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Level Up Your Marketing Skills at Conclave

From the latest trends on social media to building your brand, these intermediate and advanced marketing sessions at Conclave will equip you with the knowledge and skills to take your marketing efforts to the next level. For a complete listing of educational sessions, click here to view our Conclave 2023 Schedule of Events page.

Monday, May 1

9:00 a.m.–10:00 a.m. / Intermediate
A New Wave of Social Videos
Jennifer Shaheen, Technology Therapy Group, and Rachel Merisheki, RS, Gem Legacy

It’s 2023, and the pressure to connect with your consumer in their seconds-long attention span is high. Short-form videos are the way to go. Not convinced short-form video is worth the time or essential to your storytelling? We’re going to make short-form videos attainable, channeling the power of the most effective video format on social media. You’ll go home with a basic understanding of short-form videos on multiple platforms, how to repurpose content (and save time), and a strategy to make it quick, easy, and fun!

10:30 a.m.–11:30 a.m. / Intermediate
What’s #TRENDING on Social Media
Jen Cullen Williams, Jen Cullen Willams Communications, and Tracey Ellison, The Diamonds Girl

Join this lively conversation to hear what’s trending on social media with a deep dive into how retailers and brands can best utilize key platforms like Instagram, TikTok, Pinterest, and more in 2023 and beyond. Hear from social media experts and influencers on the do’s and don’ts of social media right now, and learn pro tips for increasing engagement, gaining followers, and standing out on social media. Bring your phones and questions for Q&As, live demos, tutorials, and recommendations to amplify your digital presence.

10:30 a.m.–11:30 a.m. / Intermediate
The Customer Experience 2025: Will You Be Ready?
Jennifer Shaheen, Technology Therapy Group

2025 is around the corner; will you be ready to meet the needs of your customers in the next two years? What will your customers expect from your store or brand?

Platforms and big tech are driving user expectations and adoption. Inclusivity and compliance requirements continue to push businesses, bringing new challenges and opportunities. Now is the time to start laying the foundation for a consumer-first mindset throughout your business. The future will no longer be about online or in-store experiences but a blend of the physical and virtual worlds. During this session, we’ll look at what you need to have in place in the next two years to lead in your market instead of just trying to keep up.

10:30 a.m.–11:30 a.m. / Intermediate
Collaborative Storytelling: Why a Supplier’s Brand Identity Matters to Retailers
Brecken Farnsworth, CG, and Stephanie Major, Parlé Jewelry Designs

Whatever it may be, every brand has a story. How a supplier identifies and communicates their story is intrinsic to how well their product will sell on a retail level. This session will give suppliers and retailers the tools to create a story that works in tandem by utilizing different pieces of each other’s brand identity to generate a unique partnership.

2:30 p.m.–4:00 p.m. / Intermediate
Secrets of Creating Content Like a Big Brand
Michelle Chila, MC Squared Marketing

Join Michelle Chila as she spills the secrets of how Big Brands create content for their business. Using her own “4 S Formula” she’ll show you how to strategically create content that’s designed to grow your business and help you sell—without that big brand budget.

By the end of this presentation, you’ll have everything you need to get out of your seats and get started creating your own video and photography content for social media and more. Are you ready?

Tuesday, May 2

10:30 a.m.–11:30 a.m. / Intermediate
TikTok and the Future of Jewelry on Social Media
Julia Hackman Chafe, TikTok Influencer, IntercolorUSA / JewelsWithJules

The future of social media is driven by personalities on video. Being “real” and communicating authenticity to your audience has become the most valuable asset to brands. Even major jewelry houses can struggle to build followings on TikTok because they cannot find an authentic brand voice. This can work in favor of small businesses.

Julia Hackman’s TikTok account, “Jewels with Jules,” has a large, enthusiastic audience who follow her to see her latest jewelry videos. Don’t miss this class for great advice on how you can take your TikTok to the next level.

10:30 a.m.–11:30 a.m. / Intermediate
Building Brand Presence and Community
Ben Smithee, The Smithee Group

Learn how to create a community and build a network that supports your brand’s vision and mission. Community is the building block for expansion; it doesn’t matter whether you are an individual brand, retailer, or consultant. Discover how to create, foster, and grow your community during this panel discussion. Hear from a group of industry insiders on how they built individual brand presence and a community in less than two years. Panel presented by Black In Jewelry Coalition.

3:00 p.m.–4:00 p.m. / Advanced
Changing the Diamond Conversation
Grant Mobley, Natural Diamond Council

Learn firsthand how the global diamond industry positively contributes and partners with the communities in which diamonds are found, how diamond recovery and sales benefit millions of people globally, and the ways diamond miners protect the environment and animal life in remote areas of the world.

The realities of the modern diamond industry are far from the outdated perceptions of some consumers, and it is your job to disrupt those perceptions to help consumers feel great about their purchases. Arm yourself with the knowledge and facts to do this and the tools and assets available to help.

3:00 p.m.–4:00 p.m. / Advanced
State of the Industry by DeBeers
Ivette Nersesyan-Stephanopoulos, De Beers Forevermak

De Beers Group Proprietary Research will share the latest information from key trends and opportunities that are shaping a New Diamond World. Gain perspective to help build your diamond retail strategies towards this new world and understand how brands, digital and social purpose are driving consumer diamond jewelry demand.

3:00 p.m.–4:00 p.m. / Intermediate
AGTA Shares Its Love of Colored Gemstones and Pearls
John Ford, AGTA

AGTA President Kimberly Collins and CEO John W. Ford, Sr. will be joined by Erica Courtney and Josh Israileff, RS, for a panel discussion on romancing the sale, buying, and trends in colored gemstones and pearls.

Wednesday, May 3

12:00 p.m.–1:00 p.m. / Advanced
I Know My Colored Gems Are “Ethical” but How Can I Prove It?
Jenna White, The Colorado School of Mines

The standards that have been developed related to environmental, social, and governance (ESG) and responsible sourcing for diamonds and precious metals are not suitable for the colored gemstone industry. Approximately 80% of colored gemstones are produced via artisanal and small-scale mining (ASM); the contexts in which this mining occurs have much more ESG variability than other jewelry inputs.

The best way to influence how colored gems are measured on ESG criteria is to define it from the ground up based on existing best practices. This discussion will present the urgent case for developing a set of best practices.

12:00 p.m.–1:00 p.m. / Intermediate
Live Marketing/Growth Workshop for Your Store
Bryan Cockerham, Punchmark

Join Bryan Cockerham, Director of Growth Strategy for Punchmark, in his interactive marketing workshop, where he will analyze your store’s strong points and share ideas that will help you grow your digital presence.

Bring your marketing goals, share what has worked (and what hasn’t worked), and walk away with real-time, customized, relevant ideas for your store. You’ll also hear case studies about other successful retailers, with some ahead-of-the-curve marketing campaigns that will be as entertaining as they are informative.

3:00 p.m.–4:00 p.m. / Advanced
The Importance of Branding & Finding Consistency During Volatility
Gus Garcia, Bottom Line Marketing

Join Gus for an interactive session full of captivating videos and imagery. Take a deep dive into learning about the importance of consistent branding across all marketing channels—social, digital, and traditional—as well as your in-store and website experience. Consistency is key during volatile times, and consistency in your branding is crucial to your success as an independent retailer. Make sure you stay in front of the right people, with the right message, at all times!