08272016Sat
Last updateTue, 23 Aug 2016 8pm
Jeweler helps staff with gun safety training

Jeweler helps staff with gun safety training

Sales and support staff in jewelry stores across t...

24K Club SEUS honors Mark & Rhonda Jacobson with 2016 Jeweler of the Year Award

24K Club SEUS honors Mark & Rhonda Jacobson with 2016 Jeweler of the Year Award

(SMYRNA, Ga.) - Mark and Rhonda Jacobson, owners of...

Retailers “ready to buy” at the Atlanta Jewelry Show

Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to mo...

Kentucky Jeweler identifies credit card scam

Kentucky Jeweler identifies credit card scam

One occurrence is an anomaly. Two instances of a p...

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Industry Events

JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (Oc...

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On The Move

24 Karat Club SEUS inducts new members

24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insuran...

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What's New

HOLLIS BAHRINGER expands line of men’s designer jewelry

HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions b...

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Featured Articles

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Q: What are the biggest challenges facing today’s independent retail jeweler?

“As an independent retail jeweler we are constantly facing many challenges ranging from competing big box stores, other independent jewelers, a declining consumer interest i...

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Latest News

Lockheed Martin Files Patent to 3D-Print Diamonds

3 DAYS AGO
Lockheed Martin Files Patent to 3D-Print Diamonds

Aerospace company Lockheed Martin filed a patent for making synthetic diamonds from 3D printing.

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Digging underway in search for “Nazi Gold Train”

3 DAYS AGO
Digging underway in search for “Nazi Gold Train”

WALBRZYCH, Poland — A group of explorers has begun digging in southwestern Poland in a quixotic search for a buried Nazi train said to be filled with stolen gold, gems and artworks — despite experts’ doubts that the train even exists.

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JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

3 DAYS AGO

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (October being the 2nd largest jewelry trade show in ...

Readmore

Retailers “ready to buy” at the Atlanta Jewelry Show

17 DAYS AGO
Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to models draped with pearls, welcoming buyers to a bright show floor brimming with new products and collections from first-time and long-time vendors. Held from August 6 to 8 at the Cobb Galleria Centre, the show’s robust agenda of events included educat...

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24 Karat Club SEUS inducts new members

10 DAYS AGO
24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insurance and Michael Lebowitz, Director of Jewelry White...

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IDD named Leading Jewelers Guild “Vendor of the Year”

10 DAYS AGO
IDD named Leading Jewelers Guild “Vendor of the Year”

IDD Jewelry of New York, an industry leader in basic diamond jewelry and bridal programs, was recently honored as the “2016 Vendor of the Year” by the Leading Jewelers Guild. As voted by the members of the group, the award recognizes excellence in customer service and innovative product. Already the...

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HOLLIS BAHRINGER expands line of men’s designer jewelry

3 DAYS AGO
HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions bring an ultra premium selection to the already exc...

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ASHI introduces Lovebright Essentials

3 DAYS AGO
ASHI introduces Lovebright Essentials

Offers big look, great price on diamond basics

Studies have shown that basic styles account for as much as 50% of a jewelry store’s total sales. ​ASHI presents Lovebright Essentials, a new ​POS ​program focused on helping you showcase and sell more ​of these ​basic, fast turning, full margin styles​....

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Marketing with Twitter - Push On vs. Pass On

*This is the fourth in a series of six articles about Twitter Social Networking and its use in the Jewelry Industry

Last month we discussed getting your Twitter Account up and running, learned a little about the language, the structure and hopefully, I was able to give you enough positives to keep you from becoming a “Twitter Quitter.”  This month I’d like to give you an overview of “Push On vs. Pass On” marketing and we’ll take a look at how Southern Jewelry News is making their Twitter account work for them.

There’s a term I’ve developed for marketing with social media.  The method is different than traditional marketing but the results, if applied correctly, will be greater than the returns derived from traditional marketing sources.  You can learn to use social media to establish yourself as a credible source of information and expertise in the industry and watch your sales numbers grow.  The difference is, your customers will feel as if you are sharing secrets with them and bringing them into an inner sanctum, behind the counter, rather than leaving them on the other side of the sales floor.

This term, “Push On vs. Pass On,” on the surface is pretty self explanatory.  “Push On” means just that.  You or your salesperson “Push” information on your customer based on what they come into the store requesting.  We have all been there.  A man walks into the store and says, “My wife wants a chain.”  And then he stares at us.

So, you go into sales mode.  “What type of chain?”  “What length?” “Is she going to wear a charm on it?”  “Would you like to buy her a diamond pendant today to add as a sparkling surprise?”  And so on and so on.

All the while, you are “pushing” information on your customer, most of which he will not retain after he has walked out of the store (hopefully!) with his purchase.

Let me make the distinction for you this way.  “Pushing on” information about a product happens when someone is up against a deadline, or they have to make a decision or a purchase right away.  “Passing on” information about a product happens when someone has time to absorb information over time.

“Pass On,” is where social media shines and what social media networks like Twitter excel at.  This is where retailers, and especially jewelry retailers, can take 24/7 continuous advantage of “passing on” information to Mr. “My wife wants a chain.”

Here’s how a series of “Pass On,” tweets would look.  They aren’t designed as “sales pitches” just designed to give information:

14k solid gold rope chains are great pendant chains.  18”,  20”, & 24”, are popular lengths. Make sure to bring your charm along 4 us 2 fit

This tweet is a good one to use if you buy from a company like Leslie’s, because they have the chocolate gold: Do you believe there’s no such thing as “Zero Calorie Chocolate?”   Come on in & see it for yourself today.  Chocolate Gold, it’s Amazing!

Here’s a tweet that works well if you have customers that like things which are a little more unique in style.  And it also has the added benefit of giving your store a chance to showcase it’s wide selection of chain styles:  Pendant chains come in many styles including rope, rollo, cyclone, tinsel, figaro, sparkle, bead & curb.  We can help find the right 1 for U

To structure your social media campaigns properly, you need to figure out what and how you are going to “Pass On” at any given time.  If you use a venue like Twitter, pick your messages.  You have the ability to have an unlimited number of messages and we are blessed to be in a business that gives us a virtually unlimited number of topics from which to choose.  We touched on just one topic above, pendant chains.  From there, we could spring board on to clasps, O-rings, etc.

And let me stop for a moment, because I know some of you are reading this and shaking your head thinking, “this is too boring and my customers are never going to want to hear all of this.  They don’t care about the nuts and bolts of my business.”  And you are probably right, most of them don’t.

But I guarantee you, they want to know that YOU know.  This is why I am telling you, done correctly, Twitter (or other social media/networking sources) can establish you as the credible source in your industry.  Because when your client follows you on Twitter and one day you decide to “Tweet” about O-rings and the tweet looks like this:  Did you know?  O-rings are the piece that connect the clasp of a chain to the chain itself & can most often be replaced if the chain breaks?

Then your client is going to continue to build confidence in your knowledge of the industry.  They don’t have to come and ask you what you know, because Twitter allows you to tell them on a consistent basis.  That’s the beauty of this type of interaction.

If you have any other questions about the “Push On vs. Pass On” marketing concept, please feel free to e-mail me at This email address is being protected from spambots. You need JavaScript enabled to view it. or call me directly at 504-615-1191.

I’d like to take a moment and mention Southern Jewelry News is now on Twitter.Com @sjmajewelrynews. If you haven’t already followed Southern Jewelry News on Twitter, I encourage you to do so.  Through their Twitter updates, you’ll have the chance to read SJN articles you may have missed, view all the latest Show Schedules, see the latest Industry News, Breaking News and much, much more.

Now that Southern Jewelry News is on Twitter, you can also connect with them directly by either sending them a DM (direct message) or using the @ sign to reply to something they have posted on their account.

Next month - What is Social Capital and how can you develop and enhance it for your business?

Ann Glynn is a managing partner of GJB Partners, LLC, a company that provides technology, experience and information to assist members of the jewelry industry.  GJB Partners works with its clients to improve their business and profitability through a combination of Internet-based opportunities, including the Twitter Social Networking Service.  If you’d like more information on using Twitter to enhance your business, contact Ann at 504-615-1191 or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..


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