If you’re a jewelry designer, store, or brand looking for extra publicity, getting attention from jewelry bloggers can be a great boost for your online presence. But how do you get jewelry bloggers to feature you?
There are no surefire ways to make sure that Influencers will want to spotlight your brand, but there are definitely some things you can do to increase your chances of being featured and to making sure you’ll be thrilled with those features when they go live.
Reach out.
Jewelry bloggers get tons of pitches every day from people looking to be featured. This kind of cold calling often goes nowhere…but sometimes it pays off, and when it pays off it can pay off big. If you think your designs are a good fit for a certain jewelry blogger’s audience, reach out and tell them so. It can’t hurt, and it just might work.
Make it easy.
If you’re doing an email intro, be sure to include at least a link to your website and/or Instagram if not actual photos, lookbooks, or Dropbox links to photos. If a blogger has to reply to your email and say “Okay, but what is the name of your brand?” there’s a 99.9% chance they’ll just hit delete instead.
Jewelry bloggers always need content. If you make your materials accessible, you’re halfway in the door already.
Invest time and/or money in photography.
Online Influencer content is a visual medium. If you don’t have attractive, professional looking photos at the ready, you’re shooting yourself in the foot.
Be organized.
There’s no better way to send images than with a link to a well-organized Dropbox folder. WeTransfers expire, zip files are unwiedly, and there’s nothing worse than getting a big batch of photos one attachment at a time in a big flood of individual emails.
Include a PDF in your Dropbox with identifying information on the pieces pictured and you’ll be every blogger’s dream come true.
Label everything clearly.
Do you know what I have in my Dropbox? Dozens and dozens of folders called “Diamonds in the Library.”
85% or more of the brands who send me images use my name or the name of my blog for the name of the folder.
I totally understand the logic here. You’re packaging up photos for me, why not label it with my name? But it makes it really hard for me to find your photos later if they’re just another one of my 62 or so folders called “Diamonds in the Library.”
I can’t say this enough times: the easier you make it for a jewelry blogger to feature you, the more likely they are to do so.
When I heard Brilliance and Fire described as “A Biography of Diamonds,” I didn’t know what to expect. Would it be a technical overview of developments in stone-cutting? A chatty collection of spotlights on famous diamonds throughout history? Would it be silly, or well-researched?
Brilliance and Fire taught me things I never knew about the history of diamonds, both by filling in details about the figures I already love and introducing me to completely new tidbits, like the fascinating tale of half-nude scientist Henri Lemonine, who tricked DeBeers into believing he had perfected synthetic diamonds in 1905. I had no idea that diamond slingers have been seeing the threat of man-made diamonds as potentially imminent for more than 100 years.
Ideally, we’d all be perfect, sweat-free unicorn humans who never get overheated or swollen anywhere, but that’s just not real life.