Last updateWed, 20 Sep 2017 7am


Internet Marketing Strategies - Keywords the key to Internet success

Keywords are the words and phrases that people type into a search engine in order to find a website offering the information they are looking for. The search engine uses the keywords to decide which webpages to deliver in their results pages. That's why Keywords are crucial to your online marketing. Choose the right ones and use them in your website correctly, and you can rank well on Google, Yahoo, MSN or any other search engine. Ignore them and your pages will rarely be found.

Online Video Marketing

If a picture is worth a thousand words, a video is worth a million!

It's probably no surprise to you that the Internet is one of the best places to promote your jewelry store. However, what may be surprising is the best place to do that online promotion is YouTube!

That's right. YouTube, that website with all the crazy videos posted by teenagers and humorous home movies of the grandchildren, and other video hosting websites like Yahoo Video and Veoh are some of the BEST places to advertise your store and the brands you carry.

A legend in his own time

In a society filled with mistrust and cynicism, it is refreshing to hear good news. It's nice to know that every newsworthy event is not one of hurt and harm and mayhem. For those trying to live a good and decent life, it is encouraging to learn that the American Dream can still be realized and that nice guys, in fact, do not always finish last. Such is the story of Prem Jain, an immigrant who has worked hard, helped others, and made a fine life by serving his customers graciously. He is the founder and owner of GemsOne, and the recipient of the Ohio Jewelers' Association's 2008 Legends of Ohio Award.

Armena Refinery - Enjoying the ride

There's nothing quite like a really good roller coaster. Combine speed with hills and loops and hairpin turns, and you are in for a terrific ride. The same cannot be said when your company adopts the same characteristics. What is exciting and invigorating at an amusement park can be frightening and distressing when it occurs in the foundation of your business. And this has been the plight of Armena Refinery in recent months, as the prices of precious metals have fluctuated. Armena has contended with volatile markets as they continue to serve their customers.

Selling wholesale may not be wholesome

It has become commonplace to buy in bulk here in America.  Wholesale clubs like Sam's Club and Costco are popping up all over the landscape and consumers are readily stuffing over-sized boxes of Cheerios and 5-gallon drums of mayonnaise into their massive buggies all in search of bargain prices.

I Love My Job! The REAL question

It was a stunning view, we were on a bluff that over looked the city, the stars had all come out for the event, and even the moon was in full display. The city lights below shone like a bed of gemstones atop a lit table. I turned to look at him and he was not towering over me at his 6'4" height - he was kneeling. He took my hand and softly spoke my name and from that moment on I cannot exactly remember what was said. I do recall pulling him up, by his shirt, from his knee and hugging him with all my might. I knew there was a ring on my finger, but I had no clue what it looked like. All I knew was that at some point he said, "Will you marry me?" and I said, "Yes." As proposals go - it may not have been the best; however it could not have been bad - after all I said, "Yes" and we have been married for 23 years.

Now some twenty+ years later, I get a glimpse into my husband's preparation for that unforgettable night. I am the retail jeweler that plays a part in that night by assisting in the selection of the "symbol" of that request, commitment and promise.

I must admit that as each hopeful groom passes through my door I get more and more confused and at a loss to understand this next generation. I recently had a client come in to purchase an engagement ring. He came through the door saying that she wanted a 1+ carat round brilliant diamond with a good color, ideal cut and good clarity. After spending 3 hours with him, attempting the impossible (made impossible by his $2K budget), I sent him out the door to rethink things. He could not give her what she wanted and spend what he wanted. I told him, "Welcome to the world of marriage - marriage is about compromise and one of you has to bend." I explained that I would love to help him in his quest however his quest had to be reasonable.

As he left I wondered what her proposal would look like. Would they stand on a bluff in the beauty of the night, with him on one knee? Would she pull him to his feet by his shirt and proclaim, "YES" or would she say, "Well, I do not know. Let me run back to the car to view the ring in the light." Would she say, "I will give you my answer in the morning when I can see the ring"?

Yesterday I met with a client that was looking for a "certified" diamond. It had to have papers. I have no issue with that, but I will admit that his insistence had caught me a bit off guard. I dealt with my "off balance" feelings by chalking it up to him being one of those people that will have a registered breed dog, authentic Waterford Crystal and is suspicious of everything. I did have some fun with him because I think I caught him a little off guard when instead of pulling out diamonds to show him I pulled out nothing but certificates.

As he left the office, with papers and diamond in hand, I could not help but play out his proposal. I could picture it. He stands before her reading the certification, then hands it over to her along with the ring. In turn she hands over a copy of her birth certificate, family pedigree and health records - and they are now officially engaged.

I understand that I am a bit out of touch with things. I am always the last to hear about a plane crash or the latest lottery winner. My time is consumed by my business and by my family so I am sure I missed something. I would really like someone to help me understand... When did the RING stop being a SYMBOL of the commitment and become the focus of a marriage? Would she really say NO if she did not get her one carat? When did the focus of a proposal shift from the commitment and union of two lives to the type of ring he proposes with?

Silly me, as a retail jeweler, I thought it was my job to assist in finding the perfect ring that matched the uniqueness of their relationship and love. I thought that with a GIA diploma and years of experience I was well prepared to perform my job - and I was - until someone changed my job description. Now my job description states that I am a go-for. I am dictated to by clients that know nothing about diamonds. I am told, "Go find me a (alphabet soup) diamond and put it in this ring (showing me a print out of a picture she e-mailed him) and do it for (blank) amount of money." I am forced to work under the implied impression that if I cannot perform the dictated task she will not be happy and I will be a failure.

Perhaps I could be more successful in my job if someone could help me understand - when did the real question of "Will you marry me?" become "Will you accept this ring?" On second thought, with divorce rates at 50+%, bankruptcy at an all time high, and staggering foreclosure rates - I am not sure I want to understand how the focus became the ring instead of the commitment.


Tammy L. Williams, Graduate Gemologist of GIA, also prizes her membership in AGTA. She is President of J D Jewelers, a salon private jewelry business located in Suwanee, Georgia and the Southeastern Rep for Global Diamonds. Tammy is very active as a speaker and authority on Gemstones and Diamonds. Whether in her laboratory at J D Jewelers, on the lecture circuit or writing about her experiences in business, her love and passion for gemstones becomes contagious. If you'd like to contact Tammy, please e-mail her at This email address is being protected from spambots. You need JavaScript enabled to view it..