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The new face of romance

Sharing authentic, beautiful stories on social media is a jeweler’s best strategy.
Aug 1, 2018 7:09 AM   By Sonia Esther Soltani
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How did Karlie Kloss show the world — or at least her 7.5 million Instagram followers — the huge cushion-cut diamond with which Joshua Kushner proposed last month? The 26-year-old model and entrepreneur offered a good shot of her bling — with its diamond pavé band — on the social media platform’s Stories feature as she was having her hair done for a photo shoot. Casual and classy at the same time.

If there’s one platform every jeweler in the engagement-ring business needs to be on, Instagram is it. It offers the best opportunities for visual storytelling.

Take, for instance, Nicole Wegman, owner and designer of Ring Concierge — an appointment-only engagement-ring supplier with 150,000 Instagram followers. The New-York based consultant told an audience during a panel discussion at JCK Las Vegas this year how she started her online business, attributing her success to Instagram.

What’s her winning recipe for converting followers into sales and loyal customers? Beautiful images of diamond rings on impeccably manicured hands against pleasant backdrops ranging from urban landscapes to exotic beaches. During the JCK event, she explained that she mixed entry-level diamond rings with seriously expensive pieces and could never predict which would get an inquiry and a buyer. It’s her polished aesthetics and decision to feature real couples getting engaged that have hit the right note with customers who love stunning photography and authenticity.

The benefit of working with real people — the more attractive, the better — hasn’t been lost on the likes of De Beers and the Diamond Producers Association (DPA). With its Women of Forever series, the former shows clients sharing the story behind their engagement rings — and more importantly, their love for diamonds and trust in the De Beers brand.

As for the DPA, its marketing arm, under the banner “Real is Rare. Real is a Diamond,” is capitalizing on working with camera-friendly individuals who are not household names but command large followings on social media.

Its latest campaign, which runs through August 15, features the bubbly Chelsey White of Chelsweets, a self-taught baker with more than 570,000 followers on Instagram, over 217,000 on Facebook and just under 100,000 on YouTube.

The newly engaged New Yorker documented her special moment on her channels, and her clip for the DPA shows her baking a cake that symbolizes the key milestones of her relationship — and of course, showing off her gorgeous diamond engagement ring.
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