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Social Selling and Generating More Leads for Jewelry Retailers

Social Selling and Generating More Leads for Jewelry Retailers

In-person and ready to get back to business, the Atlanta Jewelry Show welcomed the jewelry industry back to a live event on March 5-6, 2022. The AJS has always prided itself on bringing industry experts together to celebrate and advance the jewelry industry. And this year was no exception as they partnered with Technology Therapy Group for a 1-Day Digital Marketing Intensive featuring TTG President and Lead Trainer Jennifer Shaheen. For over 20 years, her supportive and growth-oriented approach has encouraged and inspired audiences to make meaningful, profitable changes for their small businesses in the evolving world of digital marketing. 

Virtual Selling

An experienced instructor and engaging speaker, Jennifer lent her expertise to the importance of virtual selling in the jewelry industry. “Virtual selling is online shopping.” There is a need in the jewelry industry to bridge the gap between online and in-store purchases and bring that personal connection to eCommerce. As Jennifer explains, “Virtual selling has gone mainstream,” and retailers need to give their customers an authentic personalized experience. Every cloud has a silver lining. Due to the pandemic, shopping online is becoming easier by the day, and luxury items like jewelry that have typically been difficult to access, have discovered a novel way to reach a wider public. 

Social Selling

We all know where people are spending most of their time. The answer is social media platforms. Jennifer discusses harnessing the power of social media platforms to generate more leads. She explainsthat social selling is the process of using tools like Facebook, Instagram, and Google My Business to create relationships and deliver value to shoppers. “Social media selling establishes two-way conversations and private chats where jewelry retailers can engage shoppers by posting a picture of a piece and then selling it directly to them.” This process shortens the sales cycles, increases brand visibility, and improves customer rapport.

Improving Sales with Videos

When it comes to jewelry purchases, shoppers not only want to see the piece, but they also want to know its scale, and posting video content can be highly effective. Amping up your video marketing strategy can set your jewelry business apart from the competition. As Jennifer explains, video content means using videos for promoting and telling people about your product. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium. “It doesn’t have to be a professional videographer either; jewelry stores have the best lighting.” Having a sales associate try on the piece and explain what it is can resonate with the customer and provide a call-to-action to encourage viewers to purchase. 

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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