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Social Media and Photography Tips for the Holidays

One of the best tools for the budget-conscious jeweler is social media. With very little investment, social platforms are commonly the best way to reach your customer right in the palm of their hand. Eye-catching imagery and content is at the heart of being successful on social.

There is still time to up your social game for the holidays! Here to help you out are Stuller’s social media specialist Hannah Blaine and a Stuller photographer LeeAnn Stephan with social media and photography tips for the holidays.



Stuller’s Stellar Social

Like many of you, we take the holidays very seriously and try to get ahead on our planning and promotions for the holiday season. You can find holiday promotions on our social media accounts as early as October. We rely heavily on the content we create to engage you, our customers, and that can only happen with attention-grabbing photography.

Stuller has a talented team of photographers dedicated to taking photos of jewelry, gemstones, diamonds, and more of our products. They work year-round to make sure our visual content is up-to-date, trendy, and appealing. But these images are not just for us. We encourage you to use them for your own marketing purposes as well!

Interested in taking your own photos of your products? Check out our Stuller Connect live stream from this summer with photographer Daniel Maldonado on the Basics of Photography.

Whether you use our pictures or create your own, we are going to help you break down some social trends and demonstrate how to best use these images to be more profitable for your business.

A Look at Stuller Photography

As we have mentioned, our photography department ever stops working on the next big thing. From catalogs and brochures to web shots and social campaign images, our team is constantly working to stay ahead of the curve. In our studio, we have collected props, papers, and other items of various colors and textures to enhance the products we shoot.

Collecting items like these and using simple lighting setups can really take your product photography to the next level. Our GemLightBox is the perfect investment for taking well-lit, professional photos of your products even with your phone.

But how do we know what images to shoot? We plan our campaigns months in advance, but all you need is a strategy for the upcoming months to know what you need to have prepared. Let’s dive into what you need to be thinking about when creating this strategy.

Creating a Social Strategy for Holiday Success

If you have watched our previous livestream on social media tips, you’ll know that the first thing we recommend to anyone putting together a comprehensive social strategy is to look at your insights. Understanding what posts your audience engages in and when they are online is the foundation to knowing where to start with your plan.

Once you know a little about your customer and how they interact online, plan what you need to promote and when. For example, it would be better for you to specifically push custom jewelry right now while there is still time before the holidays and wait until a few days before Christmas to push the last-minute items you already have in stock. Make sure you have appropriate images to go with your captions that look appealing and make someone want to see more.

Finally, you put that plan into action by scheduling your content ahead of time so that you have less to stress about during the intense selling season. Using free scheduling tools, such as Facebook Creator Studio and Later, will save you a lot of time during a period when time is of the essence.

Giving Attention to Your Visual Brand

Have you given much thought to the visual consistency of the images you are posting? What does your Instagram grid look like? Is there a cohesiveness to your grid that draws people to your brand?

These are questions you should be asking yourself when putting together the images you want to use in your social strategy. A cohesive grid will not only give your customers a feel for your brand, but it will draw in newcomers as new followers and potential new customers. Your grid tells your brand’s story. Customers are drawn to a well-planned and well-executed visual aesthetic.

On Stuller’s Instagram, you will notice a consistent visual look on our grid that follows the stories we push as the seasons and holidays change. But even as small visual nuances in the photos change to fit the season, there is an overall connectivity to our pictures that identify the imagery as Stuller’s brand.

Putting together a consistent and comprehensive social media strategy can be daunting and we are always here to be a resource for you. If you have any questions about social media and photography tips, contact our social media team at Hannah_Blaine@stuller.com.

Join us next week for the final installment of our Holiday Live Learning Series as we talk about gifting diamonds and gemstones.


For more social media and photography tips, check out these related blog posts by our social media team!

Social Media Strategy: Holiday #JollyJewelryDays Posts

Social Media Strategy Overhaul Before the Holidays

How to Use Hashtags on Social Media to Market Your Product

Utilize Scheduling to Amp Up Your Social Media Strategy




Designing Your Holiday Experience

Welcome to the first post in our weekly Holiday Learning Series! For the next several weeks leading into to the critical holiday shopping season, our experts at Stuller are bringing resources, tips, new products, and more to you via a livestream webinar on our Facebook page. Along with each livestream will be a blog post where we dive into the concepts discussed and provide helpful links talked about online.

We hope you’ll join us over the next few weeks and remember that Stuller is here for you as a resource during this joyful, but busy season. Feel free to ask questions during the livestreams or contact our customer care team.

Without further ado, let’s dive into our first Holiday Learning Series topic — Designing Your Holiday Experience!



What’s at stake?

The holiday shopping season is here, and you’ll want to do everything you can to be prepared. While there is so much for you to plan, such as inventory, sales strategies, and shipping, one of the first things you need to consider is your customer’s experience.

The stakes are pretty high. During the months of November and December, total sales in the U.S. jewelry industry equal up to approximately $22 billion or 19% of the year’s sales. Additionally, about 16% of engagements occur in the month of December. With these months being so crucial to annual revenue, you must keep your customer’s experience top of mind.

in store customer experience

What is an experience?

According to Ben Gerarve, Stuller’s director of customer experience, “A customer experience is the impression your customers have of your brand throughout all aspects of the buyer’s journey. It results in their view of your brand and impacts factors related to your bottom-line including revenue.”

By focusing your marketing efforts on creating experiences, you’re creating a story around your brand that your customers can share. Word of mouth is a powerful tool. Give them something to talk about.

How do I build an experience?

In order to build a unique and personal experience for your shoppers, you should understand the 3 stages of holiday selling.

  • Stage 1 (November 22 – December 5): The self-purchaser is taking advantage of new deals to get the perfect item for themselves at a price they aren’t normally able to find.
  • Stage 2 (December 6 – December 14): The consumer is likely shopping for gifts for family and friends.
  • Stage 3 (December 14 – December 24): The impulse buyer is looking for last minute gifts and just wants to make sure they have something to give to those they love.

Next, you need to know the best method to service your guest. It is crucial to stay up to date on current technology to make sure you’re able to provide your customers what they need, at the time they need. These methods can include email, phone, store visits, virtual visits, social media, and more.

Finally, it is imperative that you take the approach of “Each Guest, Every Time.” Treat every day like opening day and communicate to your guests with the same care and attention you would give to someone on the first day of your business.

customer experience

Prepping for the Holidays

Ask yourself questions regarding your store to understand the customer’s impression. What is the store aesthetic? How does it look? How does it feel? How does it smell? Everything in your store plays into the customer experience. The proof is in the details.

The holidays can bring a lot of stress, but we know that we do it so as to make our customers feel merry and bright. We are here to take some of that stress away. If you’d like to talk to a member of our customer experience team, call us from 8:00am – 7:00pm Central Time or on Saturdays leading up to Christmas Eve from 10:00am – 4:00pm Central Time at 1-800-877-7777.


You can view Stuller Director of Customer Experience Ben Gerarve’s presentation during our Facebook Live Holiday Learning Series. You can find his presentation on our Facebook page here.


View other Stuller blog posts you might find helpful in prepping to elevate your customers’ holiday shopping experience.

Experiential Retail: Tips to Making a Memorable Sale

3 Fundamentals for Small Business Saturday Success