Sell Your Gems & Diamonds B2B This Holiday Season

The most wonderful time of the year is here yet again, and it is essential to be prepared for this holiday season. With December approaching, and the pandemic still in effect, it is important now more than ever to optimize an online presence that will help you market your business. Below are some tips to help your company get started for this holiday season, ending 2020 strong.


Make sure your company is seen and heard. Take the time to represent your business in the best way possible by choosing press-worthy photographs that exhibit your exquisite gemstones, and be sure to share your company’s story. Distinguish your business by creating “picture perfect” photographs that speak genuinely about what you do. Send out a press release regarding what is new, and let the trade know how you are helping retailers and jewelers.

It is always good to articulate your story by including the inspiring path your company took. Get your business out there by sharing your press release directly into the inboxes of trade publications, domestically and internationally. Get stores to notice you, stand out from the rest, and it will always be worth your time. Like Bill Gates once quoted, “If I was down to the last dollar of my marketing budget, I’d spend it on PR!”

Easy-to-use platforms such as: Rapaport Auctions, Virtual Diamond Boutique, White Pine Trading, and TJA Connect are available at your company’s fingertips. Each of these platforms allows you to access fellow members of the trade and network, buy, and sell conveniently; convenience is essential for reaching your audience anywhere in the world this holiday season. Rapaport, the world’s largest diamond trading network, established in 1978, is the creator of the Rapaport Price List—the industry’s primary source for diamond prices, reflecting the market. Virtual Diamond Boutique is an omnichannel app, available for iOS and Android, offering the tools for stores to buy and sell on their own branded storefront. The app allows stores to buy and memo what gem and diamond dealers list, as well as add their own markup automatically for quick, in-house sales. White Pine Trading revolutionized the recycled diamond industry, buying back gems, diamonds, and jewelry from the trade, and reselling to retailers or direct to consumer. TJA Connect, a B2B directory, allows companies to list their first 25 products for free, and is offering free website package options. It is the Yellow Pages for the jewelry industry. Each of these platforms offers amazing tools, resources, and plan options to help increase sales for the holiday season.

Email Marketing
Get in contact with luxury retailers and jewelry designers directly with email marketing. Gain company awareness by sending out your inventory list to potential customers. Include clear pictures of your gemstone and diamond inventory, both on a white background and as editorial shots. We recommend starting with email marketing platforms, such as Mail Chimp or Constant Contact. Mail Chimp offers a variety of plans to suit your email marketing needs, including a free plan to grow your audience. Constant Contact allows you to “work smarter, not harder” by creating branded emails with their free sign up, and having a robust set of layout options. These services easily allow you to customize designs while engaging potential customers, just with a few simple clicks.

Social Media Management
It has never been more important to be active on social media. It is one of the most cost effective, easiest, and time- friendly ways to reach thousands instantly. Staying active on pages is a highly effective way to gain reach. We recommend expanding your business’s presence to multiple platforms, ensuring greater reach of potential buyers. Being interactive is key. Comment on other pages, and reply to those who comment on your posts immediately. Add contact information, as well as share relevant industry news. But remember, nothing is worse than a page that sits there with no activity for engagement. Don’t create something and let it go. If the task seems too time consuming to do well, outsource it.

Content Management
One of your platforms should include more in-depth, thoughtful content, such as a blog. Your business’s blog should strive to maintain fresh pages, which assists in search engine optimization (SEO) for your website. Write stories about anything relevant to your business, such as: gemstone stock, gem lore, or how a solitaire diamond could be designed in various settings. Share customer testimonials as a great way to persuade potential buyers, as well as gain their trust. It is also important to discuss corporate social responsibility (CSR). How is your company giving back, or how have been supporting your employees during the pandemic? Your prospective customers want to work with a company that cares and is socially aware.

If any of these tasks seems like one too many things to focus on, but you don’t want to miss the opportunity to increase sales ahead of the busiest time of year, feel free to contact Pietra Communications at, or by calling 212-913-9761. We would love to work with you to help you increase brand awareness and sales before December rolls around.


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