Look Book

48 www.thejewelrybook.com T E C H N O L O GY R E P O R T While many jewelers still debate the merits of social media, a growing number already use it to drive sales, especially in the wedding jewelry arena. From blog posts about customer engage- ments to wedding-jewelry-specifi c hashtags to video proposals, there are many ways to harness the might of social media among couples who rely on it for pre-purchase research. Let the fol- lowing savvy moves from wedding jewelry experts infl uence your social-media campaigns to lift commitment ring sales. H ASHTAG HELP Thoughtful use of hashtags—words or phrases preceded by the pound sign symbol (#) to categorize a topic on social media—can help users fi nd you or your product. Nick Raineri, manager of Raineri Jewelers in New York City, uses them to help ring up engagement ring sales. For example, in mid- September, hashtag searches of terms like #diamondrings on Instagram led a groom- to-be to Raineri's store with images of ring designs—shots his fi ancée found on social media—in hand. The future husband walked away with a $16,000 style made in white gold with an oval diamond center stone and pavé on the shank. Raineri also uses the custom tag #rainerijewelers so fans can fi nd each other and more of the store's handiwork. "Hashtag use on social media helps us engage clients and drive more traffi c," he explains. The hashtag #ringselfi e is a popular one among the newly engaged and some of the stores that sold them rings. Tracey Lyles, director of social media and public relations at Robbins Brothers in Seattle, uses it when sharing clients' engage- ment photos to maximize awareness that "often translates into brand consideration and store traffi c," she says. Mega-brand Tacori, known for wedding jewelry, also periodically uses it. Even more important, though, are Tacori's #tacorigirl and #tacori, which boast postings of 17,000 and 38,000, respectively. Using these on Instagram "creates an inclusive community that refl ects customers' ring pride, and feeds our uniquely curated Tacori Girl section on our website," explains Michelle Chila, senior vice president of market- ing and public relations. The brand's hashtags also serve as a stepping stone to deeper connection in an omni-channel world. It's a place "where people discover, fall in love with, purchase, and wear their pieces and share them with friends—either online or in real life," she says. S TORIES SELL One the most effective tactics to attract more wedding jewelry shoppers may be sharing the real-life proposal stories of existing customers. This is a move employed by many jewelers, including Jennifer Gandia, president S O C I A L M E D I A Engagement ring experts are using clever social-media efforts to help clients celebrate proposals while also planting seeds for future jewelry purchases among their friends. BY JENNIFER HEEBNER Tools of Engagement Tacori Tacori

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