Together, the social media represent the most pervasive and functional marketing communications infrastructure in the history of mankind, not only because they are enabling companies to locate with pinpoint precision customers that they would have been unlikely to reach just several years ago, but also because they engage with them through influencers whose opinions the customers trust and rely upon.

As they have in many business sectors, the social media are changing the rules of the game in the jewellery trade, and demanding that its participants develop new set of skills and operating procedures. These are investigated in the 13th Jewellery Industry Voices webinar, which is entitled “Social Media Marketing: Jewellery’s Brave New World.”

As always, an expert panel of speakers was assembled. It included Ben Smithee, CEO of the Smithee Group, a New York-headquartered digital growth agency that provides businesses with a suite of digital marketing and media solutions and who has worked with major corporations from outside and inside the jewellery business, including Coca-Cola, McDonald’s, Del Monte, Signet, Rio Tinto, and many more; Preeta Agarwal, a well-known New Delhi based blogger, whose company Preeta Agrawal Workroom provides marketing consulting services to jewellery brands; David Brough, the London-based co-founder and editor of the digital trade magazine Jewellery Outlook, who has tracked the growing use of the social media in the industry; and Sarah Ho, whose London-headquartered jewellery brand has skillfully used the social media in growing its success.

The webinar was co-moderated by Edward Johnson and Steven Benson, and Gaetano Cavalieri, CIBJO President, welcomed the participants.