Grow Your Jewelry Business: Promoting Your Jewelry Online with Vine

You can be the world's best metalsmith but the world might never know without proper promotion. Thanks to the Internet, there are dozens and probably even hundreds of ways for jewelers to market themselves and their work, and it's hard to keep it all straight. Here's an intro to one that has been in the news lately, Vine, from Lapidary Journal Jewelry Artist contributor Cathleen McCarthy.

4 Ways to Use Vine for Jewelry
by Cathleen McCarthy

If you've been using Instagram, will seem pretty familiar. Launched early this year, the free Vine app lets you easily make six-second videos, put them into an endless loop, and then post them on Twitter or Facebook. Here are a few ways to use that six seconds to show off your jewelry.

1. One long-shot loop (if you can call six seconds "long"). A Vine video automatically starts over where it began and won't stop until the viewer clicks off. You can take advantage of that by ending the shot as close as possible to where you began, so it loops gracefully. Some jewelers have figured out how to do this so well, I forget for a moment that I'm watching a looped video – and that's the point.

But it's not just that. Even a brief flash of video is a valid way to show something in a jewel that we can't get through a still shot. What works for the one-shot loop? A pan can work, but don't try to do a 360° pan in six seconds unless you want to make both yourself and the viewer extremely dizzy.

More effective: hold the camera steady and turn the jewelry itself. You won't get a high-quality video indoors, but you'll give an immediate impression of scale and play of light, especially with gemstones with play of light that escapes still photos.

The trick is to keep the camera relatively steady so when you finish turning the jewel, the loop picks up where you left off. Dan Gordon of Gordon Jewelers in Oklahoma City posted some Vine videos of diamonds just weeks after Vine launched. Here's a video he made in February to show the sparkle of a pear-shape diamond. Notice he ends so close to where he begins that you can't tell at first the video is looping. By March, he had discovered how to hold the gem with tweezers and turn it so it appears to spin endlessly. He did this with a black diamond, among other things.

Read on for the next three, "five angles in six seconds," "split-second quickie slideshow," and "mini event promo."




Now that you've got a little more info on a way to promote yourself and your jewelry designs online, make sure your designs are topnotch. The expert jewelry projects, tips, and techniques you'll get in each issue of Lapidary Journal Jewelry Artist are sure to expand your knowledge and improve your work, and for a limited time, you can get the HUGE Lapidary Journal Jewelry Artist Ultimate Digital Collection that includes every LJJA issue since 2003! That's a LOT of expertise and inspiration–including more from Cathleen.

About the author: Cathleen McCarthy is a freelance writer whose stories appear in Town & Country, AmericanStyle, Art & Antiques, and her own site, The Jewelry Loupe. Follow her on Facebook and Twitter.

NET PROFITS is a regular feature about using the Internet for jewelry selling of special interest to those with a home-based jewelry business that appears in Lapidary Journal Jewelry Artist. Learn more about using Vine to show off your gems and jewelry in "On the Vine," July 2013.

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