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Do You Or Don't You?

Do You Or Don’t You: Maintain a Regularly Updated Blog On Your Website?

Only a quarter of you do this.

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Survey results for jewelers who write blogs

YES, WE DO

  • We aim to update our blog at least two times a week. Our content ranges from store event coverage, jewelry tips, celebrity engagements/weddings, YouTube videos highlighting particular pieces and providing information on individual gemstones. We actually have two blogs, one for our website directly and a style blog that is connected to our website. The fashion blogosphere has a massive following so we decided to mash our store’s inventory with our Polyvore account to create “looks” that we can discuss and talk about via our style blog. — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • I have been writing a blog for about five years and it is the best marketing tool I’ve had in the last 10 years. I write all the material myself. It deals with a myriad of issues in the trade as well as somewhat personal articles about me and why I do what I do. It’s on Blogspot but the latest articles are posted on the website and there are direct links to it on every page of the website. Best thing I ever did. If a customer comes into the shop looking and I can get them to go read the blog I almost always get them back as a customer.
    — Daniel Spirer, Daniel R. Spirer Jewelers, Cambridge, MA
  • We talk about what’s trending, or anything that we have going on at the store. — Laurie Langdon-Gerber, Elisa Ilana Jewelry, Omaha, NE
  • We have a blog, but it’s ghost-written by The Jeweler’s Blog. — Sydney Nusinov, Charles Nusinov & Sons, Parkville, MD
  • We post to our blog two times a week. Content is created and gathered from interesting websites and primarily deals with jewelry facts, star power, myths and news items. It is part of our online mix with a total of about 265 posts dating back to 2012. We have an average of over 100 page views per day. — Richard Frank, Goldstein’s, Mobile, AL

NO, WE DON’T

  • A blog needs to be consistent and engaging to be successful. With all of our other projects we don’t have the time to do it right, so better to not do it at all! — Jeff Vierk, Vierk’s Fine Jewelry, Lafayette, IN
  • I had one but I never have time to keep it up. — Josh Rider, Dylan Rings, Montgomery, AL
  • We created one a few months ago but do not have the man power to consistently update it with new posts. It is one of our goals for 2015. — Whitney Lang, Burkes Fine Jewelers, Kilmarnock, VA
  • We keep in contact with our clients through Facebook, YouTube, Twitter and Etsy. We do not need a blog. — Deric Metzger, DeMer Jewelry, Oceanside, CA

What’s the Brain Squad?

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Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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