EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
TechnologyMay 08, 2016
What’s Your Social Media Personality?
Jewelers, is your store playful, inspiring or authoritative on Facebook, Instagram, etc.? Mike Farrell helps you figure it out.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
One of the most interesting things (for better or worse) about maintaining a presence on social media is that you can truly be whoever you want. Want to pretend your boring New Jersey self is an exotic African jewel thief? Go for it; nobody’s stopping you.
However, when it comes to using social media for your business, authenticity is key.
You have no idea how much people value interacting with businesses on social channels that don’t act like businesses. They act like real people, with real personalities. But how can you determine which personality is right for your jewelry business?
Unless you’re starting a brand-new company, there’s already going to be a pre-existing view of your brand. Before you try to get your story out there, make sure you understand what people think of your business and why.
This is not to say that your brand’s identity has to stay the same forever. Just as people change and develop over time, your brand’s personality and voice can be adapted. But you do need to be sure of where you’re starting from before you’re able to establish where you’re headed.
Use the above graphic, courtesy of Stephanie Schwab, CEO of social media-focused Crackerjack Marketing, to help determine what the overall positioning/voice of your business will be.
Are you going for an industry thought leader type of approach? Then you would probably choose an authoritative persona, a direct tone, with insider language and an educational purpose. The key is to align your positioning with the values of your customers and prospects.
Your positioning is what will align you with some customers, while potentially alienating you from other customers. Pushing some away is perfectly fine, as it is not feasible to be all things to all people. Just make sure your brand is properly aligned to attract the right followers, prospects and customers.
Also important to consider is that users of most social platforms expect a certain level of informality. Make sure you adjust your content accordingly. On Instagram and Snapchat, even the most professional of jewelers should expect to loosen their belts just a little in order to properly match the expected tone of the network.
The most important thing to remember here is that you're not choosing the voice you want, but the voice you need. The voice that will best resonate with your customers is the voice you need.
Ultimately, knowing the proper social media personality for your business comes down to first knowing the personalities of your clients better than anyone else.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
More on Technology
The Latest
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
