Make Social Media Sparkle for Your Jewelry Store

Jewelers understand the need to engage with clients and keep on the top of their mind. We want our clients to continually think about us, our products and offer us as a recommendation to their friends. This would be a dream come true for jewelers, but how can this be accomplished? Is there some magic wand? Well, quite honestly no, but there is a great set of tools that can be leveraged to accomplish these objectives: social media platforms.

Social Media Improves Search Engine Ranking

Google, Yahoo! and Bing all have a common priority: ensuring that they’re delivering quality content to their users. That’s it. So these search engines take many factors into account when ranking sites in their search results. The people that share your content on social media sites are essentially “votes” for you and the search engines take this into account. Think about it, the more people who like and share your content, the more likely the search engines will want to show your company’s website in the search results.

Stronger Ties with Your Clients

Social Media platforms allow you to build good relationships with your client base because once they “Like” you, it’s like you’re a close friend of theirs. Your content (updates, pictures, events, etc.) shows up alongside their friends’ posts which allows for an anti-separation of business promotions and friend activity. When you have an active social media presence, you can carry on prolonged, friendly conversations with your followers. When this happens your social reach has surpassed just your fans pages and shows up on their network-their interactions with you pop up on their friend’s news feeds too. Are you starting to see the value?

Personalized Interaction and Rapport Building with Your Clients

Facebook and Twitter allow you to engage with these clients one-on-one even when they’re not in the store. If they comment on a photo you post or ask a question to you, you can immediately respond to them which offers a transparent and effective way to communicate across digital platforms. Many customers are now taking to social media to search for products and recommendations. I read a report recently that stated that when purchasing large ticket items, many consumers first consult recommendations from their social circle.

All That Glitters is Not Gold

This isn’t an easy process and you should understand that before undertaking a full-blown social media marketing initiative. These platforms use one of your greatest resources-time-so it’s essential to know that you’re doing it right… and in the right place.

Campaigns will not survive without content. You must allocate time and resources to create or compile content-blog posts, photos, videos, posts, etc.

Content doesn’t last forever. You need to be committed to creating content on a regular basis and be ready to post several times per day. Tweets get buried fairly quickly and Facebook posts without engagement fall fast as well. Even by crafting a perfect post, tweet or pin won’t be on the top of news feeds forever. Post consistently and post often.

This doesn’t happen overnight. You must understand that success in social media takes time. It takes several months to build a strong social following of fans and generate engagement with them.

Social media can be a great vehicle to engage with your clients, show them cool pieces of jewelry and drum up recommendations when done correctly. There is no perfect guide for how to use social media, so experiment and see what works. I suggest that you encourage your staff to get involved as well because many of them are experienced Facebookers, tweeters and pinners. Lastly, remember to have fun with this because if you’re not having fun, chances are your clients aren’t either!

Selling Your Fine Jewelry and Diamonds

There are many reasons for deciding to sell your unwanted diamonds and fine jewelry. You may be seeking emotional release from a broken relationship, needing emergency cash, purchasing or remodeling your home, or updating your jewelry for something more fashionable.

What Is It Worth?

After you decide to sell your fine jewelry, the first question is: What is it worth? Quite simply, your jewelry is worth what someone else is willing to pay for it. But there is a difference between appraised value and market value. Most appraisals are not a valid indicator of the worth of your jewelry or diamonds. You may only get between 10% and 20% of the appraised value. An appraisal can be issued for different reasons. Sometimes, a high appraisal is used as a marketing tool by a retailer who wants his customer to believe he got a great deal. Insurance companies also don’t mind inflated appraisals, because the premiums customers pay are based on the submitted value. If you want an accurate assessment of your diamond or jewelry’s value, have it appraised by an independent appraiser who has no interest in it. When it comes to diamonds, often appraisals are not accurate as to the color and clarity. There are no industry guidelines, standards or government regulations as to the accuracy required for describing jewelry or its value.

Diamond Grading Certificates

If your diamond came with a certificate from the GIA, the Gemological Institute of America, you will be able to get a valid offer over the phone or emailed to you. There are other diamond grading labs, but GIA is consistently the most accurate. If you are selling a diamond that is probably worth more than $5000 and you have two weeks time, you might consider having your diamond certified by the GIA.

Sell Jewelry Quickly

So where do you go if you want to sell your jewelry or diamonds quickly?


You might first talk to your friends or relatives, and see if anyone is interested in purchasing your jewelry. However, it is not likely you will find a buyer this way, and you may create tension in your friendship by disputing the jewelry’s value.

Ad in the Local Paper

You might also think of placing an advertisement in your local newspaper. Because of the limited number of potential buyers, it may be difficult to find a qualified purchaser willing to give you full market value.


The absolute worst place to sell jewelry is a pawnshop. They are in the money loaning business, and they buy all kinds of junk. You will be offered ten cents on the dollar if you are lucky. Pawnshops are usually located in less than desirable neighborhoods, so you may need to be concerned for your safety.

Retail Jewelry Stores

In most areas companies that purchase or take jewelry on consignment from the public are required to be licensed and regulated by the state and often local law enforcement agencies.

However, retail jewelry stores have diamonds given to them on consignment from large diamond dealers. If they purchase your diamond, they will have to lay out their own cash, so they will offer considerably less to purchase it out right.

On Line Diamond and Fine Jewelry Buyers

If you look on the Internet, you will find a number of companies offering to buy your gold, fine jewelry, quality watches, and diamonds online. You can contact these companies by telephone or email. They can provide you with a tentative offer based on the information you provide. Once the company receives and evaluates your jewelry you are contacted with a firm offer. WARNING some of these firms will offer you a unrealistic high price to get you to send them your jewelry and they contact you with a significantly lower price.

There is always a potential for loss when sending expensive items. If you choose one of these companies, find out which carrier they use and if the item will be fully insured. The US Postal Service is probably your best choice as they are self insured and your jewelry is not insured by a third party.

Usually sellers choose an online jewelry buying company for convenience. It means you don’t have to go anywhere. But often customers are disappointed when they hear how little money they will receive. By then they have already sent the item, and may figure it is not worth the trouble to pay to have it returned to them.

Questions to ask on line buyers

o How long have you been in business?

o Do you have a showroom or office that i can bring my items to?

o Are you Better Business complaint free?

o Are you licensed?

o Are you in compliance with state and federal laws and guidelines?

On Line Auctions

In addition to online gold and jewelry buying companies, there are also the Internet auction sites, such as eBay and On these sites, you can post the jewelry items you have for sale, and potential buyers will respond with offers. On Internet auction sites you will encounter a lot of people looking for a bargain, and possibly even scammers and criminals. Because you are dealing with individual buyers, not a reputable company, you are at risk for loss. If you do decide to sell through one of these sites, make sure to protect yourself as much as possible by meeting your buyer in a safe public such as your bank or Starbucks.

Auction Houses

In addition to online auction sites, there are a number of highly reputable, well-established auction houses that have auctions for fine jewelry, such as Bonhams & Butterfields, Christie’s, and Sotheby’s. Generally these auction houses are only interested in high value items. Bonham & Butterfields will also give you a good idea of your item’s value, before you decide where to sell it. There are not auctions everyday, so you will have to wait awhile for your proceeds. In addition, as the seller you are responsible for the costs associated with selling your jewelry, such as marketing photographs and a commission, and these will reduce your profit. Bonhams & Butterfields will take lower value items to list in their auction catalogues. This does entail a considerable delay in selling your jewelry, however, because they only publish catalogues a few times a year. The advantage to being willing to wait to sell is that you may receive more money.

Your Best Option

There are advantages to selling your jewelry quickly: cash in your pocket immediately and removing emotional attachments rapidly. But how do you ensure confidentiality, no scam artists, and no security risks? Your best option may be a reputable diamond and jewelry buyers with an established place of business, such as The San Francisco Diamond Exchange. When you deal with us, you may rest assured that you are dealing with a fully licensed diamond and jewelry professional. This provides you with the ultimate security. When choosing a diamond purchaser, you may want to find out if you can walk in with your jewelry, or if your have to send it by mail. Obviously, it is more secure if you do not have to use a delivery service.