03012017Wed
Last updateTue, 28 Feb 2017 9pm
Jane Kirk appointed Executive Director of NC Jewelers Association

Jane Kirk appointed Executive Director of NC Jewelers Association

(RALEIGH, N.C.) - The North Carolina Jewelers Assoc...

Retailer Roundtable: Is the bead trend over?

Retailer Roundtable: Is the bead trend over?

Q: Is the bead trend over?

“The bead trend is defin...

Gemstone wholesaler Tim Roark mixes business with friendships across the globe

Gemstone wholesaler Tim Roark mixes business with friendships across the globe

Tim Roark hadn’t traveled a lot as a child, but he...

Paying tribute to one of the oldest bench jewelers in the southeast

Paying tribute to one of the oldest bench jewelers in the southeast

John Bosco:  May 23, 1924 - December 14, 2016

The f...

GJA, AJA announce 2017 Convention dates

GJA, AJA announce 2017 Convention dates

The Georgia Jewelers Association (GJA) and Alabama...

Other News

The SJG Smart Business Report

Sponsored content from the Southern Jewelers Guild

“The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” ~ Socrates

Spring is around the corner, and that means it must be time for the Spring edition of...

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Industry Events

Fourth edition of Hong Kong International Diamond, Gem & Pearl Show off to strong start

Fourth edition of Hong Kong International Diamond, Gem & Pearl Show off to strong start

Hong Kong International Jewellery Show opens today

The International Diamond, Gem & Pearl Show opened on February 28 and continues through March 4 at the AsiaWorld-Expo. This fourth edition of the show, organized by the Hong Kong Trade Development...

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On The Move

Belair Time Corp. names Chuck Goedtke Southeastern Sales Manager

Belair Time Corporation has announced the appointment of long-time watch industry veteran Chuck Goedtke to Southeastern Regional Sales Manager. Chuck will be covering Florida, Georgia, Tennessee, Alabama, Mississippi and Kentucky for Belair.

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What's New

New Magical Moments dancing stone bridal line to debut at Atlanta Jewelry Show

New Magical Moments dancing stone bridal line to debut at Atlanta Jewelry Show

Sevan Sevan, Inc. is pleased to introduce Magical Moments, a new jewelry line to debut at the Spring 2017 SJTA Atlanta Jewelry Show in booth #540.  Magical Moments, the latest addition to Sevan’s Twinkle Collection, incorporates patented dancing ston...

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Featured Articles

Big idea for little diamonds

Big idea for little diamonds

HH Gold turns retailers’ melee into by-the-inch creations  

HH Gold Inc., known since 1985 as the place to go for special orders, unique jewelry and coin jewelry, recognized an opportunity several years ago to capitalize on the extra melee gathering du...

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Latest News

The SJG Smart Business Report

18 HOURS AGO

Sponsored content from the Southern Jewelers Guild

“The secret of change is to focus all of your energy, not on fighting the old, but on building the new.” ~ Socrates

Spring is around the corner, and that means it must be time for the Spring edition of the Atlanta Jewelry Show. Warmer weather is on th...

Readmore

How to drive sales in a changed retail jewelry climate

18 HOURS AGO

Last year, Bob Dylan won a Nobel Prize in Literature “for having created new poetic expressions within the great American song tradition.” One of the earliest poetic expressions he penned was “The Times They Are A-Changin’,” which has been acclaimed as one of the early ‘60s great protest songs. In l...

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GJA, AJA announce 2017 Convention dates

17 HOURS AGO
GJA, AJA announce 2017 Convention dates

The Georgia Jewelers Association (GJA) and Alabama Jewelers Association (AJA) have announced they will cohost their annual Convention on March 31- April 2. Now in its 9th year, the two state organizations will join forces at the Marriott Grand National Resort & Robert Trent Jones Golf Trail in O...

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Fourth edition of Hong Kong International Diamond, Gem & Pearl Show off to strong start

18 HOURS AGO
Fourth edition of Hong Kong International Diamond, Gem & Pearl Show off to strong start

Hong Kong International Jewellery Show opens today

The International Diamond, Gem & Pearl Show opened on February 28 and continues through March 4 at the AsiaWorld-Expo. This fourth edition of the show, organized by the Hong Kong Trade Development Council (HKTDC), welcomes more than 1,900 exhibit...

Readmore

Jane Kirk appointed Executive Director of NC Jewelers Association

17 HOURS AGO
Jane Kirk appointed Executive Director of NC Jewelers Association

(RALEIGH, N.C.) - The North Carolina Jewelers Association (NCJA) is pleased to announce the appointment of Jane Kirk as Executive Director, effective immediately. The Board’s action comes with the fullest confidence that Kirk will be an excellent steward of NCJA’s goals and an advocate for North Caro...

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Belair Time Corp. names Chuck Goedtke Southeastern Sales Manager

17 HOURS AGO

Belair Time Corporation has announced the appointment of long-time watch industry veteran Chuck Goedtke to Southeastern Regional Sales Manager. Chuck will be covering Florida, Georgia, Tennessee, Alabama, Mississippi and Kentucky for Belair.

Readmore

New Magical Moments dancing stone bridal line to debut at Atlanta Jewelry Show

17 HOURS AGO
New Magical Moments dancing stone bridal line to debut at Atlanta Jewelry Show

Sevan Sevan, Inc. is pleased to introduce Magical Moments, a new jewelry line to debut at the Spring 2017 SJTA Atlanta Jewelry Show in booth #540.  Magical Moments, the latest addition to Sevan’s Twinkle Collection, incorporates patented dancing stone technology in a bridal line that caters to both ...

Readmore

Rio Grande to offer ForeverFit™ Self-Sizing Shanks

19 HOURS AGO
Rio Grande to offer ForeverFit™ Self-Sizing Shanks

Bernie Reller of RellerGold is pleased to announce that Rio Grande jewelry supply will now carry his ForeverFit™ Self-Sizing Shank in a popular range of sizes in both 14K white and yellow gold in 2.5 and 4mm widths. Other ring sizes, and the 6mm series, in 14K, 18K, and platinum are available as a s...

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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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