Little h. unique pearl jewelry
Opinion

Talking to Jewelry Lovers

Jackie Cohen of My Story Jewelry with her adopted daughter Julia.

NEW YORK. In the digital space, I’m not the first person to connect with jewelry lovers, but I hope to help increase exposure for those who mine, make, and sell the gems and pieces we adore. Some of my peers have been doing this for some time, and I’m inspired by their efforts.

For example, Severine Ferrari of Engagement101.com started talking to newly engaged brides—real people without high-profile names or connections—out of a love for the human angle of stories. Ferrari came to jewelry publishing from writing about wedding dresses and eventually found a home in the engagement niche. An engagement, observes the Paris transplant to New York City, is first about connection and a ‘why’ behind the commitment. Sure, the jewelry is pretty, she continues, and couples always talk about engagement rings, but that is not the reason for the union—it’s the love, baby!

Severine Ferrari is the publisher and editor in chief of online engagement magazine Engagement101.

Severine Ferrari is the publisher and editor in chief of online engagement magazine Engagement101.com.

To wit, Ferrari posts as many as 10 stories a month on her web-based magazine and one micro-story a day on social media about couples in love and how they got engaged. She talks to them about how they met and how they picked their ring and strives to find a diverse lot—same-sex, well off, on a budget, etc.—of couples.

“We in jewelry love jewelry, of course, but it’s a symbol of love and important to remember how meaningful that proposal moment is for a couple,” she says.

Also important: video stories (subscribe to her YouTube channel here—and mine, too, here!). Ferrari has been making them for 10 years to better share her readers’ tales. Plus, video consistently gets more clicks than photos alone. (Here’s one of her stories, complete with video of a couple who got engaged in New Zealand.) Spoiler alert: you may cry!

“As a publisher, I like to share stories, but it’s also a learning experience for me,” she says. “Data is important but so is talking to people to understand how couples stay together longer, why they do or don’t have kids before marriage, and to understand my audience. If we better understand them, then we can better understand where they go to get their jewelry.”

A blogger in a non-niche segment of jewelry is Catherine Cason, who debuted GemHunt.com just a year and a half ago. Cason isn’t from the jewelry world, either—she’s a beauty consultant—but started writing about it because she couldn’t find jewelry-specific content she enjoyed.

“I wanted to know more about jewelry but felt that a lot of the voices were talking to themselves,” she says.

Catherine Cason is the blogger and founder behind GemHunt.

Catherine Cason is the blogger and founder behind GemHunt.com.

Instead of that off-putting, barrier-rich approach—in my opinion, a result of the jewelry trade’s own outdated, super formal and technical, and ‘you can’t sit with us’ way—from brands or stores, she took an informal, friendly approach.

“I get excited about jewelry,” she says. “I put each ring on my finger and tell readers how it makes me feel, I tell readers the story that the jewelry is telling me and the emotions it creates instead of just, ‘It’s 1.2 carats—take it or leave it.’”

Jewelry, she continues, means a lot to people, and as I’m also finding, women are willing to talk about it. Every piece has a story, and Cason dismisses the taboo idea that just because something has a high price point, you can’t talk about it. (Of course, many of us who talk to collectors about their jewelry realize the importance of not revealing any information that could compromise subjects’ privacy—like last names, which this site, as well as GemHunt and Engagement101, don’t use.)

According to Cason, some conversations—like one she had with Jocelyn in February this year—prove that talking about your jewelry can be cathartic. (Read her story, but the Cliff Notes version is that the subject was robbed and online friends donated pieces to rebuild her collection.) “It was very emotional,” notes Cason about the story filed on her Diamond Blog under ‘Real Women, Real Jewelry’ on her site.

Finally, there’s Jackie Cohen of My Story Jewelry, whose line of customizable nontraditional mother’s jewelry was created to celebrate her own story of adopting daughter Julia. Once other women started asking her about pieces, she learned their stories, and it snowballed into a riveting collection of empowering tales that she now shares on My Story Mondays on her website.

“When you open up to people, they open up back to you,” she explains.

Jackie Cohen of My Story Jewelry with her adopted daughter Julia.

Jackie Cohen of My Story Jewelry with her adopted daughter, Julia.

The stories—often acquired at in-store trunk shows—are inspiring and offer hope and encouragement to other women through the lens of another female’s own personal triumph. Her first one, published in the fall of 2016, shared the story of Jenny, who left her husband on July 29, 2004, but also met her soulmate and future husband on the same date later in the day. With that newfound love and support, they had a child, and she accomplished great career success. Cohen now publishes about two stories a month, which have become popular among her fans.

“I meet the most amazing people—women who have lost children, survived breast cancer, written children’s books—and these awesome people need an outlet to be heard,” she continues.

The jewelry hook? All these remarkable tales result from either outreach to Cohen, whose family has been in the jewelry industry for decades, or meeting with her about her jewelry. That’s the power that fine jewelry possesses—the ability to connect people who otherwise might not ever meet simply by admiring a glittering accessory.

Do you have a jewelry story to tell? I’d love to hear it. Please reach out to me at Jennifer@jenniferheebner.com or weigh in with a comment below.

Jennifer Heebner LLC

This content is copyright protected and may not be reproduced.

Share this Story

Leave a Reply

Subscribe to the Newsletter

Instagram

  • So proud of the #intheknow event that our board presented to membership last week at in the city!
.
.
@benjaminsmithee was our brilliant emcee, from whom we learned about gamification. Attorneys Mary Kate Brennan of Epstein Drangel LLP and Sara Yood of the JVC taught us about trademarks and copyrights, followed by an insightful conversation about knockoffs. Laura Urquizu educated us on the groundbreaking new firm @red_points_solutions, a firm that protects brand assets. And Jennifer Shaheen the @techtherapist offered us a deep dive into data mining!
.
.
We are so grateful for our speakers sharing their time and talent with us. And I’m so proud of our board for pulling together such a powerful event at such a great venue!
.
.
Mark your calendars next for Jewelry Night Out on Thursday, Sept. 13, when guest speaker Julie Zerbo @thefashionlaw will join us to carry on a smart conversation about the intersection of law and fashion. Plus, become a member or renew your membership and gain admission to a super upbeat members-only event taking place in the city on Sept. 25: Arnaud Collery, @standupforpassion otherwise know as Mister Happiness! He will address a limited number of our members in an intimate Midtown setting—but you must be a member to attend!
.
.
#wjanymetroitk #wja #wjanymetro #wjanewyorkmetro #brandprotection #data #intellectualproperty #ethics #jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry  #whatsyourstory #jewelrystory #jewelrynightout #jewelrynightout2018 #jno #happiness #misterhappiness #thefashionlaw
  • First speaker today at the @wjanewyorkmetro #intheknow event: Jennifer Shaheen or @techtherapist!
.
.
.
#wjanymetroitk #wja #wjanymetro #wjanewyorkmetro #brandprotection #data #datapoweredgrow #intellectualproperty #ethics #jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry  #whatsyourstory #jewelrystory #intheknow #dataminer #datamining
  • KNOCKOFFS.
.
.
I know I have your attention.
.
.
Wednesday, July 18 from 1 pm to 5 pm is the @wjanewyorkmetro In The Know event called The Evolution of Jewelry in the Digital Space.
.
.
I am SO GEEKING out because of the expertise we have coming to talk tomorrow!!
.
.
First, @techtherapist Jennifer Shaheen will speak about “Understanding Analytics and Data and How to Use Them to Grow Your Brand Online.”
.
.
Then the JVC’s Sara Yood and Mary Kate Brennan, associate, Epstein Drangel, LLP, will speak about “Making Sense of Trademarks and Copyrights and How Emerging Brands Can Protect Their Intellectual Property.” The SLIDE YOU SEE IS FROM THEIR TALK ABOUT ALLEGED COPYCATS!!!! It’s going to be GOOD, people!!!
.
.
And finally, Laura Urquizu, CEO and partner of Red Points—a company founded by IP attorneys—will talk about technological solutions to Intellectual Property (IP) infringements online. You will be BLOWN AWAY by the work @red_points_solutions is doing for brands online!! Talk about protection!!
.
.
SEATS ARE STILL AVAILABLE!!!! Go online to the WJA website or buy at the door. DON’T MISS THIS. No recording will be available, sorry!!
.
.
#wja #wjanymetro #wjanewyorkmetro #brandprotection #copycats #knockoffs #intellectualproperty #ethics #jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry  #whatsyourstory #jewelrystory #intheknow #intellectualpropertylaw #intellectualpropertyrights
  • Thank goodness for my goofball girls! Love this crew!! Wish I could fit about 50 other people in this shot but this is a good start to a great week of #jewelryfriends #jewelrypeople. Grateful for good people in my life. (Watch that Clare sneak in on the right!!)
.
.
.
#wja #wjanymetro #wjanewyorkmetro #jenniferheebner #jewelrylover #dontmissit #jewelrygram #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry #a4e #awardsforexcellence #whatsyourstory #jewelrystory #intheknow @originalevedesigns @breckenbranstrator @amandagizzi @clareullman @laurenelizabethnyc
  • Coming soon...Awards for Excellence! I’m super excited to attend the redesigned program this year, and proud of my #wja colleagues for the hard work they put in to make this annual affair a memorable one. It’s always a highlight on my summer calendar. I hope to see you there!
.
.
.
#wja #wjanymetro #wjanewyorkmetro #jenniferheebner #jewelrylover #dontmissit #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry #a4e #awardsforexcellence #whatsyourstory #jewelrystory #intheknow
  • Frustrated by knockoffs and others “borrowing” your designs or blog posts? Then don’t miss the incredible lineup of speakers at next week’s @wjanewyorkmetro In The Know event! Let our guests teach you how to defend your brand against online bullies, and how to use data to make your online presence more effective!
.
.
.
#wja #wjanymetro #wjanewyorkmetro #brandprotection #copycats #knockoffs #intellectualproperty #ethics #jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #marketeditor #tellmeyourstory #jewelrystories #journalism #instajewelry  #whatsyourstory #jewelrystory #intheknow #intellectualpropertylaw #intellectualpropertyrights
  • These pretty little #pink #flowers from @annetteferdinandsendesign at @by_couture were so sweet! Can you guess the material? Kinda looks like a super-rare color of pearl but it’s not—sort of...??
.
.
.
#jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #gorgeousjewels  #marketeditor  #tellmeyourstory #jewelrystories #slayoncé #journalism  #gemalicious #gemstones #gemporn #jewelryporn #thinkpink  #jewelrydesigner #pinkflowers #guessthegem #pinkshell #conchshell #conchshells #conch #pinkearrings #rarepink
  • Loved these cool #superseven #gems from #jamiejosephjewelry @jamiejoseph1 at @by_couture! I first saw Super Seven years ago in #tucson but really haven’t seen it much in fine jewelry. The gem is a #funky #quartz mix of seven different stones with the color #purple in it. My fave color!
.
.
.
#jenniferheebner #jewelrylover #jewelrypeople #jewelrylife #jewelrygram #jewelrygoals  #gorgeousjewels  #marketeditor  #tellmeyourstory #jewelrystories #slayoncé #journalism  #gemalicious #gemstones #gemporn #jewelryporn #purplegems  #jewelrydesigner #purplequartz

Follow Me!