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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.




Survey results for jewelers who write blogs


  • 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


  • 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?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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



Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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