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Social Media Makes Life Easier for the Luxury Brand

Social Media Makes Life Easier for the Luxury Brand

The Luxury Education Foundation recently brought together representatives from the world’s leading luxury brands – a group that included Hermes, Dior, Chanel and more – to discuss how they’re dealing with a changing market. Millennial customers have less money than their parents did, and there’s a tendency to prioritize spending on experiences rather than possessions; this is a challenge for all fine jewelry brands. You can read an in-depth report here; we’re just going to focus on the parts that you can use to help grow your brand.

We were very excited to hear Henri Barguirdjian, the CEO and President of Graff, specifically call out the power of social media in this conversation. He said, “Number one, new consumers have educated themselves very quickly, and their knowledge of our world and our product is very impressive. If anything, the whole new way of communicating with social media makes our lives easier because you get instant reaction whether you are doing something right or wrong.”

[Tweet “The ability to test ideas without committing 100% to them is a luxury of social media.”]

This level of responsiveness from the public has provided Graff with a real time way to check whether an idea is on or off brand. Prioritizing those ideas that provoke buyer enthusiasm is an obvious best practice; we’re guessing those buyers couldn’t resist the Graff diamond encrusted Beats by Dre headphones that recently debuted.

Smaller brands can do the same thing: sneak peeks of design concepts on Instagram, Pinterest, or Facebook are an easy way to gauge buyer response. Barguirdjian pointed out that the negative feedback is more plentiful than positive, so don’t be discouraged by the trash-talkers: that happens to everyone. The ability to test ideas without committing 100% to them is a luxury previous generations of jewelry designers didn’t have available to them. Today, this testing may be essential to connecting with the Millennial customer who may buy less jewelry – but wants the pieces they do buy to be exactly right.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office