Columnists

The PR Adviser: Saying Good Riddance to 2019

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.

2019_Lilian_Raji_NEW.jpg
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!”

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! 

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

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 21, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

Helen McCluskey
MajorsMar 21, 2024
Signet Jewelers Names New Board Chair

Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.

×

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