn’t able to see your jewelry in person.

Product photography could well be the single most important design aspect of any e-commerce website. – Smashing Magazine

If you’re a jewelry designer or jewelry business owner who has ever tried photographing your jewelry yourself, without outsourcing it to a professional, you probably know that producing the perfect product photo requires ideal light, proper equipment, lots of trial and error, and more than a basic knowledge of Photoshop.

If you don’t have time to learn how to photograph jewelry, or you can’t afford to hire a jewelry photographer, don’t worry: you do have other options, especially when it comes to posting on Instagram.

What most people know about Instagram is that it’s a social media platform where users can share square-shaped photos altered with filters. Many jewelry brands have been very successful with sharing still photos on Instagram.

Check out #showmeyourrings for some examples of rings on Instagram.

But lately, I’ve been noticing that many jewelry brands are incorporating Boomerang and video into their regular, still Instagram postings. What are Boomerang and Instagram video, you ask? First, you should be aware that Instagram will, by default, display video “views” rather than “likes.” To see actual likes, just click the number of views for more information.

Boomerang: In late 2015, Instagram announced the launch of Boomerang, an app that allows users to create a one-second mini video from a quick burst of photos.

Below is an example of a Boomerang for a double-halo diamond engagement ring.

Check out the sparkle on this cushion-cut, double halo ring! How many heads do you think you’d turn?

A video posted by DIAMOND MANSION (@diamondmansion) on

Instagram video: In 2013, Instagram launched a video feature that allows users to post 15-second videos, which can then be altered with one of Instagram’s filters.

Below is an example of an Instagram video featuring multiple ring stacks.

Boomerang vs. Instagram Video

You might think that not much can happen in a second, but one second could be just the right amount of time to showcase a moment of sparkle.

Boomerang is a perfect choice when you want to capture polish, fire, or scintillation, and a still image isn’t doing your jewelry justice. When using Boomerang, you’ll find that the app’s photo bursts happen quickly, and you might need to do a few takes in order to achieve your desired effect.

What I like most about Instagram video is that 15 seconds can offer a potential customer a brief glance into how it might look and feel to wear your jewelry. Few people are likely to get bored in 15 seconds, so you’ll be able to pique viewers’ interest without losing their attention.

In one of my favorite examples of Instagram video used for jewelry marketing, jewelry brand Mark Broumand enlisted a hand model wearing a 3.56 carat double-halo oval engagement ring to visit Los Angeles restaurant and gourmet market Bottega Louie.

In the video below, you can see the model admiring a window display full of cakes and colorful macarons while wearing her show-stopping ring. To date, the video has received more than 55,000 views.

Do you already utilize Boomerang and Instagram video? If so, how do you decide when to use a still image or a video? If not, do you think your Instagram account would benefit from some moving images?