In recent times, a growing number of jewelers have been voicing their frustrations with social media, sharing their plans to quit for good. Yet, despite this rising sentiment, many can’t afford to leave, as social platforms have become vital tools for small businesses and independent designers.
A recent informal survey revealed that 82% of jewelers consider social media essential for their businesses. For many, platforms like Instagram have been instrumental in attracting customers and fostering brand loyalty. Ali Ruth Dickson of Ruth NY says, "It’s been crucial for me since day one. Without it, I’m not sure how I would have started my business at all."
For Joy and Sarah Haugaard of Lionheart, social media—especially Instagram—has been the bridge that connects them directly with customers, creating an organic relationship that fuels their growth. "We love the personal touch social media provides. It helps make the distance between us and our customers feel smaller," they explain.
Others, like Shari Cohen from Seal & Scribe, emphasize that social media is the only way to reach their global clientele. “Without it, I wouldn’t have clients from across the world,” Cohen states. Her business depends heavily on social media to establish trust, as customers purchase luxury items sight unseen.
Social media advertising has become a game-changer for many, as seen by Emily Hirsch of Talon Jewelry. After changes to Instagram’s algorithm, she turned to paid advertising, which led to a surge in sales during a tough year for many small businesses.
For medium-sized brands like Picchiotti, sponsored campaigns have allowed them to target specific audiences, making social media a cost-effective tool for promotion. “Without it, we’d miss out on visibility and the chance to showcase our brand to the world,” says Maria Carola Picchiotti.
While some jewelers struggle with the demands of content creation, the benefits of staying visible and maintaining customer relationships often outweigh the challenges. Elise Thompson from Mejia Jewelry shares her experience, saying, “It’s a necessary evil. It’s exhausting, but it keeps me connected to customers who may purchase something months after seeing it.”
Unexpected opportunities also arise from social media exposure, as Priyanka Mehta of Nue Fine Jewelry discovered when her designs were featured on Emily in Paris after being discovered via Instagram Reels.
Despite some jewelers questioning the need for social media, many continue to rely on it for industry connections and brand exposure. Designer Dale Novick sees social media as an essential platform for showcasing creativity while staying informed about industry developments.
Some, like Ana Rueda from Anavir Studio, have found that in-person shows provide more value, but acknowledge the convenience and reach of social media for ongoing brand exposure.
For jewelry editors and industry professionals, social media is indispensable for discovering new trends and fostering conversations without leaving home. However, many are questioning whether this over-reliance on digital platforms is sustainable in the long run.
As the debate continues, jewelers are left wondering: Will the pressure to stay connected ever subside, or is social media now an unavoidable part of their business future?