I’ve been very Facebook-oriented since the website’s inception. The service, after all, has always catered to me.

Facebook was founded on February 4, 2004, in Cambridge, Mass. by a group of Harvard University students, most notably Internet entrepreneur Mark Zuckerberg.

In September 2004, I began my freshman year of college at the University of Rhode Island. Facebook at the time was only available to students with an “.edu” email address, so anyone found on the website was presumably young, in college, and looking to connect with others like them.

The networking website has since evolved greatly. It’s open to nearly anyone who wants to sign up for it, has specially designed pages for businesses, musicians and places, and even offers advertising opportunities.

As Facebook changed, so did my personal life and thus my Facebook account.

As of late, I found I wasn’t enjoying what my “friends” were sharing--it was a barrage of  wedding ideas, baby pictures, political rants and the like. I was habitually logging on multiple times a day to find out things about people I haven’t physically seen or spoken to in years, it finally dawned on me that Facebook no longer caters to me, personally.

The only problem is with deactivating my personal Facebook account, I’ve lost access to the National Jeweler Facebook page.

Our publication’s Facebook page has grown in the past three years. We went from 4,279 fans in 2011 to 9,614 fans today, close to our goal of 10,000. People like, comment and share jewelry images and National Jeweler stories we post, and interact with other Facebook users and the National Jeweler team.

Thankfully, my fellow editors have been picking up the slack in my recent Facebook absence while I figure out how to regain access to our website’s page without having a personal account (business accounts on Facebook must be linked to personal accounts.)

What I believe I need to do is create a “shell,” or essentially blank, profile that I can just use to link to National Jeweler--a mission for later today. While I may have lost interest in the musings of my “friends” I still want--and need--to be active on the National Jeweler Facebook page. The platform has proved to be conducive in connecting and conversing with our audience, the jewelry industry as a whole and people who just love fine jewelry.

It’s important for business owners, jewelers included, to do the same, regardless of liking the service or wanting a personal presence.

I think, at least among my peers, I am a rarity in abandoning my personal Facebook page. I see now more than ever more and more of my friends sharing links, images and ideas, many of them wedding related, which translates to an interest in engagement rings and wedding jewelry trends.

For retailers in the jewelry industry, that’s where their target audience, the Millennials, is. They’re getting married and they’re sharing information, and one main place they’re sharing it is on Facebook.

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National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.