CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
IndependentsJul 23, 2018
The PR Adviser: How Do I Mark a Major Milestone?
A jewelry store or brand celebrating a major anniversary must go beyond crafting banners and throwing a big bash, Lilian Raji writes.
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com.
Hello my beloved readers!
The latest question for the PR Adviser is as follows.
Q: The year 2020 marks our 100th year in business. What should we do to celebrate it?
Elisabetta Molina
Garavelli
A: First, my apologies for missing Las Vegas jewelry week. I missed spending time with all of you, but the PR Adviser was needed in Montreal to assist a fabulous Quebecois husband-and-wife jewelry duo in charting a new course for their business.
In our two intensive days together, I made them laugh, I made them cry, I made them dig deep into their souls to get to the very truth of their business. They emerged battered and bruised, but reborn with a new strategy and a clear direction. I can’t declare victory until our work together takes hold and they’re raking in the dollars. I’m by their side until this happens.
Now to you, Elisabetta, and the many options you have for celebrating this momentous occasion.
I have no doubt your great-grandfather, Mario Garavelli, is looking down with tremendous pride at the work you and your brother have done to take his vision to new heights. While you absolutely must celebrate what your family has accomplished, Garavelli’s story doesn’t belong to you alone. It also belongs to your customers.
Without your customers—both the retailers that enthusiastically stock your collection and the women who proudly adorn themselves in Garavelli—this centenarian anniversary would never have been possible.
You MUST include them in your celebration.
Yes, have a party and do everything every brand does to celebrate their 100th year. Run ads in magazines, redo your website with anniversary branding and blah, blah, blah, snooze.
When you’ve gotten all of that out of your system, it’s time to truly and personally acknowledge the role of your customers in this achievement.
Between now and eight months before your official anniversary date, I want you to pull out your Rolodex. Yes, the Rolodex! We’re talking 100 years here! We need to build a comprehensive list and I seriously doubt your great-grandfather Mario, grandfather Aldo or father Averne kept their customers’ lists in Outlook.
You’re going to contact every still-living person who has ever added one dollar, one euro or one lira to the Garavelli coffers, Elisabetta, and tell them why they’re an important part of your celebration.
You’re going to ask them, per favore, to write a statement, send a picture, make a
video—anything they’d like to do—talking about their relationship with Garavelli.
Ask for confessions on what Garavelli has meant to them. How did they discover the brand? What made them buy the pieces they own? How do those pieces make them feel when they wear them? What do those pieces mean to them? Why have they kept their relationship with Garavelli all these years?
These people shaped Garavelli into the illustrious, international company of today, and they, too, deserve to feel some personal pride in your company’s 100th anniversary celebration.
These confessions, along with whatever photos and videos you’re able to obtain, should then be used to create a tribute website to your customers. We want the Garavelli story told in their words, not your own.
What makes a better impression—me telling you how great I am, or 1,000 people telling you how great I am?
Exactly.
Launch the website three to four months before your official anniversary date and use social media to tease out the confessions showcased on the site.
And before you throw the greatest centenarian anniversary party Valenza has ever seen, take those confessions, along with photographs of your jewelry throughout the years, and create a limited-edition book. This book is your gift to everyone who offered a confession and those who attend the party.
What do you think of “Garavelli Confessions: 100 Years” as a title? Non importa. We can figure that out later.
It’s one thing to simply thank your customers, and quite another to make them an integral part of your celebration.
What makes a better impression? Me thanking you for being a great customer? Or me thanking you for being a great customer while I’m flying you on a private jet to a secluded island where you will be pampered to your heart’s content?
Exactly.
Without 100 years of fabulous customers, Garavelli would not be what it is now.
If you’re going to say grazie, say grazie mille.
This is where I kindly remind you I have a passport, some yet-unstamped pages, and a yearning to continue my tour of Italy. I’ll be mailing you one euro to contribute to the Garavelli coffers so I, too, can receive an invitation!
Addio, mio caro amico, Elisabetta. I’m excited to see what you do.
And to my dearest readers, until next time! Never forget, I’m available to answer your most pressing PR and marketing questions, either here in my column or in person at your office.
Arrivederci!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Visit LilianRaji.com to learn more. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
Ask for confessions on what Garavelli has meant to them. How did they discover the brand? What made them buy the pieces they own? How do those pieces make them feel when they wear them? What do those pieces mean to them? Why have they kept their relationship with Garavelli all these years?
These people shaped Garavelli into the illustrious, international company of today, and they, too, deserve to feel some personal pride in your company’s 100th anniversary celebration.
These confessions, along with whatever photos and videos you’re able to obtain, should then be used to create a tribute website to your customers. We want the Garavelli story told in their words, not your own.
What makes a better impression—me telling you how great I am, or 1,000 people telling you how great I am?
Exactly.
Launch the website three to four months before your official anniversary date and use social media to tease out the confessions showcased on the site.
And before you throw the greatest centenarian anniversary party Valenza has ever seen, take those confessions, along with photographs of your jewelry throughout the years, and create a limited-edition book. This book is your gift to everyone who offered a confession and those who attend the party.
What do you think of “Garavelli Confessions: 100 Years” as a title? Non importa. We can figure that out later.
It’s one thing to simply thank your customers, and quite another to make them an integral part of your celebration.
What makes a better impression? Me thanking you for being a great customer? Or me thanking you for being a great customer while I’m flying you on a private jet to a secluded island where you will be pampered to your heart’s content?
Exactly.
Without 100 years of fabulous customers, Garavelli would not be what it is now.
If you’re going to say grazie, say grazie mille.
This is where I kindly remind you I have a passport, some yet-unstamped pages, and a yearning to continue my tour of Italy. I’ll be mailing you one euro to contribute to the Garavelli coffers so I, too, can receive an invitation!
Addio, mio caro amico, Elisabetta. I’m excited to see what you do.
And to my dearest readers, until next time! Never forget, I’m available to answer your most pressing PR and marketing questions, either here in my column or in person at your office.
Arrivederci!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Visit LilianRaji.com to learn more. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
More on Independents
The Latest
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
