Creative content creator and PR consultant, Asha Pitt, sits down with UK Jewellery Blogger of the Year, Katerina Perez, to discuss her award-winning business, and gain insights into how jewellery retailers can harness the power of social media.
What was your route into jewellery blogging?
I have always had a passion for jewellery. In fact, one of my earliest memories is literally covering myself in my grandmother’s jewellery, aged three years old. I am a writer at heart, and about five years ago, whilst I was Jewellery Editor for VV – a Russian-British luxury lifestyle magazine aimed at Russian ex-pats – I decided to start a website focused on celebrating jewellery. This outlet, which was essentially a hobby five years ago, turned out to be my profession. I did not and still do not think of myself as a blogger. Essentially, I have an addiction; I am a jewellery addict!
Was your objective always to become one of the industry’s leading bloggers?
If you had asked me five years ago whether I aimed to be a blogger, I would have said, “What’s a blogger?”. First and foremost, I am a writer. A writer who also happens to be a jewellery insider. That’s why I think my content is so compelling – all doors are open to me. I am welcomed by jewellers because I share their passion. Being authentic is a major part of my success, and I share this passion with everyone I meet.
How did it feel to be acknowledged as the UK’s leading jewellery blogger in the inaugural IJL awards this year?
The aspect I enjoyed the most was the fact that the industry finally appreciated influencers. It was fantastic recognition of all the hard work that goes on behind the scenes. For me, it was the moment that I felt the effort and sacrifice was justified. Recognition is a huge motivator for me. This award was like a thank you, and confirmation that the work that I and other like me do, is worthwhile and helps the industry as a whole.
What makes a good jewellery blog in your opinion?
Beautiful presentation: Jewellery is adornment and deserves to be presented in a way that celebrates the materials and craftsmanship involved.
Voice: This is vital. Have your own voice and share your own opinions.
Knowledge: I am a certified gemmologist, so I know precious gemstones. I also understand both the retail and trade sides of the industry. And I travel extensively to exhibitions around the world, so that I stay up-to-date with global trends.
Consistency: You must be consistent with content, and most importantly, in the quality and frequency of posts. Once you have a following, they will want to hear from you regularly. You become a key source of information. If you are not consistent, then you will lose them.
Being nice! Be approachable and be yourself.
How important are images and videos in telling jewellery stories?
There is an Asian proverb that says that it is better to see something once, than to hear about it a hundred times. In my opinion, this is the number one rule for jewellery, and why I focus so much on image quality for my website and social channels. If you apply a little creativity, you can show the same piece of jewellery in ten different ways. Rather than just showcasing a standard catalogue picture, you can create a compelling visual story, displaying that same piece in a lifestyle shot, behind-the-scenes in manufacture, worn on a model or member of staff, as a still life and as close-up – for example.
How do you decide what to post each day?
I plan ahead, and also delineate my content by themes. These will based on trends, informative articles I have written, or driven by my exhibition attendance. For instance, I have just returned from Hong Kong, so I created a jade series. These themes separate my content in a way which makes it more digestible and visually neater. When I go to shows, I take hundreds of images, so I continually review the content that we have, and then categorise by types of stones, style of jewellery, and even divide by designer – such as up-and-coming brands or master craftsmen.
How often do you post? And is it always on the same channel?
I post three times a day on Instagram, so that I cater for followers across multiple time zones. The website is a little different – as the content is more detailed – so I post long form articles four times a week there. I also link my Instagram Stories and related Instagram posts to the website, so that my followers can access that more detailed information with just one click.
Which channel do you get most engagement from your audience through?
Definitely Instagram. And Pinterest is great for driving traffic to the website because of the quality of our images. My website is purely for aesthetic pleasure, information and education. Whereas my social is, well, social!
What’s the most common mistake you see on trade/retail blogs/social media?
Poor quality images, lack of consistency and scarce information. Oh, and a lack of hashtags!
What are your top three tips for jewellery retailers when blogging/posting on social?
- Plan in advance.
- Divide your content between information, entertainment and selling.
- Invest in high quality content (and if you can’t do all of this, hire someone who can!)
Get your daily fix of jewellery insights – follow Katerina @katerina_perez and visit www.katerinaperez.com