The Power Of Influence

A way to leverage local and national online socialites to tell your store’s story, build traffic and close sales.

- Dan Scott

No matter the level of your current social media status and online presence, one form of “Social Relations” keeps building, year-on-year, and assisting a jewellery store’s bricks and clicks. It’s the power of digital influence driven by online personalities—local, national or global in reach.

These digital divas write and shoot their own images that are focused on specific industry segments, such as jewellery, watches and accessories. The online socialites have a few thousands to millions of devoted followers who quickly react to the influencers’ selfies, often sparking interest and online conversation on the jewellery she is wearing.

Of course, this “soft-sell” approach is hardly new to digital, or to any medium. It’s as traditional as dressing celebrities and dignitaries, yet it is focused on an industry and audience of like-minded followers both regionally and beyond.

Using an old term, these are “brand ambassadors,” who are more commonly referred to as “influencers”. For those with a consistent, long-standing online fan base, they deliver on that premise routinely.

Leading by a vast majority are attractive twenty-something female fashionistas offering more than excellent selfies peppered with the product. Their social media of choice is Instagram, and that will be our focus in this article to best illustrate the power of influence and how it can affect your bottom line.

Many of the people you may want to partner with in this space are talented digital stylists, self-taught, who can quickly arrange and shoot jewellery (on their person or tabletop) in a manner and mood reflective of their personal brand voice.