Columnists

The PR Adviser: Why Should Someone Buy From You?

ColumnistsJun 28, 2022

The PR Adviser: Why Should Someone Buy From You?

If you’re having trouble answering this question, columnist Lilian Raji can help you get a started with a few fill-in-the-blank statements.

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 from the Ritz Carlton Resort in Naples, Florida, where I am currently attending the Glossy Future of Fashion & Luxury conference! I am learning so much here, some of which I’ll be sharing with you as we continue the customer journey.

Right now, though, I want to collectively address the responses I’ve gotten from people who have no clue where to start with last month’s questions.  

Since I crossed my heart and pinky swore, I will not be revealing who said what. However, you’re all perfectly welcome to be vain and think this article is about you.

Let’s start with my first question from last month: Why should someone buy from you?

If you were sitting across from me and asked me this, I would begin with my process. And that process begins with you as a company. 

You see, before you graced me with your physical presence, I would have scoured the internet for your digital presence. I would arrive to our meeting already knowing why you wanted to meet with me. 

By the time our meeting concluded, you’d be convinced you need me by your side. Not because of my vast experience and success with other companies, but because you feel like I get you and understand your company. 

You would buy from me because I make you feel special. I make you feel understood. I make you feel heard.

How are you making your customers feel special, understood and heard? 

Answering this question well is how you capture the hearts, minds and loyalty of luxury consumers. But this is a broader discussion for a future article.

In this article, I’m trying to trick you.

 Related stories will be right here … 

Yes, this is a trick question, because I know your mind immediately goes to how you think your customers feel about your brand. 

Let me make an utterly shocking revelation—it really isn’t about your customers. It comes back to you.

I personally enjoy helping people; I’ve always been like this.

In college, when students were having problems with a particular department or teacher, they came to me.

I relished in my Marlon Brando/”Godfather” moment as I told them exactly how to fix the problem, while imparting upon them that on a day that may never come, I may call upon them to do a service for me. If I ever did call in that service, it was usually to help someone else.

If I could pay my rent, my Amex bill and fund my biannual international travels with gratitude, I would probably work for free. So, when I meet with you and make you feel special, understood and heard, it’s because nothing brings me more joy than being able to help. It’s why I write this column.

Your customers aren’t connecting with your brand because you have the best customer service, or the highest quality product, or blah, blah, blah, snooze.

When you as a designer sat down to create those drop-dead gorgeous drop earrings, your design inspiration came first and foremost from wanting to create something to make the person who wears them feel exceptional.

This desire, your desire, is what makes a customer buy from you.

So go back to why you started your business. And don’t be lazy and tell me you wanted to help people, that’s my thing. (Actually, my thing is I feel a deep sense of purpose when I help people, and more spectacularly, when I see the results of my work for them.)

Whether you’re a jewelry brand or a jewelry store, something motivated you to start your company. That motivation is what has kept you in business and it’s also what got you your first set of customers.

I find most clients have long buried this motivation under a pile of stuff.

Stuff includes the challenges of building a business, the headaches, the long nights, the P&L statements, balance sheets, and employee manuals, and lions, and tigers and bears, oh my! Stuff blinds us to our original reason, our original motivation, and subsequently makes us forget we were really on to something when we started. If you hadn’t been, you wouldn’t now be here, reading this column.
So, I ask you again: Why should someone buy from you?

To help, let’s do a few fill-in-the-blanks.

I decided to start this company because  _______________ . 

While there already are so many jewelry designers or stores in existence, I felt they were missing  _______________ .

I proved my concept and was able to grow my business to this point because my original vision yielded  _______________ within the first year. 

Since then, I’ve had to tweak my original vision by  _______________ to meet market demands.

When I look back at where I started, what I created, and how customers have responded to my vision, I realize people buy from me because  _______________ .

Insert prayer emoji here. As in, I’m praying for you to have screamed “Yahtzee!” after completing that last statement. 

If you’re still struggling, alas, I’m here to help! Schedule a completely complimentary call with me and let’s find out one-on-one why customers buy from you.

For the Yahtzee screamers, we’ll pick back up with another confounding question in the next column.

Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Lab-GrownAug 12, 2022
Report: State Bank of India to Begin Lending to Lab-Grown Producers

The loans will go mostly to the import of machinery rather than working capital, according to a recent article from The Economic Times.

FinancialsAug 12, 2022
Brilliant Earth’s Fine Jewelry a Hit in Q2

The company is also continuing its retail expansion.

AuctionsAug 12, 2022
2 Rolexes Paul Newman Gave to Stuntman Stan Barrett Head to Auction

The sale also will include a third Rolex, with all three watches tied to Barrett’s 1979 attempt to break the world record for land speed.

Brought to you by
The American Mined™ Collection: Ethical Sourcing That Matters

Rio Grande provides a pathway to responsibly sourced gemstones.

CollectionsAug 12, 2022
Piece of the Week: İTÄ Jewelry’s ‘Danza’ Ring

It mixes diamond shapes and colors.

Weekly QuizAug 11, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinAug 11, 2022
AGTA GemFair™ Denver – Back and Better Than Before!

Sponsored by AGTA

AuctionsAug 11, 2022
Sotheby’s Is Preparing its First Art Jewelry Auction This Fall

“Art as Jewelry as Art” features works from artists like Salvador Dalí, Alexander Calder, and Max Ernst.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

IndependentsAug 11, 2022
Martin Katz Is Moving to a Penthouse

The jeweler is relocating his Beverly Hills store after 20 years and has begun developing a lifestyle brand.

MajorsAug 11, 2022
Brilliant Earth Opens First Missouri Showroom in St. Louis

It’s the company’s seventh showroom opening this year.

Events & AwardsAug 11, 2022
HRD Antwerp Is Bringing Back Its Jewelry Design Competition

The Belgian organization is calling for entries from all over the world, with an eye on attracting emerging talent.

EditorsAug 10, 2022
Take a Tour Through Buccellati’s Vintage Jewelry Collection

Associate Editor Lenore Fedow leads readers through the Italian jeweler’s works from the 1940s to the 2000s.

CrimeAug 10, 2022
Smash-and-Grab NY Thieves Flee with $2M in Jewels

The NYPD is still searching for the four suspects who robbed Rocco’s Jewelry in the Bronx.

Events & AwardsAug 10, 2022
JA New York Returns with New Designer Gallery

The jewelry trade show is taking place Aug. 14-16 at the Javits Center in New York City.

MajorsAug 10, 2022
GIA Is Now a Sponsor of AGS Young Titleholders

The sponsorship will help fund programs and initiatives in the upcoming year.

MajorsAug 09, 2022
Signet to Buy Blue Nile in $360M Deal

The jewelry giant said the acquisition will allow it to tap into a pool of customers who are younger, more affluent and ethnically diverse.

TechnologyAug 09, 2022
Tiffany & Co.’s CryptoPunk Pendant NFTs Are Sold Out

There were only 250 made available, selling for more than $50,000.

CollectionsAug 09, 2022
Cora Sheibani Shows a Magic Garden of Jewelry at Sotheby’s

The British-based Swiss designer’s “Pottering Around” collection is for sale at Sotheby’s East Hampton starting this week.

SourcingAug 09, 2022
Diamond Price List Introduces ‘Insights’ Platform

It provides real-time diamond market analytics.

SourcingAug 09, 2022
Grandview Klein to Donate Dialysis Machines to Namibian Clinic

The diamond firm will give the donation at a ceremony in Namibia this month during a trip for select retail jeweler partners.

CrimeAug 08, 2022
Nehal Modi Sentenced to 3-9 Years in Grand Larceny Case

He was convicted last month after falsely claiming he had a deal with Costco in order to obtain millions in diamonds from LLD Diamonds USA.

TrendsAug 08, 2022
Amanda’s Style File: Spicy Spinels

Tough, vibrant, and full of personality, spinel is a perfect birthstone for August babies, Amanda Gizzi says.

IndependentsAug 08, 2022
Gemist, NDC to Offer Custom Pieces by BIPOC Designers

Dorian Webb, one of the designers in the Emerging Designers Diamond Initiative, will be the first to work with Gemist.

MajorsAug 08, 2022
Here’s How to Support Jewelers for Children this JFC Day

The charity will hold its fifth annual fundraising day on Sept. 24.

SourcingAug 05, 2022
Rare Earth Mining Co.’s Bill Heher Dies at 72

The passionate gem lover helped bring more than 300 different varieties of stones to the gem trade.

TrendsAug 05, 2022
Piece of the Week: Storrow Jewelry’s ‘Emblem Rosa’ Charm

The brand has attracted attention for its colorful, vintage-inspired pieces.

MajorsAug 05, 2022
Former Nike Executive Joins Team at David Yurman

Marcelo Tau is the company’s new chief operations officer.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy