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Creating Sales Opportunities: GN Diamond is Here to Help

Embrace today’s multichannel buying cycle to connect with more customers.




Creating Sales Opportunities:  GN Diamond is Here to Help

(PRESS RELEASE) 90% of shoppers start their buying journeys online. While luxury buyers have some unique shopping habits, they are no exception. Though diamond and jewelry customers often walk in-store for the final purchase, they first turn to search engines, websites, and social media to compare prices, promotions, and product details. Digital channels are tightly woven into the fine jewelry customer journey — and independent jewelers who ignore these channels risk being overlooked altogether.

To remain relevant and reach your customers where they’re at, it’s time to get comfortable blending online and offline channels throughout the buying cycle. But before you become overwhelmed by the dizzying array of digital marketing channels to choose from, start by identifying the top channels at each stage: attraction, consideration, conversion, and retention.

Be Available Throughout the Customer Journey 
To reach customers you don’t have to be everywhere, but you do have to be easy to find and contact. This means focusing on popular channels that serve as key touch points across the buying cycle.

Most importantly, you need a robust website and online inventory to support the crisscrossing journey from social media to your website to review sites and back again. This is where Diamond Hunt, GN Diamond’s white-label online inventory search portal comes in. Diamond Hunt is easily integrated with your website and customized to your branding and markups, so shoppers can seamlessly browse and compare diamonds.

To ensure buyers make it to your website at all, make yourself reachable through at least one key channel at each stage of the customer journey:

  • Attraction
    At the awareness and attraction stage, prospects are looking for helpful content to answer their questions and guide their next steps. Offer captivating educational content through your blog, guest blogging, or targeted search engine or social media marketing.
  • Consideration
    In this stage, buyers are now evaluating options and trying to pick the best solution. Content here should go beyond high-level education to explain why they should choose you. Engage customers at this stage through your blog, email, or high-quality organic social media content.
  • Conversion & Retention
    Be prepared to close sales and hold customers’ attention with delightful content aimed at celebrating their purchase and offering even more value. Tips for jewelry care, ongoing promotions, and more can be delivered through email, live chat, and retargeting search engine and social media campaigns.
GN Diamond Enhances Multichannel Marketing

GN Diamond’s free marketing tools and platform enable you to optimize your online presence for the modern jewelry shopper. It’s about bringing your own unique, independent brand straight to customers that sets you apart from on-line competition as well as large chain stores.  


Ask a GN Diamond representative how you can boost your online presence and add a diamond listing to your website that outshines any internet retailer with powerful features, such as diamond certification, light performance, brilliancy scores, and 360-degree video. Visit here and contact us 7 days a week at or 800-724-8810.



When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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