Social Studies
Data consulting firm Demand Sage reveals that nearly three-quarters of the global population—that’s 5.24 billion people—use social media, so its significance is obvious; it’s where people spend time today. If your business doesn’t have a presence on any of the free and popular platforms, there’s a good chance that folks don’t know your company exists. Your next best move? Getting acquainted with social media.
MJJ Brilliant
According to the Pew Research Center, the top five most widely used platforms include YouTube, Facebook, Instagram, Pinterest, and TikTok. Use of TikTok continues to grow, as it saw a 12% rise in users since 2021, with now a third of all adults claiming to use it. Nearly half of all adults use Instagram, and Pinterest is used most by women (50% of users are female versus 19% who are male).
Mastoloni Pearls’ Pinterest account demonstrates why women love pinning—there are 76 boards devoted to beautiful pearl runway looks, new designs, celebrities in pearls, and more! It’s easy to “fall down the rabbit hole” of this pearl content and save favorites and inspiring looks.
When it comes to social media sales, Facebook and Instagram lead among B2C companies, particularly for fashion, beauty, and lifestyle brands.
In fact, findings from the 2025 Plumb Club Industry and Market Insights report reveals that 44% of respondents had made a purchase on social media, while 77% of those respondents who made a jewelry purchase via social media did so after seeing an ad for the item on the platform. Facebook was the most popular social media shopping platform, followed by Instagram and TikTok. Some 77% of social media purchases were made because of an ad. Plus, 26% of those surveyed say that an online presence is important for jewelry retailers, versus 21% in the Plumb Club survey from 2023.
For B2B businesses, LinkedIn is best—“offering capabilities tailored for professional networking and lead generation, particularly effective for sectors like technology, consulting, and finance,” according to Firefly, an AI-powered video commerce solution.
Jewelers Mutual Group
On LinkedIn, content from MJJ Brilliant, Inc., touts reasons why merchants might want to partner with them in business—“Trust, consistency, communication,” a recent post reads. It continues:
“Whether you’re launching your first collection or managing a national retail program, you deserve a manufacturing partner who shows up for you, not just at the start, but every step of the way.”
Not surprisingly, brands use social media in the hope of increasing sales, but that is far from the only reason to get online. There’s an adage that circulates that most can relate to: No one likes to be sold but everyone like to buy. Meaning—nobody like a hard sale, and in terms of social media, nobody wants to follow an account that is constantly just trying to sell to their followers. If someone follows your account, according to Panda Rose Consulting Studio, a digital consulting firm, it’s because they want to be educated, entertained, informed, to get to know you and your brand, and then they’ll likely be inclined to buy from you because of these positive connections.
Jewelry insurance titan Jewelers Mutual Group has a well-manicured Instagram account at @jewelersmutual. Its purpose is clear in its bio: “Your jewelry tells a story. Protect it for all it’s worth with the only company specializing in jewelry insurance since 1913.”
Royal Chain
Its highlights feature stories of real insurance clients, how-to information, and more, while its feed features casual but professionally executed images and videos of clients, fine jewelry “worth protecting” according to one post, jewelry trends, love, and more. Nowhere does it have a policy image or encourage anyone to buy, but the reason for the company’s existence and significance to viewers is loud and clear. So, if one of its 15,400 fans is ready for insurance or has questions about it—or knows someone with interest or inquiries—it’s likely they’ll reach out to Jewelers Mutual.
And beyond a manufacturer’s own social media accounts, many retailers need help maintaining theirs. Many larger firms offer this help to their accounts in the way of visuals and captions for clients to share.
Charm jewelry maker Rembrandt Charms supports its accounts as often as needed—“Everyday if requested,” says John Lavelle, marketing director. Offerings include Reels and posts. “We will give each retailer what they need, either completed posts or Reels with copy and hashtags, or we can get them separate assets to work with themselves,” he adds.
It’s a similar situation at the Royal Chain Group. Creative director and designer Phillip Gabriel Maroof provides his clients with a monthly assortment of assets such as posts, email layouts, captions and hashtags, and imagery. Just ask and they shall receive “whenever they need them,” he confirms.