07292015Wed
Last updateTue, 28 Jul 2015 10pm
Padgett elected President of NC Jewelers Association

Padgett elected President of NC Jewelers Association

The North Carolina Jewelers Association (NCJA) ann...

Schnack’s Fine Jewelry turns 150

Schnack’s Fine Jewelry turns 150

Not many jewelry retailers can say their store ope...

From Vicenza with Love: At Oro International, Italian family values shine

From Vicenza with Love: At Oro International, Italian family values shine

Fifty years ago, Qurino Ruzza, with 20 years as a ...

Mason-Kay Jade to make Atlanta Jewelry Show debut

Mason-Kay Jade to make Atlanta Jewelry Show debut

Mason-Kay Jade has been a leading fine jade jewelr...

  • Newsletter

  • Latest Post

  • Most Read

Other News

Industry Events

On The Move

What's New

JewelryCADTraining.com offers affordable CAD training online

(FORT MYERS, Fla.) - Glaser CAD CAM Advisers LLC is pleased to announce, JewelryCADTraining.com, jewelry specific CAD (Computer Aided Design) training ...

Readmore

Loading...

Featured Articles

Latest News

China finally says how much gold it has, but nobody believes it

2 HOURS AGO
China finally says how much gold it has, but nobody believes it

China released data on its gold holdings for the first time in about six years, but investors say the guessing game about the country’s actual inventory continues.

The People’s Bank of China on Friday published figures on its gold reserves for the first time since 2009. Its official gold reserves stood...

Readmore

Distinct points of view and a broad product range define JA New York Summer 2015

3 HOURS AGO

Retailers express enthusiasm for both product and environment

(NEW YORK) - The JA New York Summer show, held July 26 - 28th at the Jacob Javits Center, was host to an astounding breadth of product offerings in a serene and welcoming environment. Architectural or personalized pieces on display in the d...

Readmore

From Jewels to Tools: Ivan Levi to speak on enhancing business practices at RJO Show in August

29 DAYS AGO
From Jewels to Tools: Ivan Levi to speak on enhancing business practices at RJO Show in August

(HIGHLAND PARK, Ill.) - The jewelry industry has seen changes in the way business is being done since the advent of the Internet, and especially since the economic downturn began in 2007. Ivan Levi’s quest to find answers to questions about these changes led him to discover how one specific, yet easy...

Readmore

Rings of Strength collects over $60,000 for JFC

29 DAYS AGO
Rings of Strength collects over $60,000 for JFC

(NEW YORK) - Jewelers for Children (JFC) held the 3rd Annual Rings of Strength Tour on Thursday, May 28, at Mandalay Bay Resort Casino in Las Vegas, NV. More than 125 participants assembled at 5:30 a.m. to either walk or run 5K, or bike one of two courses, a leisurely 15K route or a challenging 50K r...

Readmore

Elemetal® announces strategic name changes to reflect broad range of precious-metals services

3 HOURS AGO
Elemetal® announces strategic name changes to reflect broad range of precious-metals services

(DALLAS) - Elemetal, LLC, one of the largest American-owned precious metals conglomerates, announced strategic name changes to its subsidiaries to better reflect their membership within the Elemetal family of precious-metals companies, and their industry-leading range of products and services.

Elemeta...

Readmore

Padgett elected President of NC Jewelers Association

28 DAYS AGO
Padgett elected President of NC Jewelers Association

The North Carolina Jewelers Association (NCJA) announced that Brad Padgett, an independent jeweler and native of Jacksonville, North Carolina, is the new president of the statewide association. His two-year term of office as the organization’s president began May 16.

Padgett graduated with a B.S.B.A....

Readmore

JewelryCADTraining.com offers affordable CAD training online

3 HOURS AGO

(FORT MYERS, Fla.) - Glaser CAD CAM Advisers LLC is pleased to announce, JewelryCADTraining.com, jewelry specific CAD (Computer Aided Design) training is now open for business.

JewelryCADTraining.com is offering elementary to cutting-edge training on newer and older versions of Matrix, Rhino, Magics a...

Readmore

Lafonn debuts Asscher Cut Collection

6 DAYS AGO
Lafonn debuts Asscher Cut Collection

(CYPRESS, Calif.) - Lafonn raised the stakes in Las Vegas and debuted a new collection featuring today’s hottest diamond cut: the Asscher.

Originally designed in 1902, the Art Deco-styled rectilinear diamond cut is having a modern-day renaissance. Lafonn adds its signature style to the Asscher Cut Sim...

Readmore

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..


Columnist



Media Kit