08292015Sat
Last updateWed, 26 Aug 2015 10pm
Veteran rep Carolyn Woltz Lennon retires

Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolin...

Shinola brings back American-built watches

Shinola brings back American-built watches

Business leaders that turn adversity into opportun...

Cargo Hold launches new line of classic, colorful bracelets

Cargo Hold launches new line of classic, colorful bracelets

(CHARLESTON, S.C.) - CARGO™ Enamel is the latest co...

Endless Jewelry strengthens senior management and secures investment

Endless Jewelry strengthens senior management and secures investment

“We proudly announce that we are strengthening the...

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Harmon Group’s 3 steps to handle negative comments on social media

Harmon Group’s 3 steps to handle negative comments on social media

Social media platforms have created a unique public forum for consumers to quickly spread their opinions and experiences with brands across the web for other consumers to read. And while social media can serve as a great tool to build brand loyalty a...

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Industry Events

Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

August 2015 Edition Filled With New Resources, New Initiatives, Fun Networking Events

(ATLANTA) - The Atlanta Jewelry Show capped off its 65 th Anniversary year with fresh finds, new initiatives, educational and networking events and a festive finale tha...

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On The Move

Wholesale Moissanite expands its network of partners

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues...

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What's New

Retail consulting services for events now available from SimplexDiam

With more than 30 years experience providing jewelers with unique and exceptionally priced inventory along with premium service, SimplexDiam is proud to announce its new consulting services to help jewelers maximize their assets.

SimplexDiam can now h...

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Featured Articles

United Precious Metals Refining – steady growth since 1988

United Precious Metals Refining – steady growth since 1988

Established in 1988, United Precious Metals Refining (United) was founded by previous employees of the former P.M. Refining Co. in Buffalo, NY. A team of well experienced management, sales, office, assaying, refining, melting and fabrication personne...

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Latest News

Harmon Group’s 3 steps to handle negative comments on social media

2 DAYS AGO
Harmon Group’s 3 steps to handle negative comments on social media

Social media platforms have created a unique public forum for consumers to quickly spread their opinions and experiences with brands across the web for other consumers to read. And while social media can serve as a great tool to build brand loyalty and to foster customer relationships, it can also s...

Readmore

How jetsetting thieves who stole over $3M in diamonds, jewelry were caught

2 DAYS AGO
How jetsetting thieves who stole over $3M in diamonds, jewelry were caught

When Portland, Oregon police department Det. Eric McDaniel and Sgt. Brian Hughes began to interrogate a thief who had robbed a local jeweler, they had no idea they were about to learn that the con man would lead them to a nationwide crime spree masquerading as a shopping spree.

A pair of diamonds wor...

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Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

10 DAYS AGO
Atlanta Jewelry Show ends 65th anniversary celebration with a flourish

August 2015 Edition Filled With New Resources, New Initiatives, Fun Networking Events

(ATLANTA) - The Atlanta Jewelry Show capped off its 65 th Anniversary year with fresh finds, new initiatives, educational and networking events and a festive finale that truly celebrated the Association’s 65 years. Fro...

Readmore

24 Karat Club Southeastern U.S. holds 41st annual Banquet

17 DAYS AGO
24 Karat Club Southeastern U.S. holds 41st annual Banquet

 

Mary Hayes, Hayes Jewelry in Mobile, AL named 2015 Jeweler of the Year

(ATLANTA) - The 24 Karat Club Southeastern United States (SEUS) hosted its 41st annual black-tie Banquet at the Atlanta Country Club on August 8th. The elite event was well attended with approximately 200 leaders of the jewelry in...

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Veteran rep Carolyn Woltz Lennon retires

27 DAYS AGO
Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolina, South Carolina and part of Virginia, sales representative Carolyn Woltz Lennon has announced her retirement. Carolyn began her career in 1983 with CMI Jewelry Wholesale in Raleigh, NC. She went on to represent Minneapolis, MN-based Jewelmont then ...

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Wholesale Moissanite expands its network of partners

28 DAYS AGO

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues to be a leading distributor for Charles & Col...

Readmore

Retail consulting services for events now available from SimplexDiam

3 DAYS AGO

With more than 30 years experience providing jewelers with unique and exceptionally priced inventory along with premium service, SimplexDiam is proud to announce its new consulting services to help jewelers maximize their assets.

SimplexDiam can now help convert your assets into the maximum amount of...

Readmore

Hoover & Strong introduces Guaranteed Recycled Diamonds in their Harmony Diamond Auctions

3 DAYS AGO
Hoover & Strong introduces Guaranteed Recycled Diamonds in their Harmony Diamond Auctions

Hoover & Strong has announced they are now offering guaranteed recycled diamonds in their online Harmony Diamond Auctions.

Virginia based eco-friendly refiner Hoover and Strong is an avid supporter of the “green” movement and feels it is their social, environmental and moral obligation to produce...

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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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