In Christie’s upcoming Magnificent Jewels auction in Geneva, “The Alrosa Spectacle Diamond” weighing an astonishing 100.94 carats, will be up for sale, the auction house announced on Instagram.
The pandemic forced luxury goods companies to use social media, video, and virtual showrooms to woo customers in Europe and keep them shopping at a time when tourists, especially from China, have been absent for more than a year. Analysts believe the government-imposed lockdowns have left wealthy Europeans with money to spend, and designer brands are keen to capture some of that cash.
According to the Diamond Empowerment Fund their new millennial oriented campaign ‘Diamonds do Good’ had reached three million consumers within their target group. The strategy to spread the word on the campaign includes a revamped website, a targeted media plan which is shared on Hulu, Pandora and YouTube, and an online influencer strategy. DEF said the message of ‘Diamonds Do Good’ is resonating with consumers.
Tuesday morning, Tiffany & Co. posted a message on its Facebook page appealing directly to US President Donald Trump, stating, "Tiffany strongly supports keeping the U.S. in the Paris Climate Agreement" ... and their Facebook page promptly exploded to the tune of 20,000 reactions and over 2,200 shares to this point.
With 850 million active users monthly, western luxury brands have been quick to embrace China’s “most important platform for luxury brands”, WeChat. Local and international brands have realised the potential of the platform to make them key players in China’s $103 billion jewelry market. Western companies have used it for flash sales as well as marketing and customer interaction. While these flash events have spurred sales, China’s online sales remain limited, says Antoine Pin, managing director of Bulgari in greater China.
Some of the jewelry items worn by the Mother of Dragons character played by actress Emilia Clarke on the wildly popular Game of Thrones TV series will soon be available for fans of the show to purchase. The jewelry is based on a long-standing partnership between Game of Thrones costume designer Michele Clapton and London-based jewelry brand Yunus & Eliza, JCK reports. Fans will be able to buy a few reproductions of Clarke’s on-screen looks, along with a range of brand-new Game of Thrones-inspired styles.
Hong Kong-based jewelry retailer Chow Tai Fook Jewellery Group has beat 107 luxury brands in the fashion, watch, jewelry and leather goods sectors to be named as China’s most digitally proficient jewelry brand in 2016, mainly due to its strong e-commerce strategy, according to the 'Digital IQ Index' by digital intelligence firm L2 Inc. The report cited the jeweler’s solid e-commerce strategy and creative use of social media platforms such as WeChat.
The short YouTube film follows the personal moments of a bride and groom on their wedding day and features a selection of bride’s jewelry pieces, groom’s rings and other items, and jewelry for the mother of the bride.
Global jewelry giant Pandora combined social media app Snapchat with Mother’s Day in Britain to boost awareness and promote its products. Pandora asked mothers and daughters to take pictures of themselves together and to add a Pandora geofilter which was a branded Mothering Sunday message. The brand also offered users a chance to win £500 to be spent in Pandora’s flagship store in the U.K. by asking fans to share their favorite selfie with the Pandora geofilter on Twitter. Pandora has been using Snapchat to expand its user base, according to a report in Professional Jeweller.
JCK devotes an extensive article on tips and tricks for jewelers to maximize the power of Instagram, “social media’s most jewelry friendly marketing tool”. More than any other social media platform, Instagram is focused on visuals, and thus a perfect match with jewelry items. But Martha C. White argues Instagram requires a very different approach compared to traditional ads and sums up the essentials on using instagram successfully, such as using pictures and background styling that help to tell a story that goes beyond the jewelry item itself.
An Australian man is giving away a diamond ring to a deserving couple after his ex-fiancée returned it when they broke up. The anonymous donor wrote on social media site Reddit: “I have decided to give away my old engagement ring. I have only heard horror stories of people trying to sell their rings and being insulted with sub-par offers from pawn shops, jewelers etc. and thought I would attempt to pass it on to a deserving couple.” The ring features a diamond-encrusted band with a round-cut diamond in a halo setting, JCK reported.
Facebook knows about relationships due to its users' 'relationship status' function. When any of its 1.4 billion users moves in or out of a relationship, Facebook knows. Of the 156 million users in the United States 2.6 million changed their status to “engaged” last year, reports The Jewelers Blog. Turns out the most popular days for getting down on bended knee are Christmas Eve, Christmas Day, New Year’s Day and Valentine’s Day, meaning that, ironically, the day everyone assumes to be the most romantic for proposals actually come in fourth.
A brilliant advert for Long's Jewelers in Boston shows a young couple apparently taking a selfie, but in reality being dazzled by the diamond engagement ring the fiancée has just received. Check it out.
The upscale jewelry firm's advert has already become the most popular release this year of an online advertisement by any of the major diamond jewelers. The 90-second Ad featuring Diamonds Are a Girl’s Best Friend, had been seen 1,735,074 times by December 1, a week after it was posted on the luxury group’s official YouTube page.
According to a recent report by L2, a New York-based digital education firm, Instagram’s powerful advertising capabilities can be leveraged by luxury brands. Over the past two years, Instagram has introduced advertising methods for companies to use, including carousel ads and videos, and it plans within the next year, Instagram also plans to expand its video program and increase its ecommerce capabilities, further contributing to the growth of the platform as it appeals to advertisers and users alike.
While taking a selfie of a ring may be fun with brides-to-be using them as engagement announcements – and also a great advertisement for jewelry – the Jewelers Mutual Insurance Co. in the United States is warning that they also provide vital information for potential thieves.
“Social media has become such a popular way to share information,” says Jessica VandenHouten, company spokesperson. “In a digital age, people want to share everything. But it can also put people at increased risk.” When posting an image, is it visible to only family and friends or also to friends of friends?
The singer sent a picture of the large diamond ring on Instagram to her 6.4 million followers, giving a boost to diamond jewelry among her many young followers.
Potential shoppers in Britain and America are way ahead of shop owners when it comes to the use of social media, according to a study by digital consultancy Brandwatch. On average, customers are posting to social media giants, such as Twitter, Facebook and Instagram, about 15 times more often than retailers.