THE BIG STORY America’s Most Social Jewelry Stores an industry traditionally built on face-to-face relationships and the sparkle of gem-stones under showcase lighting, independent jewelers are discovering that social media, particularly video content, has become essential to survival and growth. Jewelers embrac-ing these platforms aren’t just posting pretty pictures; they’re developing comprehensive strategies that are yielding remarkable results: substantial follower growth, increased foot traffic, higher average sales, and even customers willing to travel across state lines for their services. Independent jewelry store owners are pressed for time and pulled in a lot of directions, so it’s not surprising some have been slow to experiment with the nuances of social media. They may be stuck in a rut of doing the same things that seemed to work 10 years ago. “It’s the same as anything else,” says Chae Carter Wooton, sec-ond-generation owner of Carter’s Collective Fine Jewelry in Petal, MS. “Why were our showcases dark and scary? Why did we all have maroon carpeting for so long? There are so many moving parts to owning a jewelry store, and everything is so important that it’s hard to implement anything new. But things are mov-ing so fast now, and I’m afraid for businesses who cannot adjust fast enough; they will be so far behind.” The jewelers finding the most success aren’t just posting sporad-ically — they’re committing time and resources, experimenting with multiple platforms, and leveraging the unique storytelling capabilities that only video can provide. Whether it’s viral videos that rack up six-figure views, educational content about gemstones that builds trust, or be-hind-the-scenes looks at custom design processes that humanize the business, these retailers are finding that authenticity and creativity drive both engagement and sales. FINDING YOUR SOCIAL MEDIA STRATEGY C hris James Boehner, a grad-uate gemologist, private jeweler and appraiser based in Nashville, TN, has built a follow-ing of more than 100,000 on social media. He emphasizes that effective social media requires commitment and clarity of purpose. “The hardest thing is it’s a job and you have to dedicate time to it. And put a strategy around it,” Black Dog Jewelry has had significant suc-cess with promoting moissanite and gold rings on social media. he says. “Do you want to increase awareness locally, sell things online, or become an authority? Once you know what the goal is, you need to keep that in mind.” For some jewelers, that goal might be establishing expertise. For others, it’s showcasing inventory or build-ing a community. Grace Barretti, marketing director for Greenwich St. Jewelers in New York City, sees social media as essential to their customer journey. “It’s a window into our products, people and services. The more plat-forms you’re on, the more windows you have,” she explains. “The work you put in on social media has a long footprint. People bring in posts from five years ago.” Barretti notes that social media brings in new customers regularly because they research Greenwich St. as well as its competitors before choosing to visit. “People want to know what they’re walking into, and so they heavily research a place, the vibe, the staff; do any of these people look like me? Do they seem like they know what they’re talking about? Can you find examples of custom styles?” Her advice is simple: “You want everyone to have the best view of you.” For Susan Kauffman, owner of Black Dog Jewelry in Lewisburg, PA, social media was a lifeline during the pandemic. When COVID hit in 2020, the business was under a mandatory shutdown from mid-March until June. “We flipped to having online auctions on Facebook,” she says. “We INSTOREMAG.COM / MAY 2025 47
Instore Magazine May 2025: Page 47
