ColumnistsJan 11, 2022
Creative Connecting: Social Media Listening Tips & Tools for Jewelers ColumnistsJan 18, 2022
The PR Adviser: Getting Back Up After You Fall
National Jeweler’s resident PR adviser Lilian Raji returns with thoughts on the importance of never giving up and continuing to evolve.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Dear Readers,
Can you ever forgive me?
I now sit in my new writing salon at the St. Regis Bal Harbor after saying farewell to my former writing locale, St. Regis Atlanta, following my move to Miami earlier last year, one of many changes since we last connected.
I wonder how to begin again after abandoning you for so long, dear readers. I can only beg your forgiveness then share with you all my newly gained wisdom from my 24-month absence.
Truth be told, Dan Scott of Luxe Licensing is to credit for my return. Remember him?
He and I were speaking about the challenges of being a business owner. I told him I’m fond of dissuading people from entrepreneurship just to see what will happen.
Those who take my terrible advice to forget it aren’t meant to be in business. But those who rightfully spit in my eye and tell me, “To hell with you and your negativity!” might just have a chance.
Well, that is, until they fail the first time. It’s what they do after that first failure that determines if they will make it.
Until, of course, they fail again. And then, that will determine if they’ll make it. Until, well, the next failure. And the one after that. And then the one after that.
If you don’t have many failures under your belt, then you’re not really trying to succeed in business.
I told Dan my company is now on its 11th reincarnation. Yes, my company has died and been resurrected 10 times, but few people know this because I never gave up. I just figured out why I failed, evolved my business model accordingly and made sure not to make the same mistake again.
To be clear, dear readers, I cried thousands of tears and ate many a pint of Ben & Jerry’s as I figured this out.
After ugly-crying for days or weeks or months, depending on the failure, I wiped away my tears, got out of bed, and started again.
Dan suggested that some in the jewelry industry may need to hear about the possibility for resurrection, reincarnation and evolution right now.
Can you ever forgive me?
I now sit in my new writing salon at the St. Regis Bal Harbor after saying farewell to my former writing locale, St. Regis Atlanta, following my move to Miami earlier last year, one of many changes since we last connected.
I wonder how to begin again after abandoning you for so long, dear readers. I can only beg your forgiveness then share with you all my newly gained wisdom from my 24-month absence.
Truth be told, Dan Scott of Luxe Licensing is to credit for my return. Remember him?
He and I were speaking about the challenges of being a business owner. I told him I’m fond of dissuading people from entrepreneurship just to see what will happen.
Those who take my terrible advice to forget it aren’t meant to be in business. But those who rightfully spit in my eye and tell me, “To hell with you and your negativity!” might just have a chance.
Well, that is, until they fail the first time. It’s what they do after that first failure that determines if they will make it.
Until, of course, they fail again. And then, that will determine if they’ll make it. Until, well, the next failure. And the one after that. And then the one after that.
If you don’t have many failures under your belt, then you’re not really trying to succeed in business.
I told Dan my company is now on its 11th reincarnation. Yes, my company has died and been resurrected 10 times, but few people know this because I never gave up. I just figured out why I failed, evolved my business model accordingly and made sure not to make the same mistake again.
To be clear, dear readers, I cried thousands of tears and ate many a pint of Ben & Jerry’s as I figured this out.
After ugly-crying for days or weeks or months, depending on the failure, I wiped away my tears, got out of bed, and started again.
Dan suggested that some in the jewelry industry may need to hear about the possibility for resurrection, reincarnation and evolution right now.
“People don’t stop shopping because there’s a plague, especially when retail therapy is often more valued than valium in challenging times.”
Since my last column in December 2019, the world has descended into madness. We’re dealing with a plague that is giving us a sequel of a sequel of a sequel, a menage-a-trois-quel, if you will.
In that time, some retailers and brands have folded, unable to bear the weight of what COVID has wrought. It’s no mystery what happened and why. What happened was inevitable.
The why is that many in our industry closed their eyes and stuck their fingers in their ears, singing “la la la la la,” when advisers such as myself told them they needed to strengthen their ecommerce business.
“The future is online,” the most prescient of us warned. But very few listened.
So when ecommerce companies like my client ShopWorn.com began reporting a 40 percent increase in sales month-over-month since the pandemic began, I wasn’t surprised. People don’t stop shopping because there’s a plague, especially when retail therapy is often more valued than valium in challenging times.
The companies still standing today are here because a) their ecommerce site was up and open for business, or b) they realized the inevitable had finally arrived and quickly pivoted to strengthening their website.
When I speak of evolution, it’s because this is what’s necessary for the industry’s continued survival. The future is digital.
If you’re one of the unfortunates battered by COVID, take my return to the PR Adviser and your reading my first column in two years as your invitation to reincarnate and evolve your business.
Two weeks ago, I got into a heated debate with someone who couldn’t possibly believe people were buying $40,000 jewelry online.
“Believe it!” I demanded because it happens. Ask Tiffany, Cartier, Boucheron or any of the clients I’ve worked with in the past five years how much ecommerce drives their business.
“But PR Advisor,” you might say, “I’m not Tiffany!”
I hear your protest. And to that I say, poppycock!
You’re only as big as your imagination allows. You’re not Tiffany today, but if you would one day like to be, then continue following this column because this is the reincarnation and evolution that I will be leading you toward.
Even if you don’t aspire to be Tiffany and simply want to build a decent business doing what you love, stick around too. You can get off the ride when we start discussing how to get Beyoncé and Jay-Z to be your spokespeople!
It’s good to be back, dear readers. And I’m back with a wealth of new information and case studies to share with you over the coming months.
I’m back to answer all of your questions on how to transition to ecommerce and how to develop a communications strategy to attract those customers willing to spend $500, $5,000 or $50,000 with you online.
Before I leave you, the lovely people at Halstead have invited me to speak again at their annual Jewelry Business Forum on Jan. 20.
I’ll be sharing my secrets on how to land your jewelry in a movie or television show to achieve maximum publicity. It’s free to participate and I’ll be taking questions after my presentation.
Until next month, my dear readers, I wish you a tremendously happy new year and send warrior spirit energy to push you forward in 2022. In the next column, we go to work on your reincarnation.
Editors' Picks
Sponsored by
More on Columnists
The Latest
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
