ColumnistsMay 17, 2022
What You Need to Know About the Google Analytics 4 RolloutColumnistsMay 24, 2022
The PR Adviser: 10 Questions to Contemplate
Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Greetings, my beloved readers!
When we last left off, I gave you the rallying cry of “give me evolution or give death,” preparing you for the changes ahead as I help you to become a lean, mean jewelry-selling machine. And then I disappeared for three months!
My sincerest apologies, alas, as the last three months have not been without their challenges, replete with a trifecta of major issues to test my adaptability.
First, there was a sudden and unexpected move from one apartment to another.
Second was an emergency room visit during my move because of excruciating abdominal pain, revealing a kidney infection. This forced me to take a long, hard look at how I treated my body and subsequently led me to a new health-focused lifestyle that has me feeling better than I have in 20 years.
Third, there was an emergency two-week trip to Atlanta to take care of my mother, who had suddenly fallen ill.
My time with her helped renew her spirit after losing me to Miami a year ago and her dog to cancer three months after I left. She is now in good health and back to her fighting self, which, as you can imagine since you know her daughter, was really the only possible outcome.
I share this with you as caveat emptor in preparing for your evolution. Things are going to arise beyond your control as you venture down this path and you’ll have to just roll with the punches. I believe the saying is “man plans, and God laughs.”
I give you permission to punch back, but always strategically. Note how I came out ahead in all the chaos? This is what evolution ultimately is about, being better than you were the day before.
Now, shall we begin?
Where we begin is with the customer journey.
You probably have heard this phrase 1,001 times by now since I first brought it up three years ago. If you haven’t, the customer journey is simply all the steps it took for someone to finally become your customer.
It begins the moment they first hear your name and continues until they finally buy from you.
Some people like to end here but I believe the journey never ends—not if you want to have a ready audience enthusiastically awaiting your next collection. As long as you’re in business, you want your customers to always continue journeying with you.
Related stories will be right here …
When we last left off, I gave you the rallying cry of “give me evolution or give death,” preparing you for the changes ahead as I help you to become a lean, mean jewelry-selling machine. And then I disappeared for three months!
My sincerest apologies, alas, as the last three months have not been without their challenges, replete with a trifecta of major issues to test my adaptability.
First, there was a sudden and unexpected move from one apartment to another.
Second was an emergency room visit during my move because of excruciating abdominal pain, revealing a kidney infection. This forced me to take a long, hard look at how I treated my body and subsequently led me to a new health-focused lifestyle that has me feeling better than I have in 20 years.
Third, there was an emergency two-week trip to Atlanta to take care of my mother, who had suddenly fallen ill.
My time with her helped renew her spirit after losing me to Miami a year ago and her dog to cancer three months after I left. She is now in good health and back to her fighting self, which, as you can imagine since you know her daughter, was really the only possible outcome.
I share this with you as caveat emptor in preparing for your evolution. Things are going to arise beyond your control as you venture down this path and you’ll have to just roll with the punches. I believe the saying is “man plans, and God laughs.”
I give you permission to punch back, but always strategically. Note how I came out ahead in all the chaos? This is what evolution ultimately is about, being better than you were the day before.
Now, shall we begin?
Where we begin is with the customer journey.
You probably have heard this phrase 1,001 times by now since I first brought it up three years ago. If you haven’t, the customer journey is simply all the steps it took for someone to finally become your customer.
It begins the moment they first hear your name and continues until they finally buy from you.
Some people like to end here but I believe the journey never ends—not if you want to have a ready audience enthusiastically awaiting your next collection. As long as you’re in business, you want your customers to always continue journeying with you.
Over the next few months, we’re going to cover your role in every part of the customer journey.
You have a lot more influence over how someone first learns about you than you think. This is where PR and publicity come in and act as, perhaps, the strongest accelerators in the customer journey.
Here is when the future customer first reads about you in a magazine or blog.
It could also happen via the original PR—they learn of you from a friend. (Technically, it’s called word-of-mouth, but I am claiming it as the “original PR” for public relations professionals everywhere.)
Another route is through social media, which has become the most domineering source when used correctly.
Simply setting up an Instagram account is not going to flood your business with orders. But applying creativity in your posts and a bit of advertising will. We’ll cover this.
But first, before you run off to layer yourself in every last piece of your jewelry and film yourself doing the Humpty Dance in hopes of going viral, let’s take a huge step back.
Whenever I begin working with new clients, I make them complete a 12-page questionnaire. They hate it.
Everyone hates it, except for me of course. I love it because the answers always give me deep insight into not just how the client thinks, but also why they need me in the first place.
“You can literally put words in the mouth of people who write or talk about your brand. [So] you must be crystal clear on how you want others to talk about you.”
Take, for instance, this question: Why should someone buy from you?
If I had a dollar for every time the answers begin “because we only use high-quality materials” or “our customer service is white glove” or some variation of being the best, I’d have a villa in Tuscany. And if I got a dollar for how many of you thought these things when you first read the question a moment ago, I could probably challenge Elon Musk for the rights to Twitter.
If you can’t give me an original reason as to why I should buy your jewelry or shop in your store, why should a potential customer bother?
I’m feeling some eye rolls emanating from those who are wondering what any of this has to do with selling jewelry.
Let’s go back to the beginning of the customer journey. How does your customer first learn about you? If they’re reading about you in a magazine or their friends are telling them about you, what do you want them to say?
You know you have control over this, right?
You can literally put words in the mouth of people who write or talk about your brand. With such great power comes the responsibility of knowing exactly what you want them to say. This is the reason for 12 pages of questions. You must be crystal clear on how you want others to talk about you.
Editors' Picks
Sponsored by
Here are more questions for you to contemplate:
• Why was your company started?
• What are your company’s greatest strengths?
• What motivates you to keep going with the company?
• What must change for your company to become a leader in the marketplace?
• How are your company’s products different than others? What needs do they meet that make it a must for consumers to have?
• Describe your ideal customer, the person who wears your jewelry. Who are they? What are they like?
• What do they see in your jewelry that makes them want to own one of your pieces?
• What do you want prospective customers to think about your company?
• Why should they believe it?
I know, I know! You immediately want to jump into how I’m going to help you make Harry Winston jealous of your success.
But, as I’ve learned in my years of racing cars as a hobby, we must slow down in order to speed up.
Take this next month to really answer these questions. And if you’re a teacher’s pet type, feel free to email me your answers at lilian@lmrpr.com.
We’ll continue the customer journey in my next column.
However, I might just squeeze one column in between to directly address anyone who emails me their answers. Don’t worry, no names or identifying information will be revealed. I only want to help.
Until next month, my friends!
• Why was your company started?
• What are your company’s greatest strengths?
• What motivates you to keep going with the company?
• What must change for your company to become a leader in the marketplace?
• How are your company’s products different than others? What needs do they meet that make it a must for consumers to have?
• Describe your ideal customer, the person who wears your jewelry. Who are they? What are they like?
• What do they see in your jewelry that makes them want to own one of your pieces?
• What do you want prospective customers to think about your company?
• Why should they believe it?
I know, I know! You immediately want to jump into how I’m going to help you make Harry Winston jealous of your success.
But, as I’ve learned in my years of racing cars as a hobby, we must slow down in order to speed up.
Take this next month to really answer these questions. And if you’re a teacher’s pet type, feel free to email me your answers at lilian@lmrpr.com.
We’ll continue the customer journey in my next column.
However, I might just squeeze one column in between to directly address anyone who emails me their answers. Don’t worry, no names or identifying information will be revealed. I only want to help.
Until next month, my friends!
More on Columnists
The Latest
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
