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Are You Maximizing Your Social Proof?

Adopt a social media strategy to drive more sales and referrals.




(PRESS RELEASE) Diamond and jewelry shoppers start their purchase process online just like other shoppers, using Google and Instagram to discover brands and see what their customers think. That’s why independent jewelers can no longer afford to ignore social media.

More than generating a buzz, the marketing power of social media lies in its unique ability to generate trust in your brand. More powerful than advertisements and website copy, the organic interactions and reviews found on social media can reveal what real people think of you. This is known as social proof and, when harnessed correctly, it can drive valuable reach and referrals. Because if happy customers are lighting up your social media feeds, others will gain the confidence they need to reach out or visit your store.

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Easy Ways to Engage Customers with Social Media

A consistent social media presence automatically boosts your social proof simply by showing that you are authentic. Try these simple tactics to boost social proof even more:

  • Don’t be shy. Interact with other users. Take a little time (even five minutes a day) to follow new accounts and like and comment on others’ content. Being active and showing interest will spark interest in your own account. And when followers are engaging positively with your posts, it sends a signal that you’re trustworthy.
  • Be responsive to comments and messages. Don’t leave people hanging after they’ve sent you a DM or left a question in the comments. They’ve come to social media in hopes of having a more direct, personal interaction than they can find on your website.
  • Share photos of real people. Share photos of regular people celebrating their life milestones with diamonds and jewelry from your store (with permission of course). You may be surprised how many customers are happy to pause for a picture when you are celebrating with them.
  • Highlight happy experiences. For customers whose happiness you don’t capture in-store, ask them to leave a review on Facebook, Yelp, The Knot, or another site they prefer. You can get extra mileage out of positive reviews by screen-shotting them to share on other social media pages.

GN Diamond Simplifies Digital Marketing

Don’t stress if you don’t have thousands of followers. Leverage the loyal customers and rave reviews you currently have to make other shoppers take notice. And fortunately, Diamond Hunt, built specifically for independent jewelers by GN Diamond, gives you additional powerful ways to compete with online retailers.


Gain an online loose diamond database and search portal with $70 million in inventory not found on any ecommerce website and displayed with your own branding and markups. To learn how you can take advantage of Diamond Hunt, visit and speak to a representative 7 days a week at [email protected] or 800-724-8810.



Want More “Me” Time? Wilkerson Will Get You There!

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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