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In an era where digital presence defines success, even brick-and-mortar jewelers must embrace online strategies to stay competitive. Especially when it comes to putting your best foot forward with your online reputation.
Hislon Jewelers’ Sales Manager, Paige Kapoosuzian, understands this challenge firsthand. From navigating an oversaturated market to leveraging social media for customer engagement, she shares valuable insights into what it takes to build a strong online reputation.
Does having an online presence matters for brick-and-mortar jewelers?
Many retailers assume that because they operate a physical store, online presence isn’t a top priority. Paige disagrees.
“A strong online presence allows us to showcase our craftsmanship, highlight our products, and foster meaningful connections with customers,” she says. “It extends our reach far beyond our local area, helping us engage with new audiences and build lasting relationships.”
For jewelers, a well-maintained online presence doesn’t just serve as a digital storefront—it’s a powerful marketing tool. Whether through a website, social media, or customer outreach, an active online presence helps attract and retain customers in an increasingly digital world.
There’s so many jewelers online—how do you stand out?
One of the biggest hurdles jewelers face is standing out in a crowded market. The rise of costume jewelry has shifted consumer focus, particularly among younger generations, away from the timeless value of gold and fine jewelry. According to Paige, the key to countering this trend is education.
“Educating our audience about the lasting quality and significance of our pieces is essential, but requires ongoing effort,” she explains.
Through consistent messaging, blog content, and social media engagement, jewelers can highlight the craftsmanship and value behind their collections. Informing customers about the benefits of fine jewelry versus mass-produced alternatives builds trust and helps drive long-term customer loyalty.
How do you measure the success of online efforts?
Success in digital marketing isn’t just about having an online presence—it’s about tracking and optimizing it. For Hislon Jewelers, success is measured through increased reach and engagement across platforms.
“Having our products featured on our website, Facebook, and Instagram has significantly expanded our audience,” Paige notes. “For instance, although we are based in New York, we've received inquiries from as far as California.”
This kind of reach demonstrates the power of digital tools in broadening a business’s customer base. Tracking engagement metrics, such as social media interactions and website inquiries, can provide valuable insights into what’s working and where to refine efforts.
What about social media?
An effective social media strategy is more than just posting beautiful images—it requires targeted approaches that drive real business results. Hislon Jewelers leverages paid promotions to reach local consumers who may not yet know about them.
“We focus on targeted strategies, such as boosting posts to reach local consumers,” Paige says. “By showcasing the jewelry they're searching for, we attract attention and create awareness, turning casual viewers into loyal customers.”
Investing in tools that streamline this process can make a big difference. A clienteling solution like Clientbook helps jewelers maintain customer relationships by keeping track of preferences, past purchases, and personal milestones, making it easier to create personalized outreach that resonates with customers.
Final thoughts
In today’s competitive market, having a strong digital presence is no longer optional—it’s essential. Even if you don’t sell a thing online. By educating customers, engaging online, tracking success, and implementing targeted social media strategies, jewelers can build a reputation that drives long-term business growth.
Want to learn how Clientbook can help you strengthen your online reputation and keep customers engaged? Schedule a demo today!
