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While the pandemic seems to be slowly coming to a landing, many in the jewelry industry are still working to combat its effects. One example is Jen Cullen Williams who has done PR throughout the industry for years. In an interview with JCK, she talks of her business and life through the pandemic and more.

When asked about how she managed to convince her regular clientele that her PR work was needed during the pandemic, Williams said, "I didn’t really have to do any convincing, because we were in a global crisis and people didn’t know how to respond. From my perspective as a communications professional, this was an opportunity to help clients pivot their business and say something relevant and important. My advice was: Think about who you are as a company—what you do, who you serve, what your value proposition is. This was a time for brands and companies to think about their purpose and how they were going to help their customers. I also think it was a time for companies and the people behind them to open up more—to be more vulnerable and show how they were trying to make a difference. Companies that were disingenuous or didn’t connect with their customers faltered."

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Williams was also asked about the state of the jewelry industry during the pandemic and how well it has done despite the hurdles. "The data actually shows that," she said. "Consumers were spending on jewelry and not on other luxury categories like shoes or handbags. They weren’t spending on lavish vacations. Jewelry is a category that is often sentimental, so buying a piece was symbolic of things that were happening in people’s lives. It also shows up on Zoom and video, so even if you were wearing athleisure and slippers every day, you could put on a pair of earrings or a necklace and feel like you had dressed up a little bit. And for some people, investing in a high-end piece of jewelry made sense because it holds its value. The question now is whether the momentum will sustain into holiday 2021, when things are reopening."

Boss girl Kira

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"If you have made e-commerce more accessible, made your product more available through virtual appointments, if you have done everything you can to connect with customers in modern ways, you will probably do well," said Williams about how to make it in the retail jewelry industry in these times. "And if someone bought jewelry from you for the first time, they might become a customer for life. I think there’s a huge opportunity for the jewelry industry to keep growing. The businesses willing to invest in creating digital assets will continue to thrive."

Information originally sourced from JCK.