Visual Quest: How Jewelers Are Networking With Pinterest, Tumblr, and Instagram

Retailers are cultivating fans, followers, and clients worldwide with these free websites that turn photos into social media starsNowadays, about 60 percent of Liz Zusev’s online sales come from out of state—a phenomenon she can only attribute to active use of photo-intense social networking websites. The social media director of Somewhere in Time Fine ­Jewelry in Carlsbad, Calif., relies on both Pinterest, a virtual bulletin board, and Tumblr, a micro-blogging site, to connect with customers both old and new.Thousands of people see the images of antique jewels she posts a few times a week, and she’s even sold a few items. In early March, a 14k white gold filigree and amethyst ring went to a buyer in Kentucky, and later that month, an Art Nouveau dragon brooch with an opal center sold to a woman in Maryland. Both customers were new, and the images “got a ton of views on both sit

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