Drive Springtime Sales with 3 Big Social Media Trends

Ahh… social media. The all-encompassing digital channel, intended to connect with others and share content. Really, though, it has become way more than just that. For a lot of businesses of any scale, social media has become a selling tool, a newsletter, an information hub, a means of marketing — all in one. In 2021, if your business does not have an active social presence, you are automatically deemed “fake” or “untrustworthy”. My point is: It’s important to be on social media and have a good knowledge of the ever-changing landscape.

That being said, trends come and go. Stay in the know by educating yourself on what works and what doesn’t on social media. Luckily, your favorite Gen Zer and resident social media savant has done the research for you. All you have to do is apply the information to your daily social media routine. So, let’s get into it!

Here are some 2021 social media trends you should be incorporating into your social strategy!

Social Commerce

So, this is a biggie, especially for you, the modern jeweler. Social commerce is basically just the ability for consumers to shop directly from the platform. Facebook and Instagram are spearheading this trend, in efforts to enhance social media user experience. Since Stuller does not sell direct to public, Stuller doesn’t participate in this trend, but it does make the shopping experience for a Facebook or Instagram users more effortless, which can directly increase your profits. Consumers are more likely to make purchases if they don’t have to jump through hoops to do so, which makes social media commerce a commodity you need to be implementing for your business in 2021.

Live Videos

Live videos have been popular for quite some time now, and they aren’t going anywhere. In fact, I’ve heard a lot of success stories from jewelers when discussing live content. Things like giveaways, product demos, and the like have performed well in their favor. Here at Stuller, we give a lot of informational live videos on Facebook, packed with merchandising, jewelry repair, and even social media tips! You can check our latest live series out here. (Bonus: you’ll get to watch a video of yours truly and my sweet friend and coworker LeeAnn talk about social media photography!)

Utilize live videos on your social platforms and encourage your audience to engage with them. This is a low-to-no cost way of getting up close and personal with your product and staff. These perform especially well when you’ve got someone charismatic in front of the camera!


Similarly to live videos, stories are here to stay. Speaking from experience here at Stuller, you guys love when we share behind-the-scenes or uncut looks at what happens here in the building. Another thing you all really enjoy is when we take a more organic approach to highlighting our products – stripped down iPhone shots of things like necklaces or diamonds. (Check our Instagram story highlights if you’re interested in seeing how Stuller does stories.)

Stories are a great channel to showcase things you don’t want living on your feed. Promote things like jewelry sales, new inventory sneak peaks, customer testimonials, etc. The options are endless!

In closing, it’s so important to be up-to-date on social trends, because these are the things that will help you grow your following, and ultimately your customer base! As always, reach out to me if you have any questions/comments/concerns about social media, and get to posting trending content today!

Jim Leeds CounterSketch Blog Header

How Jim Leeds Uses CounterSketch For Success

Jim Leeds’ Journey with Jack Lewis Jewelers

After working at the same retail store for years, I started a career with Jack Lewis Jewelers. I began strictly making sales. Then, after a year, I transitioned into a new role as a custom jewelry designer. For the last five years, I’ve held the position of Sales Associate and Designer. While almost all custom work gets filtered through me, I got my start selling diamonds, so I still enjoy helping bridal clients find the right piece to signify their love. On any given day, you can find me sketching or drafting 3D models at my desk on the sales floor or behind a counter showing my favorite finished jewelry pieces.

There’s something about this industry that’s an interesting mix of science, technology, and fashion — all of which appeal to me. The opportunity to dream up a design, then use the technology to bring it to life is my favorite part of the job. All the while, I get to create something cherished by my clients!

Jim Leeds Convertible Earring Sketch

Creating with CounterSketch®

CounterSketch design software sparked my interest because it lets me design a piece of jewelry in front of clients. I can instantly render them in a realistic state, provide a quote, and order all in one sitting. The foresight involved in creating such a user (and customer) friendly software is unparalleled. The simplicity of the entire process offers a flawless sales presentation. And while not every project I stumble across is a CounterSketch job, I use the software as much as possible.

CounterSketch has given Jack Lewis Jewelers an upper hand in communicating design concepts, along with quick and easy ordering. These capabilities have allowed us to take CounterSketch to the next level. Beyond using the software as a sales presentation tool, we have created a weekly Facebook marketing campaign entitled, This Means War! Here, we feature two CounterSketch-created bridal designs where our customers vote for their favorite style for a chance to win a gift card prize. Not only does this tactic showcase our creative capabilities, it reaches countless people far beyond our geographic market. The clever campaign has a life of its own!

Check out Jack Lewis Jewelers on Facebook to see more of this clever campaign
Jim Leeds This Means War FB Graphic


See how Jim Leeds kicked off this campaign

Why is Custom Design So Important?

We conceive most bridal concepts on CounterSketch, and I use CounterSketch as the proof-of-concept for my client, even if the design is unfinished. There are many facets to our custom design processes. After all, each job is different! I use several avenues of production — each with different facilities — to specialize for the task at hand.

As much as I love CAD/CAM, I still specialize in hand-drawn concepts. I started my art career as an illustrator and painter, so this duality of creative expression allows us to stand apart. We are blessed to have some great companies within our network that have excellent execution on the production side, and we have fantastic goldsmiths on-staff to ensure each job gets handled with care, so every detail reflects our best effort.

Jim Leeds Custom Design

Jim’s creative custom design

More About Jim Leeds

One of my favorite jobs was a non-secret anniversary gift for one of my good clients. She was upgrading her diamond and wanted a new wedding set created to house the stone. With nearly an unlimited budget and no creative restraints, the job was easy and fun for me. I worked very hard to come up with something original that I knew she would love, and the finished product brought her to tears. That WOW-factor never gets old; you’ve got to love those moments!

I have an amazing wife and two incredible daughters. I am a total goofball and nerd. I grew up reading and drawing comic books and have a few industry friends, so that still interests me. Music is another significant part of my life. I played in indie rock bands and worked for an independent record label in the past. I am also an avid Super Smash Bros Melee fan and enjoy their competitive scene. See, I told you I was a nerd! I love life and try not to take things so seriously. Simplicity while remaining passionate seems to work best for me.

Jim Leeds Family Photo

Meet Jim Leeds and his beautiful family

A Final Word from Jim Leeds

My advice to other jewelers would be to approach your job from your heart and remember why we do what we do. Remaining true to your virtues and working hard applies to both personal life and business. Though it sounds corny, it’s absolutely true. Life will most certainly reward you in the end.