Things You Need to Know: Social Media Dictionary

Here’s some light reading for you before you prep for holiday: a “social media dictionary” with a breakdown of marketing terms and phrases that you may or may not have heard before.

I remember when I was still in school, someone used the word “copy” in front of me for the first time. Like, “Hannah, can you go edit that copy to better reflect the point of the Facebook post?” WHAT?! I thought a copy was just a duplicate of something. Boy, was I wrong.

Anyway, these terms can help you out in your social media discovery journey. I’m here to help you. This could be an infinitely long blog post, but I’ve narrowed it down to the most important words and phrases you’ll need to know!

Here are some social media/marketing terms that will help your future on social media!

Algorithm – a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.

B2B – business-to-business (B2B) refers to commerce between two businesses rather than to commerce between a business and an individual consumer.

B2C – business-to-consumer (B2C) refers to commerce between a business and an individual consumer.

Blog – a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.

Chat – the online exchange of messages in real time with one or more simultaneous users of a computer network e.g. Facebook Messenger, Snapchat, iMessage, etc.

Content – the information and experiences that are directed toward an end-user or audience (this would be your posts, statuses, etc).

Copy – anything written by you or your company which is meant to attract customers to your business.

Digital Marketing – the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.

Digital Sales – the use of virtual channels to reach out to prospects, provide education, and ultimately offer a solution that uniquely meets their needs.

Direct Messages (DM) – a private form of communication between social media users that is only visible to the sender and recipient(s).

Engagement Rate – a metric that measures the level of engagement that a piece of created content (social media post) is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and more.

Follower – someone who is tracking a particular person, group, organization, etc. on a social media website or application.

@stullerinc's social media Instagram follower count

Friend – someone who is connected to a user on a social media platform, usually on Facebook.

Handle – the term used to describe one’s username on social media networks, expressed with an “@” symbol: @stullerinc

Hashtag – a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic (ex. #HowIStuller, #DiamondRing, #MetalFashion).

@stullerinc's social media hashtag usage

Impressions – a way for advertisers to keep track of the number of times an ad (or social media post) is shown.

Geotargeting – the practice of delivering content to a user based on his or her geographic location. (Tip: If you have a jewelry store in Lafayette, LA, you may not want to target people in Omaha, NE!)

Link Preview – an automatic feature that displays how links will appear once pasted into a post on social networks.

Live Streaming – the act of delivering video content on social media in real time.

Meme – rapidly shared photos or videos reflecting a relevant cultural symbol or social idea, generally meant to mimic or mock.

Mention – any social media post that mentions a person by their user name.

Newsfeed (or “feed”) – the post-login homepage for social networks that displays posts and status updates from people and pages a user is connected to.

Podcast – an audio file made available for streaming or download on a digital device.

PPC – pay-per-click (PPC) refers to a type of Internet advertising in which the advertiser pays the ad publisher when the ad is clicked. Used to drive traffic to websites.

Retargeting – an online marketing technique allowing marketers to display ads to people who have visited their websites or are part of their contact databases.

SEO – search engine optimization (SEO) refers to the process of optimizing web content so it can be indexed and found in popular search engines, such as Google, Bing, and Yahoo!

Selfie – a self-portrait typically taken using the front-facing camera of a digital photographing device, such as a smart phone, and usually shared on social media (bonus tip: did you know selfies showing off your product can produce higher engagement rates on your social channels?).

Social Media Monitoring – a routine observation of specific topics, conversations, and social media posts relevant to a business, person, or organization’s interests.

Subscribe – the action required to receive a particular user’s posts and other types of content on social media or websites.

Tagging – a special type of link connected directly to the tagged person’s page or profile, commonly used to identify social media users in photos.

@302FineJewelry social media Instagram tagging

The Cloud – an online data center, where users store and access information over the internet.

Troll – somebody who instigates negative activity on social media through their comments with the specific intention of provoking a reaction (Another bonus pro-tip: don’t engage with these people who are trolling your business!).

Unfollow – the act of ceasing to receive any further social media posts from a specific user.

UGC – User-generated content (UGC) is content such as photos, videos, blog posts, etc. created by users of digital media and shared on online platforms. Can include relevant hashtags. (We use #HowIStuller to track UGC!)

Viral – term used to describe photos, videos, or any other form of content circulated rapidly on the Internet.

Vlog – a blog post in video form, made popular by YouTube.

Webinar – an interactive web-based video and audio presentation, in which the host broadcasts the presentation to a group of people over the Internet. (Have you checked out our webinar series? Click here to learn more!)

@stullerinc's social media Facebook webinar

Whew, that’s a lot of terms. Did I miss anything? Let me know in the comments below!

Celebrate Summer: Beef Up Your Jewelry Store Branding

Summer Jewelry Store Branding Blog Header

In our younger days, we greeted summer with unrivaled excitement. If spring represents rebirth, summer inevitably brings growth and reflection. While we may have outgrown those glorious summer breaks, we can still seize the summer season to focus our efforts on jewelry store branding.

So, between your beach trip and some obligatory hours by the pool, set aside time to carve out your jewelry store’s identity. Reflect on your passion for jewelry, where it began, and more importantly: where you want it to go.

Jewelry Store Branding Custom Imprinting

Here are a few ways to beef up your jewelry store branding this summer.

WHO: Know Your Audience

Identify the customer segment that keeps your business thriving and learn more about them. A solid grasp of how to target your demographic brings a sharper focus on the direction you should steer your business. Do as much research as possible. Learn what they like, their shopping preferences, and the best way to reach them. This information will form a solid foundation for your jewelry store branding.

WHAT: Build Your Jewelry Store Branding

Have you had the same color scheme for decades? There may be an established familiarity that helps customers identify your color scheme.

In these summer months, take steps to tie your store’s personality together. Whether you’re an established chain or just starting out, sometimes a vivid and confident look is the perfect way to make a lasting impression. Establish a bold color palette. Refresh your layouts by mixing secondary color elements for added effect.

Explore Stuller’s Packaging & Display Options Here

HOW: Make Your Mark

This summer, begin with your cases. If you haven’t updated recently, consider adding strategic new displays and color accents that work with your brand colors. You can shop displays by color or explore our Case by Case program. It offers multiple starter sets available in over 100 colors and fabric options.

Then, shift the focus to your branded packaging. This has a big impact on your customers long after they walk out the door. You want your name and brand to be part of your customer’s love story. Let us help you make your mark. Your packaging is your flag. It’s the symbol of your brand that you want to keep waving in your customers’ minds

Jewelry Store Branding Hot Stamping

Try Custom Imprinting

For fully effective jewelry store branding, we offer custom imprinting. This customization tool involves two different technologies: hot foil stamping and digital printing.

Hot Foil Stamping

The hot foil stamping process uses heated metal stamps or dies, which forcefully impress your unique emblem onto the packaging option of your choice. The resulting metallic mark 3D panache to your packaging.

Digital Printing

For an attractive, economical ink solution, we also offer four-color digital printing. Cured and polymerized with UV light, digitally printed insignia resists both flaking and fading.

Explore Stuller’s Brand Manager Portal

For an all-new easy experience, upload your store’s logo to the Brand Manager Portal on Stuller.com (or, if you’ve updated your logo, verify we have the correct one on file).

This new online functionality makes placing custom imprinting orders easy! Simply choose which items you want imprinted, double-check we have the right logo on file, and we’ll handle the rest. You’ll receive your newly branded packaging and display items in no time!

Learn how to master custom imprinting ordering on Stuller.com


CMO Vision: 5 Low-Cost Tactics to Drive Traffic to your Jewelry Website

CMO Vision Drive Traffic to your Jewelry Website

CMO Vision Kevin Metz Drive Traffic to your Jewelry WebsiteMeet Kevin Metz, CMO

In my role as Chief Marketing Officer (CMO) at Stuller, I’m exposed to thousands of customer websites each year. Time and time again, I’m amazed by what jewelers are able to accomplish through their individual websites and unique digital experiences. Top-selling superheroes are able to garner significant online sales while identifying and generating new customers via digital avenues, then drive them straight to their physical storefronts.

So, I thought it’d be interesting to create a series of blog posts over the coming months to offer some digital direction and point out a few specific Stuller customers that I think are offering an amazing digital experience.

KABANG! Behold your newest superpower:
CMO vision


Have you ever heard the phrase, “If you build it, they will come”? If you’ve seen the 1989 movie Field of Dreams starring Kevin Costner, you may recall the story of his character hearing a mysterious voice one night telling him to build a baseball field in the middle of a cornfield after which the ghosts of many great baseball players show up to play ball. If only it were that easy in the real world.

In my last CMO Vision post, I discussed key areas of focus when building your brand’s web presence. I’d be remiss if I didn’t point out that this is only half the battle. Creating an awesome web experience — complete with all the bells and whistles — will generate sales and benefit your brand only IF folks visit your site.

CMO Flashbacks

A few years ago, I worked for a large national beauty retailer who wanted to significantly enhance their web presence with a state-of-the-art website to offer customers the ultimate online buying experience. The company was willing to make a significant investment in technology and consulting services to bring their dream to life; we’re talking about a few million dollars here. They believed that this NEW website would immediately drive online sales to a whole new level. They fell into the build it and they will come trap.

So, I faced a new challenge: convincing management they must spend significantly more dollars to create awareness and drive customers to the company’s shiny new website. It took some convincing as a result of the company management’s lack of prior digital experience at the time. I emphasized you must feed the beast (this powerful new website) if you want to reap the benefits (sales).

Ultimately, I was able to convince the company that establishing a new online presence required not only a great website experience but also an investment in marketing— online and offline.

Let All Roads Lead to Your Site

My work with customers at Stuller hasn’t differed much from my previous experience. Folks spend a lot of time and resources focused on what it takes to create an awesome website but fail to think about or realize the associated marketing plan, resources, and budget to drive awareness and traffic to new web presence.

Driving traffic to your new website doesn’t necessarily necessitate the need for a large marketing budget.  There are a lot of options available to you that won’t necessarily require you to break your piggy bank.

CMOvision Drive Traffic to your Jewelry Website Social Share

Here are a few low-cost tactics to drive traffic to your jewelry website

1. Take Advantage of Your Physical Location Traffic

If you have a storefront, make sure you promote your website URL (or web address) with signage or a takeaway business card. You want to make sure that your customers are aware they can shop your assortment once they get home via your website. If you don’t have a website, send them to your Facebook or other social media pages. This approach is a virtually FREE method to drive traffic to your jewelry website.

2. Create an Email List

This will take a little more time, effort, and budget-planning on your part. However, there a few low-cost, easy-to-use email tools out there like Mail Chimp and Constant Contact. If you already capture customer information like addresses and phone numbers, ask for email addresses too. Just make sure you get folks’ permission to send emails. This is a great, low-cost alternative to snail mail while still informing customers of new products and special promotions, all while you drive traffic to your jewelry website for details.

3. Google Business Listing

Listing your business on Google is not only a great free way to expose your store and brand locally to potential NEW customers, it’s also an opportunity to promote yourself and drive traffic to your jewelry website. Visit google.com/business for details. This is a must for every business.

4. Leverage Your Social Channels

As I mentioned in my last post, establishing a social media presence for your brand is extremely important. If you aren’t already promoting your website in posts, start doing so. Social media is a great way to tease and entice followers with additional content and new products available on your website. Facebook offers relatively low-cost options to boost or promote your Facebook presence based on a variety of criteria like geography and certain demographics — read more here. Raise your awareness on Facebook as a means to ultimately drive traffic to your jewelry website.

5. Use Your URL

If you don’t do any of the other things listed, do this one. Place your website address (www.joesjewelry.com) on everything and make it highly visible and prominent. Put it on your door to your store. Add it to your billboards. Put it on your receipts. Put it everywhere.

CMO Vision Drive Traffic to your Jewelry Website

These are just a few relatively low-cost ideas to drive traffic to your jewelry website. There are other approaches and ideas out there that require a bit more time, effort, and budget like Google paid ad word campaigns, digital display advertising, affiliate marketing, etc., all of which can be very effective. I hope to cover some of these in future posts for the readers who aim to become digital advertising experts.

Just remember, when considering creating or overhauling your website, we, unfortunately, can’t always take the Kevin Costner approach. If you want to invest in a new digital presence, don’t forget to set aside some time and funds for marketing.

Read Kevin’s first CMO Vision post here


Take Advantage of Disappearing Content on Social Media

disappearing content on social media blog header

Today’s market is fast-paced. Consumers want information that is quick, easy, and disappears in 24 hours . . .


Wait, WHAT?

It’s true! One of the newest ways users absorb information is through disappearing content on social media. In other words, top-performing content is here-today-and-gone-tomorrow. This social media phenomenon is known as Stories and they only last 24 hours. So at first glance, it may seem overwhelming to build a strategy around something so short lived. But I’m here to break it down for you and show you WHY you should take advantage of this valuable up-and-coming social media tool.

Grow your social media computer tablet mobile

WHERE to use Disappearing Content on Social Media

At this moment, there are two main avenues for disappearing content on social media: Instagram Stories and Snapchat Stories. Recently, (because Facebook is a copycat) they too have adopted disappearing content. However, these stories haven’t been widely adopted just yet.

The breakdown:

  • Instagram has 300 million daily members using stories
  • Snapchat has 191 million users posting stories
  • Facebook has 150 million story users

These are pretty substantial numbers and disappearing content on social media is a fast-growing tool. So, let’s get YOU up to speed so you can start creating stories too!

HOW to Use Disappearing Content on Social Media

In case you aren’t familiar with how to use Instagram and Snapchat Stories, here’s a quick run-down. Both platforms allow you to post photo and video on your story, but they do have some different tools you can use to enhance your content.

Instagram Stories Social media changes in 2018 Instagram icon

Instagram allows you to add stickers, text, GIFs, and more to your image or video. One of the coolest features is that these are interactive. There are three interactive stickers: polls, sliders, and hashtags. Utilizing these stickers, in particular, invites your followers to engage with your content by tapping, sliding, or swiping! I’ll demonstrate one in the video below.

On Instagram you can also post several types of videos or photos:

  • Text – The simplest kind of post: text on a colored background
  • Boomerangs – One-second looping videos
  • Focus – An option that has a focal point and the background is blurred out
  • Superzoom – Mainly used for comedic effect as it dramatically zooms into the image
  • Livestreams – A real-time video stream that notifies your followers

Snapchat Stories Social media changes in 2018 snapchat icon

Here’s what Snapchat does differently: augmented reality filters. There are a few other tools Snapchat has to offer, but its filter capabilities really stand out. These filters alter the experience you are sharing to further enhance your content in a way that is both fun and imaginative. You’ll see an example in the video below! Like Instagram, Snapchat utilizes various stickers, but the best kind in my humble opinion is Bitmojis. Bitmojis are tiny avatars you can create to resemble yourself! Once created, Bitmoji populates a collection of stickers with your avatar and various phrases or emotions. This is a great way to HAVE FUN with your disappearing content on social media and showcase your personality in the social space.

Here are a few more things you should know about Snapchat:

  • Younger Audience – Unlike Instagram, most of Snapchat’s users are Generation Y and Z. This age group may not be luxury item purchasers just yet, but they will soon enter an age with access to more disposable income. Start playing in THEIR space today, creating tomorrow’s customer.
  • More Impulsive – Snapchat users are shown to be 68% more likely to make an impulsive buy. So hit them with the right message at the right time for a big payoff. Try utilizing Snapchat for a flash sale to test if this channel resonates with your audience.

WHY use Disappearing Content on Social Media

Now you know a little bit about stories and you’ve got a taste of how they work. Here are a few reasons why you should add disappearing content on social media to your strategy today:

  • Discoverability – Using the hashtag and location stickers on Instagram or using the Snap Map on Snapchat stories provides another way for potential customers to find you on social media.
  • Links – Neither Instagram or Snapchat make it particularly easy to drive traffic to your blog or website. But you CAN post links in stories. Unfortunately, it’s ONLY available on Instagram for verified accounts or accounts with 10,000 followers. Hopefully, this capability trickles down to all business accounts soon.
  • Real Estate – Every time you post a story, you’ll get prime positioning at the TOP of a user’s feed. This is not how the regular news feed works! So, if you want to increase brand awareness, keep customers engaged, and stay top of mind with your social followers: Add stories to your strategy.
Disappearing content on social media matt stuller bitmoji

Both of these platforms allow you to show up each day as your authentic self. Use stories to give a glimpse a behind-the-scenes moment or a day in the life of a jeweler. Also, try employee features, customer appreciation posts, and your take on upcoming trends to show off your expertise and increase your credibility. Don’t get me wrong: Stories are useful for showing off product details and service offerings. But remember, the most valuable part of your Instagram and Snapchat Stories comes from creating your store’s story. After all, they aren’t called stories because they are a string of random photos and videos. It’s because they tell the story of what a day in your business is like. Keep it authentic to show your audience who you are. This is the fastest way to turn a social follower into a paying customer.  

Find more social media tips here

Thanks for making it all the way to the bottom here! If you’re reading this, tag us in YOUR Instagram to let us know one thing you learned from this blog post and we’ll repost them to ours. Here’s to keeping it cool in the social space. Until next time!

What’s the Best Metal for Men’s Wedding Bands?

Best metal for men's wedding bands Blog Header

The bride-to-be in your store has probably been planning her special day for a while now — perhaps even since she was a young girl. More often than not, she has a good idea of
the type of engagement ring she’s going after. She’ll bring along clippings from a magazine or share styles she’s pinned on Pinterest; heck, maybe she even has a sketch drawn on a napkin. No matter the case, ring shopping is usually primarily focused on the lady-in-waiting.

Best metal for men's wedding bands

From the Top: MGR10IR10SQR10KER10IRE10FIR10

What About Those Disengaged Dudes?

Yet we know that most of the time, her beau hasn’t put much thought into his wedding band. Some dudes are completely uninterested in rings, and most are just unaware of the options available. There are all kinds, from the guy who’s eager to discuss each decision along the way, to the disengaged dude sitting in the corner with folded arms, staring off into space. Good news! The latter presents an opportunity for you, the trusted jeweler, to engage the groom-to-be and involve him in his very own ring selection. Inform him of all the choices when choosing his band. After all, he’ll be sporting it for the long run. 

Engage your guy in his wedding band selection. After all, he'll be sporting it for the long run 💪 Click To Tweet


Get To Know The Guy

Each ring comes with its own pros and cons. Determining the best metal for men’s wedding bands starts with understanding his lifestyle. Consider what he does for a living. For example, some companies require their employees to wear tungsten bands because of the metal’s potential for fracturing under extreme pressure. Also, if working with electricity, he may want to steer clear of metals that have conductive properties, opting for a ceramic or stainless steel instead.

Also, ask him about what he does in his spare time. If he works on cars, steer him away from soft, precious metals like gold and silver and go for a stronger metal that is resistant to scratching. A swimmer may need a metal that can withstand harsh chemicals, like chlorine. Precious metals may be a strong fit for a coin collector who treasures value and rarity. An avid hunter should avoid a band with a bright polished finish which could reflect sunlight and scare away the game.

Best metal for men's wedding bands

From the Top: 51811 IRL75183451765MGRL1012330751810

What’s His Style?

His wedding band is not only an expression of marital commitment but also an expression of himself. Urge the guy to choose a band that reflects his style. He may choose a classic band profile like half-round or comfort-fit, or he may prefer a more modern look like two-tone or hand-engraved. If he’s interested in personalizing his precious metal band, consider engraving the band for a unique touch. He may choose to add a special message or scripture verse in a brawny font or even in his own custom handwriting.

There are plenty of opportunities to engage the guy in the ring buying process. Remember, following the initial engagement ring sale, there are two more subsequent rings to be sold: the bride’s and groom’s bands. Even more important than any sale, however, is the opportunity to get to know your customer and build a lasting relationship with the happy couple. Take the time to create patrons who’ll turn to you for years to come.

Best metal for men's wedding bands

From the Top: IRL1051745FIR105153851775122719

So what’s the best metal for men’s wedding bands?

Well, it depends on the guy. Does he want precious or contemporary metal? Is he more interested in rarity and value or durability? Which band profile does he want? Engraving? Finishes? Get to know your guy, then walk him through the process to create his personalized band. Use the handout below to help your groom-to-be determine the best metal for men’s wedding bands.

DOWNLOAD this guide when determining the best metal for men’s wedding bands

Distribute this handout to the dudes that come into your store. Let them know they have the power to pick the band that perfectly represents their style. And let him take the reigns in determining the best metal for men’s wedding bands.

How to Build Your Jewelry Brand Identity

Karen Morvan, Stuller’s Brand Strategist, explains the concept of jewelry brand identity, why it matters, and how you can identify yours.


Brands are everywhere—they are tasted in our food, sewn into our styles, and imprinted on our hearts. That said, did you know that nearly 80% of the estimated $263 billion dollars worth of fine jewelry sold every year is unbranded? This means that there is a huge untapped opportunity for you, the independent jeweler, the build your jewelry brand identity.

Why Buy the Brand?

People don’t buy branded products; they buy the branded experience that comes from purchasing the product. They buy fine jewelry because it means something to them. Whether it’s deeply sentimental or it just makes them feel good about themselves, they buy it for more than the shiny object alone. High-end jewelry brands sell more than a piece of jewelry— they sell a great story, one that thousands of people are willing to pay top dollar for.

With the high percentage of unbranded jewelry in the market, you have the chance to brand your jewelry buying experience and make a true connection with each person who enters your store. Your customers are not coming to your shop to buy Tiffany’s. They are coming to buy into you and, more importantly, the experience you create. So, how do you create an experience that keeps them coming back for more?

Build Your Jewelry Brand Identity Packaging

Find Your Sparkle

Take the ever-famous Apple technology company. People don’t buy Apple products because they are the absolute best (although I could and would argue they are). People buy Apple products because they want to be the square pegs in the round holes, the crazy ones who truly believe they can change the world. They want to think differently, and Apple is what allows them to do this— or so they believe. Why do customers buy jewelry from you and not from the guy down the street? Or why should they? What makes you different? These are questions you should not only ask yourself, but answer in a way that is unique. Because after all, it’s your job to give your customers something meaningful to believe in. Everyone loves a great story. Answer these simple questions about your brand to help you write yours:

  • Why are you in business?
  • What makes you love what you do for a living?
  • Where is your brand positioned in the market?
  • Why should customers choose you over the guy down the street?
  • Use these answers to define your store’s brand purpose, values, and mission.

So, you’ve found your sparkle. How do you properly polish it?

First, who is your ideal customer? And don’t say, “Everyone.”

Of course, we want to be relevant to everyone because that means more sales, right? Wrong. When you try to please everyone, you dilute your story and your products. Think about which customers are most likely to buy certain products from you and why. Tailor your shopping experience to these customers. Learn their likes and dislikes. Understand what attracts them. You can also segment your store, creating different sections that are more attractive to certain types of customers.

Think about your entire store experience from start to finish. Humans are sensual beings, and we are greatly influenced by our surroundings. What do customers smell when they walk in — a calming, alluring scent or the smell of a litter box and yesterday’s lunch? What colors and artwork do visitors see? Are the cases cluttered or organized so onlookers can see exactly what they want right away? Whether we like to admit it or not, we all notice each of these things, even if only subconsciously. And we tend to notice the things that distract us more often than we notice the things we’re actually looking for. You may sell fine jewelry, but if your store environment doesn’t reflect that, you suddenly have a disconnect in the story you are trying to tell. This will leave your customers feeling lost and confused and less likely to commit to making a purchase regardless of how friendly and helpful you may be.

First thing’s first: clear the clutter, diffuse the distractions and create a beautiful experience to complement the beautiful products you sell. This is paramount to building your jewelry brand identity.

Build Your Jewelry Brand Identity Packaging

Forget the Glow • Seek a Consistent Glimmer

The most important part of this story is to remain agile. Find your story and tell it confidently, but always know that your story is always being written. Remember, new chapters keep it interesting. Don’t be afraid to take risks. Because even if it’s unsuccessful, there is a good chance you’ll learn something valuable. Can you call that a failure? Absolutely not. Thanks to social media knowledge and Google, customers have a wealth of knowledge at their fingertips and are constantly changing their minds and opinions. You have to challenge yourself to remain relevant in our ever-evolving world.

So Finally,

Stay abreast of all that is new and trendy. Read up on what’s happening in the industry. Follow Stuller Blog and BenchJeweler.com to learn about all the latest happenings.

Remember, it’s not about selling a product. Sell your story, and product purchases will follow suit. The shimmer of the jewelry will catch their eye, but the shine of your jewelry brand identity will catch their hearts, and that is what keeps them coming back for more.

Have you identified your jewelry brand identity? Still seeking? Share your thoughts in the comments section. Then, learn more about how to beef up your jewelry store branding here.

Keeping Things Pinteresting

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According to Pinterest, there are 10 billion recommendations served every day. 10 billion. That’s overwhelming.

As members of the jewelry world, we know we have to maintain an active Pinterest presence to keep up. The platform lends itself well (arguably better than the rest) to our industry’s visual elements. But how can we possibly stand out among 10 billion other pins? Here are the Pinterest tips and tricks I use to keep things Pinteresting in a cluttered social media world!

1. Keep images portrait style

We talk a lot about optimizing your imagery for the specific channel. Facebook cover photos should be this size, but link preview images should be that size. Instagram photos should be square. Twitter favors a landscape style image. Pinterest is no different when it comes to being particular. This platform appreciates portrait style posts! The recommended image aspect ratio is between 2:3 and 2:7. Why is this? Well, let’s take a look at what the average user’s Pinterest feed looks like.

Pinterest tips Screenshot Collage

It’s designed to be a virtual collage. We pin ideas, products, and recommendations to our online boards. The outcome: Nothing short of an organized mess. Users don’t digest content one piece at a time like on Facebook or Instagram. Use portrait style photos to command more real estate and subsequently they attract your potential customers’ attention.

The recommended @Pinterest image aspect ratio is between 2:3 and 2:7, explains @kristynshay 📌 Click To Tweet

2. Beautiful photography + Text overlay

Pinterest is becoming a visual search engine, so the imagery you provide is critical to your pin’s success. Here are the best-kept Pinterest tips when it comes to your product photography:


  • Keep it colorful. Pins with multiple dominant colors have over 3 times more repins than those with a single dominant color.
  • Get up close and personal. Images that have less than 30% whitespace are repinned the most.
  • But no faces. By personal, we mean with the product details. Less than 1/5 of images on Pinterest today include faces.

Here’s an example of the start of a perfect pin:

Pinterest tips Beauty Shot Rings

The next step is to add a little text overlay. Use your photography to capture their attention, and your text to convince them to read your pin description.

Pinterest tips Beauty Shot Rings With Copy

I quickly added this catchy description in Photoshop, but there are plenty of apps out there to get the job done too! (Phonto is one that comes to mind)

3. Searchable pin descriptions with a clear call to action


Congratulations! You have captured someone’s attention in a cluttered feed and convinced him or her to read your pin description. Don’t mess it up here and lose the click. All you have to do is write a clear, keyword rich description with an enticing call to action. Tie it to a link that corresponds with the subject matter, and it’s ready to launch! Let’s take the pin we created above. We would link to our collection of stackable rings and include a description such as:

“If you’re not stackin’ you’re slackin’ this summer!

Click through to shop the summer stackable ring trend.”

Then your final product would look a little something like this:

Pinterest tips Beauty Shot Post

You be the judge! Would you click through to shop?


Here are just a few of our best-kept Pinterest tips!


1. Include pricing. Pins that list the price of the product receive over a third more likes than those that don’t! Sometimes we worry about sticker shock on social media, but when it comes to Pinterest, transparency works in your favor.


2. Engage with others. You cannot just use Pinterest to push out your own content. Follow other industry-related boards. Like and comment on their pins. Create an inspiration board and save pins to it regularly. As a social media platform, Pinterest is still a community at the end of the day! Actively participating will seriously increase engagement in your own content.


3. Promote your pins. Only the best performing ones, though! This is literally the best-kept secret in the social world. Advertising on these platforms can be complicated (managing Facebook ads gives small business owners nightmares), but the Quick Promote feature on Pinterest makes it simple.

Pinterest tips Pin Analytics

Step 1: Find a pin that is already performing better than usual. Choosing a well-performing pin ensures you will get your money’s worth. You can check out a pin’s analytics by clicking on the bar graph icon in the corner.

Pinterest tips Pin Stats Promote

Step 2: Click Promote Pin and the following box will pop up with your advertising options.

Pinterest tips Pin Stats Promote Campaign

All of the fields are pre-populated for you. All you have to do is tweak options to your preference. You may want your budget to be $5 per day instead of $10. Or, for example, some of the suggested keywords may not fit. In this example, I would remove sweets because someone searching for sweets probably isn’t interested in finding loose gemstones! After you’ve made your adjustments, click “Promote,” and you’re done! Give Pinterest the 24-hour window to approve your promotion and then watch your pin go from 28 engagements to 500 in no time!

So there you have it – my secret Pinterest tips for success! If you have any questions, feel free to drop them down below. ALSO: Don’t forget to follow us for your daily dose of Pinspiration.

5 Things I Learned At Bridge

Bridge Header Blog

Newly inducted into Team Stuller, I began in May 2017 as a Customer Ambassador where I help to maintain and foster relationships with our valued customers. Since my start, I’ve leapt headfirst into learning all there is to know about jewelers and their business. So fortunately, attending Bridge sessions alongside our participating customers brought me up to speed with the goings-on of the industry.

Though normally described as “traditional,” I’ve come to realize our industry changes constantly. Enhancing our craft and molding it to fit the needs of today’s consumer is a commonality we all share regardless of location or specialty. As members of the same team, we must support and learn from one another. And that’s exactly what our Bridge events aim to accomplish!

Each year, we invite jewelers from all over the world to visit our global headquarters — situated deep in Louisiana’s Cajun Country — to experience two days of education, inspiration, and connection. And to keep up with the changes we’re all experiencing, Stuller revisits its educational content yearly to ensure we’re delivering what’s relevant.

Bridge 2017 Group

The 1st Bridge group of 2017 challenged and inspired us, bringing much excitement for the rest of our Bridge season.


Here are 5 key takeaways from the first Bridge event of the 2017 series:

Bridge 2017 Industry OverviewIndustry Overview

Product mix sales from your average jewelry store: 46% diamonds, 12% services (repair), 10% watches, 9% silver and contemporary metals, 7% colored stones.

In 2015, 32% of consumers purchased an engagement ring from their local independent jeweler versus 8% from Jared’s and 9% from Zales.


Bridge 2017 MarketingMarketing 

Three things to remember when determining your store’s brand:

  1. Make it relevant
  2. Make it memorable
  3. Keep it simple

To increase your Google listing’s search visibility, you should:

  1. Utilize all information fields
  2. Provide lots of images
  3. Callouts for BBB, Chamber of Commerce, and any Trade Associations


Bridge 2017 Business PlanningBusiness Planning

When developing your business plan, create a RASI to help clarify responsibilities: Who’s Responsible? Who’s the Authority? Who provides Support? And who needs to be kept Informed of progress?

Set SMART goals – specific, measurable, attainable, relevant, and time-based.


CBridge 2017 Customizationustomization

Prototypes are customization building blocks and make flexible 3C designs work for you.

Today’s customers expect customization. Be sure you can accommodate!



Bridge 2017 RepairHave a checklist in place for each repair you take in: initial inspection, discuss every repair needed, clean piece, re-inspect, write everything down, etc.

Walk the steps of your shop. The fewer steps from location to location, the more you save in time and dollars.


Intrigued? Well, there’s a lot more where that came from. Visit Stuller.com/bridge to learn more or register.

Beyond the Basics: Facebook Advertising

Basic Facebook Tactics social media blog header

Are you on Facebook but haven’t figured out the right way to advertise? Never fear, this article will help expand your reach to new levels. With the right merchandise, messaging and marketing guidance, you can have customers telling the world (literally) how great your store is. If you are in need of an intro to Facebook, check out this post for some helpful tips!

Before we dive into Facebook, let’s chat holiday marketing. Why? Because 47% of consumers started thinking about gift ideas before November even started! Wish lists are being built and shared via social media platforms as we speak. It’s time to join the conversation. So, for this session, we will be marketing hot trends and reliable favorites for the holidays. Make sure you follow Stuller on Facebook, Instagram, and Twitter right away to download content to use on your platforms. If you’d like to diversify your assortment, check out how Stuller is wrapping up 2016 in style.

Facebook Advertising: The most powerful word of mouth tool

Facebook Advertising is a powerful tool with more than 10 different types of campaigns to choose from. To keep things simple, we’re focusing on Boosting posts today. Are you ready? Let’s get social.

Step 1. With your Facebook store page open, click in your status bar to create a post. Here you will upload one of the holiday images we’ve provided and write a short, compelling caption to attract customers. Click Publish when your copy and image are both displayed in the status bar.

Facebook Advertising Stuller Inc. Screenshot

Step 2. Check out your brand new post. Does it look exactly the way you want? Great. Next, click Boost Post.

Facebook Advertising Stuller Inc. Screenshot

Step 3. Now, define your audience, budget, and schedule. Don’t worry, further explanation to follow.

Facebook Advertising Stuller Inc. Screenshot


Defining and Refining: Making Facebook Work for You

1. Let’s define your audience

This is essentially who you want to see your post. Facebook gives you three targeting options to hone in on exactly the kinds of customers you would like to target. Those three options are—

•  People who like your Page

    Use this option to target many of your current customers

•  People who like your Page and their friends

    Use this option to target current customers and their Facebook friends

•  People you choose through targeting

    Use this option to pinpoint location and demographic specifics


Our recommendation: Opt to target either People who like your Page and their friends OR People you choose through targeting.

Why? Because the first option allows you to engage previous customers and new potential customers with similar tastes, while the second option allows you to engage those within a certain location that meet any demographic criteria you may set.

If you choose People who like your Page and their friends, you are done defining your audience and can move down to Number 2. If you choose People you choose through targeting continue reading…

The Edit Audience screen will pop up. Here you can choose the gender, age, locations, and interests you would like to target.

Our recommendation: Set the Location to your city and choose an appropriate mileage radius. For smaller towns, a 25-mile radius might be good, whereas a smaller radius of 10 miles might be best for denser, metro areas. That’s all you have to do. If you want to get a little fancy, you can play with gender and age options or add in some interests such as jewelry or fashion when prompted, but filling out each of these boxes is not required.

Facebook Advertising Stuller Inc. Screenshot

All this time while we were keeping our friends and family informed of our interests and hobbies, Facebook has been gathering this information from your profile to deliver the most relevant content to the right people. Facebook now acts as your personal market researcher, advertising team, and analytics tracker. It’s brilliant, right?


2. Choose Your Budget and Duration

Under Budget and Duration, you will choose how much you would like to spend and how long you would like your Boosted Post to run. Don’t know where to start? Try entering a Total Budget of $5 and running the ad for two days. In this case, you would spend $2.50 per day. After the two days, check out the results and determine if you would like to change your spending or duration. Determine what works best for your audience. *Important Note: Stuller has never spent more than $20 on a Boosted Post!

So try it! Get comfortable with the process without breaking the bank. You’ll be amazed at how so little will get you so much. As you adjust your budget and duration options, notice the changes in your Estimated People Reached right below. This is a good tool to use to project the possible outcome of your campaign.

Facebook Advertising Stuller Inc. Screenshot

3. Review Your Ad

Preview your ad on the right-hand side on both the desktop and mobile news feeds. If everything looks good, it’s time to click the Boost button.

Facebook Advertising Stuller Inc. Screenshot

If this is your first time using Facebook advertising, you’ll be prompted to fill out your payment method and other details. Once your account information has been processed and your ad has been approved, it will begin delivering to your unique target audience. Feel free to check in on your ad occasionally to see how many people it’s reaching and if they are liking and commenting on it.

While you wait for customers to engage, check out more products that Stuller has to offer and stock up on all the things you’ll need to close the holiday sales coming through your door.

I’d love to hear how successful your Facebook advertising campaigns are, so comment below with questions and stats. Also, check back for a follow-up post on how to maximize your Facebook advertising campaigns now that you have gotten your feet wet.

Feature Friday – Kevin Metz

I’m currently responsible for all things marketing, including print/catalogs, digital/Stuller.com, customer experience, content, events, social media, and PR. I love my role. It’s the best job I’ve ever had, primarily because I’ve been granted the opportunity to drive significant change in the way Stuller markets its brand. I have the latitude to apply my knowledge and experience to bring new ideas and concepts to the organization while building a super team of players, each with their own skills and experiences. Without them, we wouldn’t be as successful as we have been.


Stuller’s Marketing Division

I never fail to be inspired by my work. I am grateful for the opportunity to learn more every day and to have a positive impact on both my team and the business. Every day presents new challenges and opportunities for learning and growth. I enjoy the constant strive to provide our customers with an easy, personalized, relevant, and satisfying experience that will hopefully, in turn, empower them to do the same for their customers so that they may continually see success and grow their businesses.

I was recruited by a professional recruiter for a newly created role within Stuller: Chief Marketing Officer. During my career, I’ve been fortunate enough to own and be responsible for many different things in the area of marketing ­- catalogs, digital, creative, and operations. This new role provided me the opportunity to combine all of these areas into one. This gave me the chance to leverage all of them at once to drive change and growth in an organization. Prior to this role, I worked in a wide variety of retail businesses including pharmaceuticals, sporting goods, apparel, beauty products, and gifts. While Stuller is more B2B in nature, my prior experiences and knowledge of retail B2C markets are easily transferable and have allowed me to bring many new ideas to Stuller, driving business changes and improvements.

While I’ve only been in the jewelry industry a for short while (less than 3 years), I’m amazed at the insurgence that technology has had on jewelry design. I believe CAD/CAM software, 3D printing, and new manufacturing techniques will continue to have a profound impact on the industry over the next several years. The companies that don’t embrace this soon will definitely fall short in meeting consumers’ desire for unique and custom-made items.

Personally, I love pop culture ­primarily the areas of art, film, television, and entertainment. I like to draw (when I have time). I enjoy spending time with my wife, Sandi. She’s definitely my better half and is always supportive in what I do. We’re the perfect match and are pretty inseparable. We love to travel and are always up for a great night out for dinner and drinks or a weekend art festival.

kevin-sandi kevin-bookstore kevin-sandi2

To my Younger Self:

Always strive for good working relationships and develop strong partnerships. You’ll never be able to do everything yourself. Surround yourself with the best and give credit where it is due. It should never be about ‘you’ ­ It’s about ‘them’.