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Digital Corner: How to Succeed on Social Media

Throw away the excuses and renew your perspective.




JUST ABOUT EVERY BUSINESS is in the social media game now, and most are failing to use their social media channels in even a moderately successful way. If you think you can hand off your social media presence to some service for $195 a month, you’re not even in the game. If you don’t have “time” to work on your social channels, you either don’t care or don’t believe in the medium. If you connect your Facebook page to duplicate posts to Twitter, you’re not Tweeting. If you’re not 100 percent excited about the real opportunities social media brings to your business, you’re missing the boat. It’s time to throw away the excuses and re-energize your staff and your perspective. It’s time to unlock your social media success!

Look, I get it. Social media seems just like this thing people do for fun and well … it is. But it’s also the way people connect by sharing thoughts, ideas and experiences. If you strip out all of your preconceived notions about social, or all of digital marketing for that matter, it all becomes rather simple. It’s about eyeballs. It doesn’t matter what you think about social media, because the eyeballs ARE there. Why does one put up a billboard? Mostly because of traffic (eyeballs) and/or the location of the board. That’s about it. Yet, no one questions the obvious logic of placing a billboard, because they know people will see it. It baffles me when that same logic isn’t placed on social. Instead, we attempt to justify social by trying to determine some kind of ROI, mostly sales. It doesn’t work like that. Like the billboard, social marketing is primarily about brand positioning. In fact, one could also argue that billboards have lost some of their effectiveness due to social marketing. There were a lot more people looking out of the car window 15 years ago. Now, every passenger has their nose in their phone. Eh, I digress.

It’s All About Content

So, now that you’ve bought in, let’s talk about how your business has changed. What you did 15 or 20 years ago doesn’t necessarily work anymore. The world is different. It’s a new way of clienteling. Your sales staff need to think differently. Your sales team should be banging it on social; if not their personal account, your store’s. It’s all about creating content. There are all types of content, and all of them can help to drive your business, but it takes work! Regardless of whether you do your marketing in-house or work with a third party, there is one thing that is greatly needed: content. Blogging could be HUGE for your business for many reasons, but will you put in the time? Quick in-store videos take under a minute but perform well online. Just grab a cell phone, put a ring on your finger, and say something. Done! Do that for one minute each day and you’ll have 30 pieces of content. Empower your team to get involved and be creative. Is Sally going out to a popular LOCAL restaurant? Give her a piece of jewelry and have her take a pic while there. Perhaps it’s a ring on her hand while she holds the stem of a wine glass with strategic placement of the menu in the background. Boom: content for Instagram or even the individual product page on your website. Now you’re connecting locally with like-minded businesses, giving them a shoutout, and creating content for your brand. Which leads me to …

What’s Your Brand Identity?

We touched on it above, but how do people really identify your brand? This is where you can craft that perception with social media. Create content purposefully and define your brand by connecting your customer profile to other like-minded businesses or brands. We gave one example with the local restaurant above, but here is a broader example. Let’s say you’re a big Rolex dealer, and your clientele is affluent and upscale. Shape your brand to speak to that audience. What are some of their similar interests? Perhaps a content picture of someone wearing a ring while holding onto a steering wheel and just in the corner you can make out the BMW logo. Or maybe you live in a big boating community. Take some video and pictures on a sailboat. It’s all great content and, most likely, you have similar interests as your customers, so it’s really not that difficult to do. While all of this content will work for a number of your digital assets, the best channel on which to build your “brand identity” is Instagram. No inspirational quotes or posts of staff members’ birthdays. Keep your Instagram feed focused on your brand’s lifestyle. Let Facebook be your catch-all; it’s great for news and events.


The Bottom Line

  1. Start creating content en masse, even if you don’t use it all. You and your staff should all be content curators.
  2. Only use social platforms you can do well and use them how they were meant to be used, with unique content for each.
  3. Add in some video. It’s what’s hot right now and tends to have better engagement.
  4. Blog or vlog (video blog). Since you’re creating all of this content, use it. Post to your blog at least two to three times per month with real insights, both written and video.

The real secret to social media success is putting in the work and not cutting corners. Most won’t or don’t put in the time, but the ones who do will start seeing social media success. Put in the effort and see where you are this time next year. I bet you have a more engaged, excited staff and begin to see your social media come into focus.

Fruchtman Marketing is a full-service agency that specializes in the jewelry industry and works with many of the country’s finest jewelry retailers, manufacturers, designers and trade groups. The company has presented seminars at the most prominent trade shows, including JCK Las Vegas, IJO and The Centurion Jewelry Show, and contributes to top industry publications. Visit the jewelry marketing experts at



Wilkerson Testimonials

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Eileen McClelland

2019 Big Survey: 10 Times When Jewelry Store Employees Left the Job in Dramatic Fashion

Results of the 2019 Big Survey have been rolling in. Here’s a sample.



WE ASKED SURVEY respondents to share the most epic ways they’d seen someone quit or be fired. Dealing with employees on their way out can be touchy. Sometimes these unfortunate encounters even culminate in award-winning dramatic performances. Read on for the most memorable ways employees have parted ways with jewelry stores:

Top 10 Countdown

The award for best dramatic performance goes to the employees who:

10. Screamed at the top of their lungs, “I QUIT”

9. Showed up in pajamas, had a breakdown, then quit and walked out.

8. Threw rings at the boss while asking for a raise, then quit.

7. Threw a crystal piece through a showcase shelf.

6. Hit the jeweler in the head with a bag of bananas.

5. Threw his key at me.

4. Came in wielding a pipe wrench screaming that we were liars.

3. Ran out of the shop, arms raised in the air, saying “he’s trying to kill me.”

2. Got drunk at a charity event we were sponsoring, hit on one of the ladies and pulled her skirt up. Police were called.

And the No. 1 best dramatic performance goes to:

1. The employee who hired a marching band to quit.

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 North American jewelers. Look out for all the results in the November issue of INSTORE.

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Wow Your Customers with This Video Messaging App

Jewelers can make online experiences feel a lot more like in-person experiences.




DO YOU REMEMBER the last time a business did something unexpected for you? Something you truly appreciated? Of course, you do. Those are the moments that imprint themselves on our memories. For me, it was with a video messaging app called Bonjoro.

My Wow Moment

When I signed up for their free trial, I expected to get a video message from them. That’s what they do. And they told me I would. What I didn’t expect was to get a video answer about a tech issue I was having minutes after I emailed them about it. That blew me away.

In the jewelry industry, we pride ourselves on our in-store service and fret about our online marketing. Gone are the glory days with greater foot traffic. Now everyone wants to kick the tires online before they commit to coming in. But what if you could bring your amazing customer service to customers before they ever stepped foot in the store?

Bonjoro to the Rescue

That’s exactly what Bonjoro allows you to do. Bonjoro is an easy to use video to email messaging app for businesses. They make recording and emailing a personalized video to customers almost effortless. And you can even send these videos when they’ll have the biggest impact, like right after they fill out a contact form on your site.

Imagine a prospective customer visits your site. They fill out a contact form with some details about the type of engagement ring they’re looking for. After they press submit, someone on your sales team gets a notification. Once they have a free minute, they pull out their phone and record and send a video in less time than it would take them to respond to the email.

“Hi, Jim! I know exactly the style that you’re looking for, and we have some great options for you. You can see a few of them in the case behind me, but I have a few more that I’d like to pull out and show you. You mentioned that you have a lunch break at noon. Why don’t you stop by tomorrow, and I’ll have them all ready for you? In the meantime, there’s a link to our website’s engagement ring gallery in this window. If you see anything else you like, you can write me a quick message, and I’ll be sure to add it. See you soon!”

An Experience Like No Other

This is an experience most jewelers aren’t going to offer. The enthusiasm and confidence communicated in a video are hard to match in an email response. And the customer has likely never received a response like this from a jewelry store. Just the thought that someone took the time to personally address them with a video will make them more likely to stop in. Plus, they already feel like they know you.

Almost Face-to-Face

Bonjoro is a way to send quick, personalized videos to customers. They’re meant to be mixed into the daily routine and workflow of your sales team. This isn’t the time for high-quality video production or perfect angles. This is much more personal and organic than that.

People online aren’t used to being addressed personally by video. It gives them a personal touch that usually only happens in the store. When you use Bonjoro, the most important thing is to press the record button and talk to the customer like they’re right there in front of you. What a wonderful way to wow your customers!

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Commentary: The Business

Customer Fired for Cause

Her phone manners left something to be desired.




Laurelle Giesbrecht of French’s Jewellery says her daughter Heidi, now 15, is not afraid to answer the phone despite what happened and calls it “a learning experience.”

WHILE VISITING A great friend and store owner, Laurelle Giesbrecht of French’s Jewellery in Alberta, Canada, we were commiserating over coffee. I have always loved hearing her stories about community involvement or win/win sales interactions. This time, she had a real doozy.

A customer had recently purchased a $300 ring for her daughter and had sent her back to the store for a free sizing. The young girl had decided it was not going to be on her third finger but the much larger first. That meant the ring needed to be sized from 5 to 10. For this, there would be a charge. The girl left the ring.

Laurelle’s daughter, Heidi, was answering phones as her mom finished closing the store. It was the last call before locking up. Heidi asked how she could re-direct the caller and then, holding the phone to her chest, asked her mom if she wanted to take the call. Mom assured her she was doing fine. It brought a smile to her face when she heard her daughter tell the caller that she would pass the message along to their HR manager.

But later at home, the true story emerged. The call had been from the original purchaser of the size 5 ring, and using a long string of vulgarities, she had demanded a full refund. The next day, typically affable Laurelle left a message requesting a return call. When the return call came, Laurelle informed the customer that the swearing she had done over the phone had been directed at her 13-year-old daughter. She added that she would not allow that treatment of any of her staff. After informing the customer that she would process a full refund, she asked for her mailing address so she could mail it. Laurelle calmly informed the customer that she was not to come back to her store.

But the story was not over. The customer ignored the request to not return to the store and instead brought a beautiful bouquet of flowers with a neatly written card. She wanted to personally deliver them to the 13-year-old child who had listened so intently to her vulgar language. This customer knew that the depth of her apology could only be appreciated by a face-to-face meeting between an embarrassed adult and precocious child!

If there are lessons here, they are written between the lines.

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