Thousands flock to web, Facebook and Twitter to follow Hot 100 party.

Professional Jeweller’s 2012 Hot 100 party became an internet sensation last week with activity rocketing across the magazine’s web site, Facebook page and Twitter feed.

The party, which was attended by 700 invited guests from across the British jewellery industry, took place at Freemasons’ Hall in central London.


Traffic to soared by 328% for the three days following the Hot 100 party, compared to the previous week. Almost 50,000 pages were viewed in three days; a total that normally takes almost a fortnight.

Facebook visits increased five-fold in the week of the event, with over 10,000 people visiting the Professional Jeweller page. On a normal day, around 60 visitors to Facebook comment on or like items on the Professional Jeweller page. In the wake of the party, this increased to over 500.

On Twitter, the @PJeweller feed was buzzing with party guests raving about the event and congratulating the people that made it into this year’s Hot 100.

Professional Jeweller editor-in-chief Rachael Taylor said: “It looked like everybody was bunking off after the party to look at all the Hot 100 pictures. But what looks like just fun is actually also serious business. The jewellery industry survives on presenting itself and its merchandise as sparkling objects of desire. The Hot 100 party reflects the fact that  we are in the business of showbusiness."

“This is a new era for the jewellery industry," added Professional Jeweller commercial manager Andy Martyniuk. "In today’s world, companies that rely on discretionary spending must work harder than ever to be noticed in a world of shrinking attention spans, increasing noise and ever-tighter household incomes. While we were creating the biggest media storm of the year on behalf of our partners and advertisers, our competitor was offering 30% off its subscription rate. Some people get it, some don’t.”