AuctionsSep 17, 2025
Mythical Set of Patek Philippe Pocket Watches Expected to Sell for $10M+A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.
TechnologyOct 01, 2019
The PR Adviser: Turning Staff into Influencers, Part III
In the final installment of her series on internal influencers, Lilian Raji shares tips for gaining more Instagram followers organically.
Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Hello, my dear readers! Please forgive my absence. I’ve spent the summer laboring over my first e-book, “Influencer Fraud: Weeding Out the Fakers, Liars and the Delusional.”
Given that influencer fraud is now a $1.3 billion racket, I’m certain you’ll forgive me once you’ve picked up your free copy. Identifying influencer fraud is too immense a topic to cover in this column, so use this e-book with my compliments to protect yourself from scammers.
Now, back to our regularly scheduled column already in progress, as we finish our three-part series on turning one of your staff members into a super influencer, whom we’ve dubbed “Anastasia.”
In case you need a refresher, below is the original question and here are links to Part I and Part II.
Q. Dear Lilian,
Rather than paying influencers to help promote our business, how can I turn my staff into influencers?
Signed,
Keeping the Bacon at Home
A. How’s your hashtag strategy now that you’ve learned how to do it correctly? Have you been dazzling the 2,300 people who want to know #howtoaccessorize? What about the 35,000 who must know your jewelry #goeswitheverything?
If you’ve never considered hashtags like these, you’re not stretching your creative mind far enough. Our favorite grand dame, Patricia Faber, knows what we’re talking about here.
To promote Aaron Faber Gallery’s Barbara Heinrich collection, Patricia used #personalstyle, #putaringonit, #loveisallyouneed, #letmechoose and #powerofthering. Altogether, these five hashtags exposed Aaron Faber to more than 3 million Instagrammers.
More kudos to Patricia for choosing hashtags with a broad range of followers.
While #personalstyle has 2.6 million uses, #powerofthering only has 233. I assure you, however, those 233 followers are serious about the power of the ring. All 233 are more likely to see your post than all #personalstyle’s 2.6 million. Since Instagram allows up to 30 hashtags for posts and 10 for stories, there’s no reason not to diversify your selections.
Next, do you know how I landed Beth Farber’s jewelry in the recently concluded TV crime drama “Gotham?”
Simple; I asked. And that’s what you must do.
Email your customers an invitation to follow Anastasia’s Instagram account. Answer that ever-important question, “What’s in it for me?” with, “If you follow the account within the next seven days, you’ll receive a $50 gift certificate off your next purchase of $250 or more.”
Every few weeks, Anastasia will host an Instagram contest. Send out emails announcing
this contest, making it clear they must follow Anastasia for a chance to win. She’ll pick the winner of a sparkling, new fill-in-the-blank from her followers.
While you’ll announce the winner on Instagram, also send an email featuring the winner’s Instagram profile so you can instigate FOMO. (That’s fear of missing out, for all my non-millennials.)
(Also, just to let you know, I pick accounts to feature in this column from my Instagram followers. Make sure you’re following me to be on my radar.)
See how easy that was?
Need contest ideas?
How about hosting an “Accessorize Your Style” contest? Followers post pictures of themselves wearing a perfect outfit that could be made even more perfect with something from your store. They tag Anastasia to get her attention, and Anastasia, in turn, re-grams (or re-posts to her account) the picture. Whoever gets the most “likes” wins. Competitive followers will tag friends to encourage likes; those friends will then be inspired to follow you.
Find other jewelry, fashion or style-related accounts with 25,000-plus followers and take a peek at their followers. Now, follow those followers who are aggressive on Instagram. If they’re already fans of, say, Chopard, why wouldn’t they be fans of yours? Following them puts you on their radar and encourages them to follow you back.
One thing that’s absolutely necessary—a link from your website to your Instagram page. Bonus points if your website shows your Instagram feed in real time. Make it easy for customers to follow you without having to leave the “add to cart” button on your website.
Also, be consistent in your posting schedule. If you can’t post every day, commit to at least four days per week. The easiest way to do this? Schedule your posts in advance.
If you’re following me on Instagram (as you should be), you know that every Sunday at 12 p.m., you’ll be voting on your favorite of three different jewelry selections, each chosen from my jewelry show archives. Note: I’m not on Instagram every Sunday at noon, but my followers still show up to vote. Scheduling is your best friend.
Also, absolutely, positively, without fail, reply to every comment with a thoughtful, engaging response. Who doesn’t like being acknowledged for sharing their thoughts? Doing so encourages others to engage with you.
Engagement yields relationships, which breeds new customers. Never forget this.
Don’t worry about how long it takes to reach 50,000 followers. Your followers are arriving organically; they’re authentically interested in what you have to offer.
When the time eventually comes to buy jewelry, they’ll remember how you inspired them, like how these amethyst earrings from Martha Seely are inspiring me to hand Martha my Amex.
Your homework: Grab my new, free e-book, “Influencer Fraud: Weeding Out the Fakes, Liars and the Delusional.” I’ve included the original Influencer Marketing Toolkit in the appendix for your convenience.
Get a head start on learning how to identify fraudulent influencers because in my next column, we’ll be discussing the contractual terms of a relationship with outside influencers.
As always, my calendar is here if you need personal attention before then.
Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. Learn more at LilianRaji.com. Submit questions for Lilian to answer here and connect with her on Facebook, Twitter, Instagram and Pinterest.
While you’ll announce the winner on Instagram, also send an email featuring the winner’s Instagram profile so you can instigate FOMO. (That’s fear of missing out, for all my non-millennials.)
(Also, just to let you know, I pick accounts to feature in this column from my Instagram followers. Make sure you’re following me to be on my radar.)
See how easy that was?
Need contest ideas?
How about hosting an “Accessorize Your Style” contest? Followers post pictures of themselves wearing a perfect outfit that could be made even more perfect with something from your store. They tag Anastasia to get her attention, and Anastasia, in turn, re-grams (or re-posts to her account) the picture. Whoever gets the most “likes” wins. Competitive followers will tag friends to encourage likes; those friends will then be inspired to follow you.
Find other jewelry, fashion or style-related accounts with 25,000-plus followers and take a peek at their followers. Now, follow those followers who are aggressive on Instagram. If they’re already fans of, say, Chopard, why wouldn’t they be fans of yours? Following them puts you on their radar and encourages them to follow you back.
One thing that’s absolutely necessary—a link from your website to your Instagram page. Bonus points if your website shows your Instagram feed in real time. Make it easy for customers to follow you without having to leave the “add to cart” button on your website.
Also, be consistent in your posting schedule. If you can’t post every day, commit to at least four days per week. The easiest way to do this? Schedule your posts in advance.
If you’re following me on Instagram (as you should be), you know that every Sunday at 12 p.m., you’ll be voting on your favorite of three different jewelry selections, each chosen from my jewelry show archives. Note: I’m not on Instagram every Sunday at noon, but my followers still show up to vote. Scheduling is your best friend.
Also, absolutely, positively, without fail, reply to every comment with a thoughtful, engaging response. Who doesn’t like being acknowledged for sharing their thoughts? Doing so encourages others to engage with you.
Engagement yields relationships, which breeds new customers. Never forget this.
Don’t worry about how long it takes to reach 50,000 followers. Your followers are arriving organically; they’re authentically interested in what you have to offer.
When the time eventually comes to buy jewelry, they’ll remember how you inspired them, like how these amethyst earrings from Martha Seely are inspiring me to hand Martha my Amex.
Your homework: Grab my new, free e-book, “Influencer Fraud: Weeding Out the Fakes, Liars and the Delusional.” I’ve included the original Influencer Marketing Toolkit in the appendix for your convenience.
Get a head start on learning how to identify fraudulent influencers because in my next column, we’ll be discussing the contractual terms of a relationship with outside influencers.
As always, my calendar is here if you need personal attention before then.
Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. Learn more at LilianRaji.com. Submit questions for Lilian to answer here and connect with her on Facebook, Twitter, Instagram and Pinterest.
More on Technology
The Latest
TrendsSep 17, 2025
Silvia Furmanovich’s Book Tells the ‘Journey of a Jeweler’The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.
WatchesSep 17, 2025
Bob’s Watches Acquires Vintage Rolex Won on ‘The Price is Right’ The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
EditorsSep 16, 2025
Out & About: 7 Great Quotes From Converge in CarlsbadAt Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeSep 16, 2025
2 Robbery Suspects Killed in California Pawn Shop ShootoutSix people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.
CollectionsSep 16, 2025
Chopard Adds New Designs to Its ‘Ice Cube’ Capsule CollectionThe jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
SourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation ProgramBen Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to AccountAs the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
