March 15, 2017
On Monday, March 13, Jewelers of America held its first "Idea Exchange," a gathering of jewelry professionals to discuss topics that keep them up at night. JA held this first event of a new knowledge sharing series during the JA New York Show, and jewelry store owners and managers as well as manufacturers and suppliers were in attendance. The group split into two tables to discuss two hot topics for jewelry sales: social media and customer acquisition. Here's a quick summary of the ideas exchanged during the lively discussion. You can read a further recap at

Customer Acquisition

  1. Reviews and referrals are key to acquiring new customers. Ideas for generating reviews and referrals included: including asks for reviews and referrals into the sales process; using an online reputation management platform, like Podium and Reputation Stacker. See our recent article on online review management for more tips.
  2. Social media is a main driver for new customers. 
  3. A Big challenge: Motivating staff to make phone calls for clienteling. 

Key Takeaways for Social Media & Internet

  1. Regularity is key. You can’t post on a social media site once a month or even just once a week. You have to post every day, preferably more than once a day!
  2. Good photography is as important as regularity. Don’t be afraid to get creative with your social media shots; take pictures of your jewelry while you’re at the beach. Also, stock up on social media content while you’re at trade shows like Tucson, New York and Las Vegas. It will be interesting to your followers to see where you go to source your jewelry.
  3. Be sure you’re utilizing all your inventory in sourcing content for social media. It’s nice to promote bridal, sure, but sometimes jewelers forget there are other gemstones in their cases that need love too.

What's Next for the JA Idea Exchange Series

Jewelers of America is hosting a second Idea Exchange at the Alabama/Georgia Jewelers Convention on Sunday, April 2, 9:00-10:30AM in Opelika, AL. Anyone in attendance can participate (Conference Registration Form).

We'll continue to share the ideas and strategy shared at these knowledge sharing events on If you are interested in taking part in a future Idea Exchange, contact JA Director of Public Affairs & Education Susan Thea Posnock at This email address is being protected from spambots. You need JavaScript enabled to view it..
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