National Jeweler Network

Market Developments

4 social media ideas for the holidays

By Hannah Connorton

December 11, 2013


Borsheims’ holiday social media promotion asks participants to capture an emotional photo of someone receiving jewelry from the retailer. The winner gets their money back, up to $2,500.

New York--Jewelers and designers have, for quite some time now, been versed on the importance of having an online presence, namely a social media account.

Now, with the holiday season in full swing, jewelry industry professionals are taking their Facebook, Twitter, Pinterest and Instagram accounts to the next level: in addition to showcasing product, they’re advertising deals, promotions and sweepstakes, getting followers even more involved in their brands.

Here’s a look at four examples of social media holiday campaigns.

--Instagram your deals. Designer Wendy Brandes created an Instagram account for her business in time for the holidays, particularly to promote her Cyber Monday sale. On it the brand shares product images, placement in publications such as Cosmopolitan and jewelry adorning the wrists, fingers and necks of fans.

The account, @WendyBrandesJewelryPR, is run by Brandes’ public relations and marketing coordinator, Eryn Patton.

“Social media has been the No. 1 mover of my jewelry since 2008,” Brandes said. “I have an account (Instagram) that gives fans exactly what they want. People have asked for website links or my contact information in the comments on various items and followed up with purchases. That’s happened with both existing and new customers.”

The Cyber Monday Instagram promotion offered 85 percent off select Wendy Brandes’ pieces.

“(There were) crazy sales for Cyber Monday. I was up until 5 a.m. dealing with orders,” Brandes said, adding that she’ll do another Instagram promotion for Valentine’s Day.

--Give promotions a facelift with Facebook. “The best gift this year may just be free,” Borsheims is telling its customers, if they submit a winning photo or video to the store’s Facebook page that captures the emotions of someone unwrapping a gift from Borsheims.

If their photo or video is chosen as the winner, that participant wins their money back (for the value of a purchase of one item up to $2,500).

The contest is open only to users who “like” the Borsheims Facebook page.

--Harness the power of the hashtag. Helzberg Diamonds is giving its social media fans a chance to “bling” in the New Year by asking them to share their favorite holiday look on Instagram, Twitter, Facebook, Pinterest or Polyvore and tag the image with “#Helzberg” and “#BlingInTheNewYear.”

The winner will receive a sterling silver and diamond pendant from Helzberg’s new collection, The Beat of Your Heart.

--Play up engagement season. Robbins Brothers, which has locations in California, Washington and Texas, has partnered with California attraction the Queen Mary Chill to offer a wedding sweepstakes that will afford one couple a wedding package worth more than $15,000.

The contest asks participants to capture their unique proposal on video and upload it online by Jan. 1, where the public will vote to determine their top three video choices. A winner then will be selected from the finalists and given the wedding package.

Robbins Brothers is promoting the event via its Facebook page, as well as on its website.

For more holiday ideas, check out National Jeweler’s stories on 21 sales tips and 17 security considerations for the season.