Jewelry By Design’s Jenny Caro Is Bringing Jewelers Into the Digital Age

Jenny Caro wants to help jewelers compete with Blue Nile, one seminar at a timeJewelry By Design’s Jenny Caro knows that implementing change can feel impossible for small business owners. “The truth is, when we all get home from the great seminars and events we go to, we’re ­inundated with the reality of how to implement what we’ve learned,” she says. “And after two weeks, we’ve forgotten 90 percent of it”—particularly when it comes to online and digital sales. To try to even the playing field, and compete with diamond retailer Blue Nile and other online powerhouses, the Woodbridge, Va., retailer hosted a two-day digital marketing training event in July through her buying group, Leading Jewelers Guild. Its mission was down and dirty: provide hands-on digital education to the people in the store that actually do the online marketing and social media—typically not the

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