IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
ColumnistsDec 17, 2019
The PR Adviser: Saying Good Riddance to 2019
Had a bad year? You’re not alone, writes our resident PR adviser, Lilian Raji, in her latest column.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Happy holidays, dear readers!
We’re breaking from our usual Q&A format to dedicate 2019’s final column to those who’ve shared with me their business-crippling challenges of this year.
Those that know me well know I’m a 20-plus year student of astrology and will happily interpret your personal astrology chart, if you ask me nicely.
No, I’m not talking about those silly horoscopes that give astrology a bad name. I mean a real, mathematics-driven chart, composed of numbers, formulas and calculations.
While I don’t believe we’re governed by the stars, I do believe the stars can decipher the energy and environment around us.
For instance, those born in the ‘70s and early ‘80s have been riddled with obstacles for the past two years because the astrological numerical values of that era conflict with the values of this era. (This also applies to some born outside these years based on the mathematics of their personal chart, but that’s a different discussion.)
Anyway, the two astronomical figures representing the energies of chaos and discipline have been warring with each other, leaving us 1970s babies (with our conflicting numerical charts) to endure one disappointment after another.
A battle between chaos and discipline only ends one of two ways: either by complete destruction, never to rise again, or by total transformation, bursting through ash and rubble like a phoenix.
Me personally? I prefer the latter.
This month’s column is for those who’d like to join me in rising from the ashes of the shellshock that was 2019 to transform your business as we leave this decade behind.
I’ve spoken with many business owners enduring this year’s chaos vs. discipline battle.
Each company wanted discipline to maintain things, yet were being antagonized by chaos demanding change.
I had only one recommendation—focus on your e-commerce strategy.
This is true whether you’re a brand or retailer. Retailers especially have been hit by the online shopping phenomenon because they’ve ignored for too long the data that customers increasingly prefer shopping online.
Consumers are spoiled by home delivery of everything.
Why put on pants, drive through traffic and wade through a mall when anything can be delivered as you watch Netflix in your underwear?
Ignoring this has caught up to retailers, with this costly mistake affecting brands that once depended on these retailers for orders they can no longer place because store traffic is down.
“But Lilian,” you’re thinking, “no one’s going buy expensive jewelry without touching it first!”
We’re breaking from our usual Q&A format to dedicate 2019’s final column to those who’ve shared with me their business-crippling challenges of this year.
Those that know me well know I’m a 20-plus year student of astrology and will happily interpret your personal astrology chart, if you ask me nicely.
No, I’m not talking about those silly horoscopes that give astrology a bad name. I mean a real, mathematics-driven chart, composed of numbers, formulas and calculations.
While I don’t believe we’re governed by the stars, I do believe the stars can decipher the energy and environment around us.
For instance, those born in the ‘70s and early ‘80s have been riddled with obstacles for the past two years because the astrological numerical values of that era conflict with the values of this era. (This also applies to some born outside these years based on the mathematics of their personal chart, but that’s a different discussion.)
Anyway, the two astronomical figures representing the energies of chaos and discipline have been warring with each other, leaving us 1970s babies (with our conflicting numerical charts) to endure one disappointment after another.
A battle between chaos and discipline only ends one of two ways: either by complete destruction, never to rise again, or by total transformation, bursting through ash and rubble like a phoenix.
Me personally? I prefer the latter.
This month’s column is for those who’d like to join me in rising from the ashes of the shellshock that was 2019 to transform your business as we leave this decade behind.
I’ve spoken with many business owners enduring this year’s chaos vs. discipline battle.
Each company wanted discipline to maintain things, yet were being antagonized by chaos demanding change.
I had only one recommendation—focus on your e-commerce strategy.
This is true whether you’re a brand or retailer. Retailers especially have been hit by the online shopping phenomenon because they’ve ignored for too long the data that customers increasingly prefer shopping online.
Consumers are spoiled by home delivery of everything.
Why put on pants, drive through traffic and wade through a mall when anything can be delivered as you watch Netflix in your underwear?
Ignoring this has caught up to retailers, with this costly mistake affecting brands that once depended on these retailers for orders they can no longer place because store traffic is down.
“But Lilian,” you’re thinking, “no one’s going buy expensive jewelry without touching it first!”
To this, I say malarkey! (Sorry, I’m utterly amused by Joe Biden’s campaign slogan.)
But back to the malarkey.
Having been that young, scrappy Tourneau salesperson in the early aughts who had a loyal client spend over $300,000 with me exclusively by phone, I can tell you firsthand this isn’t true.
If a customer is familiar with a brand because that brand has made itself and its stellar reputation consistently visible to the customer, that customer will happily drop $10,000 online because the brand has earned her or his trust.
I speak often to companies that’ve disregarded PR for years, then turn to me to produce a pair of ruby slippers that transport them back to a time of easily swiped AmExes and Visas and Mastercards, oh my!
The thing about Dorothy’s adventures in Oz, however, is that while she’d always possessed the power to go home, she had to follow the yellow brick road for miles before she learned this truth.
Ladies and gentlemen, that yellow brick road is the customer journey.
The PR Adviser is Glenda the Good Witch teaching you the value you already possess via the Emerald City of NationalJeweler.com.
In 2019’s final days, reflect on what you’ve accomplished, where you’ve failed and what obstacles derailed your best laid plans.
Now tell me: What are you willing to give up to transform your business?
Will you give up the belief that customers won’t buy from you online? Will you stop ignoring the extensive data on consumer behavior? Are you ready for a complete transformation of how you’ve always done business, given how this year has shown you those ways no longer work?
Let’s talk briefly about the customer journey.
Simply put, the customer journey is the many touchpoints a customer has with your company before, during and after she or he makes a purchase.
How does a customer first learn about you? How does she feel upon this discovery? What entices her to want to learn more?
Where does she go for this information—your website, your store, social media? What does she do when she gets there? What do you want her to do when she gets there?
These are some of the questions that, answered correctly, help create trust between customers and your brand. Trust is the only thing required to get a customer to spend $40,000 online without thinking twice.
We spent much of this year on influencer marketing.
Next year, I’ll show you how it and other strategies play an important role in helping integrate an e-commerce website into the customer journey.
In the meantime, grab a free copy of my e-book, “Influencer Fraud: Weeding Out the Fakers, Liars and the Delusional.” The appendix includes the indispensable Influencer Marketing Toolkit, which you’ll need next year.
To those who’ve had a rough year, know that chaos can only disrupt something that wasn’t originally stable. Arise from the rubble and begin building a stronger foundation.
I’m here in 2020 to help you build something greater, whether through my answering your questions in this column or through a complimentary consulting call.
Have a Merry Christmas, Happy Hanukkah, Happy Kwanza, Happy Festivus or Happy Whatever You Celebrate! See you next year!
More on Columnists
The Latest
SourcingApr 23, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
