Technology

The PR Adviser: Dear Lilian

TechnologyAug 08, 2016

The PR Adviser: Dear Lilian

Lilian Raji took a break from her spectacular Italian vacation to help a jeweler in Barbados who’s looking to redesign her website.

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.

Dear Lilian,

Many thanks for your informative articles.

I have decided after 17 years to do a new website. My current website is lovely but not interactive. I want this site to be really user friendly, require use of a password in order to view collections and have awesome photography.

I have two shops in Barbados and would like the website visitors to have an “interactive” experience when on the site. Most people are seeing your website before your shop. How can I get the private- jeweller-of-Barbados feel on a website?

Heather Harrington Jones

                                                                        ----------

Hello Heather,

Hopefully, you and my wonderful readers are having a fantastic summer! I write to you now from the breathtaking shores of Capri, which the Italians have ardently informed me is pronounced KAH-pree.

It’s only fitting your email is my next focus as I’ve heard Barbados’ shores are just as spectacular!

I, and my dear friend Christina Hagopian of Hagopian Ink, have reviewed your website. Christina’s business is ensuring that the first impression her luxury clients’ receive is that they deserve whatever price tag they command.

Let’s start with your website’s biggest problem; this far outweighs your website’s lack of interactivity because, as it currently stands, your website can’t be found organically.

In April 2015, Google introduced major changes to their ranking system. Google declared that if a website doesn’t look good on mobile devices, well, gosh darn it, it’s not good enough to acknowledge! Christina spent early 2015 getting her clients’ websites updated, and this is what you must do.  

As you’re evaluating web designers, the first question you must ask--repeat after me, dear--are you fluent on everything that will make Google happy with my site?

Next, your desire to be positioned as the private jeweler of Barbados is commendable.  A strong positioning serves as a shield against competitors.  

However, I assure you your customers care less about you being the private jeweler of BARBADOS, and more about you being THE PRIVATE JEWELER of Barbados.  They care more about what you offer and less about your location.

“Your jewelry needs to be front and center,” Christina recommends. “Make Barbados secondary to your primary purpose, which is providing an elite selection of jewelry they can’t find anywhere else.”

To do this, you may have to reconsider password-protecting your site.

Don’t get me wrong. I love the idea of making customers feel special with invitation-only access.
But until your site visitors become customers, they need reasons to contact you. They need to know what you offer.

Christina and I differ on which luxury website offers the most inspiring design. Christina is all-American with Tiffany & Co. And I, who’s never seen a flute of Taittinger (or any other French product for that matter) I didn’t immediately want, j’aime Cartier

We’re both right for different reasons. Albeit, for a budget less than a tenth of Cartier’s annual earnings, Tiffany’s website is your better muse.

What we want you to notice on Tiffany’s site, first and foremost, is the white background.  

“You want a white background because jewelry shows up best on white,” Christina advises. “Black is a very difficult color to work with in web design.”

Christina recommends banner imagery for your home page. Banners spread across a browser’s full width, and when properly designed, welcome in visitors. They highlight immediately your unique positioning while luring visitors deeper into the site.

Integrate Barbados by using subtle allusions to your island. Perhaps conduct a photo shoot with your vendors’ jewelry elegantly styled on beach sands. Or have a woman wearing your vendors’ gems standing before an exquisite golden sunset over the Atlantic Ocean.

If you don’t want to invest in a photo shoot, ask your vendors to provide you with high-resolution images. For your home page, include a few revolving banner images from brands exclusive to you. Make sure you prominently note somewhere on those images “Available exclusively at Heather Harrington Jones.”

Your vendors, Doves by Doron Paloma, Mattioli, and Oromalia, all have gorgeous pictures on their home pages they might be willing to provide in exchange for photography credit. I personally love Vendorafa Italy’s home page image of jewelry-as-leaves.  It tells a million stories, all of which end with “what else is available from Vendorafa?”
After your home page shows them a bit of leg, the rest of your site should whisper “come hither,” with “hither” being your “Contact Us” page.
Hmm … is it just a coincidence that I’m referencing mostly your Italian vendors, or have I drank one too many Limoncellos here on the Caeser Augustus hotel terrace to see anything other than prodotti di Italia?

Perhaps that’s a question best answered after another Chianti.

Back to your website.

The very essence of creating an experiential site is to evoke emotion from visitors. Emotions are the quintessence of luxury.

Your new website’s job, Heather, love, is to tease potential customers with products extraordinarily different from other Barbadian jewelers--products exclusive only to you.

After your home page shows them a bit of leg, the rest of your site should whisper “come hither,” with “hither” being your “Contact Us” page.

Use your “About Us” page to declare your ties to Barbados. Have fun with a Barbados-inspired photo shoot, where you serve as supermodel in stunning jewelry. Match your photos with a personal testimony as to why you love the island.

Your “Designers” page requires a white background. Multiple images set on a black background are visually disruptive. Luxury is all about ease. Make things easy on the eyes.

Christina and I highly recommend featuring more than two products on your vendors’ individual pages.  Give your potential customers something to lust after. If they’re not already familiar with Tagliamonte, two random images won’t solicit a call with their Centurion card number to get your latest Tagliamonte exclusive. 

We recommend at least six to eight product images per vendor.  Plan on updating images monthly so customers have reason to come back to your site regularly.

Assuming you’re not planning an e-commerce site, still allow customers to click through your vendors’ product images. The subsequent page should feature an enlarged image, product name or number, and description.

Because you are not selling online, rather than listing prices, use “Contact us for pricing.” The name and/or number will make it easier to know which item is being summoned to your customer’s jewelry collection.

Lastly, create a monthly email newsletter and encourage all site visitors to subscribe. A newsletter as simple as “what Heather found this month” will do, with a picture of your recently discovered gem and the designer’s bio. Mind you, “recently discovered” is subjective, so don’t feel you have to be on a monthly hunt for something new to feature. Last year is more recent than five years ago!

Now darling Heather, this is where I must leave you. I saw a gorgeous Damiani ring in Quisisana Hotel’s lobby showcase yesterday on my way to their pool and I must now contact them for pricing.

Thank you, Christina, for your contributions.

Ciao bello, beloved readers. Until next month--and please send me your pressing PR and marketing questions!

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
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

AuctionsSep 27, 2022
In Betty White’s Blockbuster Estate Sale, Jewelry Held Its Own

Fine jewelry comprised three of the auction’s top 10 lots, though it could not top her director’s chair or scripts from “The Golden Girls.”

CrimeSep 27, 2022
3 Suspects in Beverly Hills Smash-and-Grab Robbery Arrested

A total of four suspects are now in custody with police still on the lookout for the remaining two.

ColumnistsSep 27, 2022
Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

From a “whodunnit” murder mystery to a permanent jewelry party, Duvall O’Steen and Jen Cullen Williams share a wealth of suggestions.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

MajorsSep 27, 2022
Stuller Releases 2 Updated Catalogs Ahead of the Holiday Season

“Mountings 2023-2024” and “Diamonds & Gemstones 2023-2024” offer a vast selection of options to create custom pieces.

Weekly QuizSep 22, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Events & AwardsSep 27, 2022
ICA’s 2023 Congress Will Be Held in Dubai

The event will be hosted by the Dubai Multi Commodities Centre from Feb. 15-17.

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

GradingSep 23, 2022
GIA Career Fair Returns to Carlsbad

The Gemological Institute of America also announced plans for events in New York and London in 2023.

SourcingSep 23, 2022
See the Items in Gem Legacy’s 4th Anniversary Benefit Auction

One hundred percent of proceeds will benefit the nonprofit’s silicosis prevention initiative.

CollectionsSep 23, 2022
Piece of the Week: Emily Weld Collins’ Amulet

Inspired by antique coins, it depicts a “hippocamp” from Greek mythology.

EditorsSep 22, 2022
4 Things Seen and Heard at the 2022 HardRock Summit

Gemstones Editor Brecken Branstrator dishes on the latest color to trend, the show floor buzz, and more from Denver.

TrendsSep 22, 2022
There’s a New Book on Tiffany & Co.

Written by historian Vivienne Becker, it accompanies this summer’s Tiffany jewelry exhibition at London’s Saatchi Gallery.

Supplier BulletinSep 22, 2022
Using Commerce Data to Outshine the Competition in the Jewelry Industry

Sponsored by Bloomreach

SourcingSep 22, 2022
First Diamond Recovered From Burgundy’s Ellendale Restart

Burgundy also announced the retail launch of its diamond brand, Maison Mazerea.

Events & AwardsSep 22, 2022
JCK Industry Fund Now Accepting Applications

Organizations with a project or initiative aimed at bettering the jewelry industry are encouraged to apply.

Lab-GrownSep 21, 2022
An Updated Look at the Lab-Grown Diamond Market: Size, Pricing, and More

As the end of 2022 draws near, National Jeweler offers another deep dive into lab-grown diamond market data.

TrendsSep 21, 2022
These Are the Diamond Jewels to Stock for the Holidays

These trending-yet-timeless pieces are no-brainers for customers in search of the perfect gift.

SourcingSep 21, 2022
A Day in the Life: Daniel Namdar, Fancy Color Diamond Specialist

Namdar joins a long line of diamond experts, but his love of the trade was learned rather than inherited.

Lab-GrownSep 21, 2022
Looking Ahead: 4 Factors That Could Shape Lab-Grown Diamonds’ Future

Growing supply and falling prices likely will make differentiation a necessity and a reality, according to analyst Paul Zimnisky.

AuctionsSep 21, 2022
Egyptomania at Sotheby’s: See the Egyptian Revival Jewels Heading to Auction

The auction house is celebrating 100 years since the discovery of King Tut’s tomb.

MajorsSep 21, 2022
Claire’s Expands Walmart Partnership

The chain’s jewelry and accessories are now available in 2,500 Walmart locations.

×

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