YES, THE NAME IMPLIES a focus on the self, but “selfies” are really about sharing, connection and using social media to showcase the fun, eventful and sometimes important moments in life. A lot like jewelry, really. There’s no shortage of ways to help along the process, as these jewelers demonstrate, be it with a designated selfie station, specific promotions, a photogenic company logo with hashtag or a witty sandwich board outside your store. So get busy!
A Gen Z Imperative
“I am and have always been very great with my social media presence and leaned into that, because the majority of my new clients come out of that presence,” says Chelsea Mead, a young second-generation jeweler and owner of Honey Designs Jewelry in Cincinnati, OH. “You used to be able to get away with a lame online presence, but that is no longer the case. If you are not excelling with social media or web presence, delegate or hire out for those things! It’s imperative with Gen Z and the upcoming Gen Alpha.” Mead’s particular forte is themed events, such as the Galentine’s party pictured here.
Brand Booster
Sometimes a small carrot can help. CMS Fine Jewelers in Wooster, OH, does giveaways and interactive raffles — like “Snap a selfie in our store and tag us to win a $1,500 shopping spree!”— to prompt action and keep its audience engaged. “Encouraging customers to share photos with #GettingFestiveWithCMS turns fans into brand ambassadors, making the shopping experience feel personal and exciting,” says owner Christian Silva.
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#Hashtag
CB Stark Jewelers in Martha’s Vineyard, MA, was an early adopter of online commerce and marketing, establishing a presence in the mid-90s. Part of the reason has to do with its location — on an island popular with tourists — which means it needs to reach customers who are not local. It invests significantly to keep its website current and user friendly while also leveraging social media — and selfies. “We encourage customers to take photos on our photo wall with the hashtag #getstark,” says owner Margery Meltzer.
Virtuous Circle
Celebrating couples is a core element of the marketing at Henne Jewelers, with customers invited to submit photos of their engagement, wedding or other expressions of love that are then shared with the wider Pittsburgh public. “Our team encourages customers to share their photos, allowing us to celebrate their love on our store’s Celebration Wall, on social media, and on the Henne Digital Billboards,” says marketing manager Christine Spicuzza. “Couples, their families, and even photographers often take photos with the billboard and tag us on social media, leading to photographers becoming referral sources,” she adds.
