Getting consumers to relate to your business is crucial to its success.  Beth and Eric, owners of Brilliant Earth, relay how they use Facebook to convey their personal story and mission statement and are building an online community driven by customer loyalty.

Beth Gerstein and Eric Grossberg developed the idea for a fair trade jewelry website while in business school at Stanford University.  Beth, recently engaged to her fiancé, Alex, had experienced the woes of finding a responsibly-sourced engagement ring while Eric found himself impassioned by the idea of ethical gemstones. Noting a niche in the jewelry market, Beth and Eric created Brilliant Earth, an online retailer of conflict-free, fine jewelry, and established their headquarters in San Francisco.

Insight #1: Observe ethical business practices.

Providing a service that appeals to the ethical consumer is a great way to differentiate yourself, especially when you are a jeweler competing for attention in a $60 billion industry.  In the hopes of redefining the jewelry industry’s social and gemstone standards, Brilliant Earth prides itself on a tailored shopping experience for jewelry-buyers with like-minded ethical standards.

Beth and Eric credit their accomplishments to the company’s mission statement.  Committed to providing eco-conscious jewelry, Brilliant Earth meets the values of many of today’s consumers, and those values are represented through each piece of jewelry it creates.

Insight #2: Make it personal.

“Designing jewelry is a very personal process,” explains Beth. “We’ve employed highly educated customer service representatives here in San Fran who care not only about fair trade stones, but also each client’s story.  We have made it possible for each customer to build a relationship with Brilliant Earth customer service representatives throughout the selection process. The friendship that our clients form with our representatives has been paramount to us better understanding our clients’ needs and, therefore, ensuring repeat business.”

“Outstanding, highly-personalized customer service is the hallmark of the Brilliant Earth shopping experience,” says Beth.  “Our approach to customer service is integral to our mission, as we believe that the ethical origin of fine jewelry is at its most precious when it truly reflects the values and needs of the individual customer.”

Insight #3: Create an interactive dialogue to develop a strong, supportive community.

As an online retailer, a strong presence in the social media marketplace is critical to Brilliant Earth’s success. Since its launch in 2005, the company has been utilizing Facebook and Twitter to foster an informed, interactive and supportive community for both customers and activists who are interested in conflict free jewelry.  Brilliant Earth joined Facebook early on, and encouraged its customers to support the Fan page.  The company began viral campaigns, like quizzes, which helped to further increase fan numbers.  “Our campaigns are fun, interactive and connect users to our mission and to our product, which is what has helped strengthen our user base,” said Eric.

“Facebook enables us to build a long-term relationship with our customers and Twitter is great for quick updates and outreach, like during CityVoter’s BayList contest,” said Eric. “Brilliant Earth is constantly delivering product updates and event info to its customers and we’ve found that we’ve developed a true community through our social media usage.”

Insight #4: Pay homage to your existing customers to sustain loyalty.

Brilliant Earth found its online Facebook community particularly important during CityVoter’s BayList competition.  Even though Brilliant Earth is an online retailer, it is headquartered in San Francisco and has turned to the company’s Facebook page to attract support from local residents.  As recent winners of CityVoter’s BayList, Brilliant Earth concentrated on mobilizing its current Facebook user base, rather than acquiring new fans for votes. To further reinforce brand loyalty and create a buzz about the contest, the company offered its fans the chance to win a recycled sterling silver pendant to encourage fans to vote.

Insight # 5: Work to understand your customers; they are your ultimate brand ambassadors and will help generate new loyal customers.

Customer engagement has been an effective way for Brilliant Earth to fully understand its target audience. When the company first began, its clientele were young professionals, but as Brilliant Earth and social media have grown, the company has broadened its reach. Additionally, over the years, the company has detected significant gains from its use of social media, noticing that the daily, online interactions between the company and its fan base remain an important and impactful form of marketing.

As Brilliant Earth continues to expand, Beth and Eric hope to continue engaging their customers in the day-to-day execution of the company’s mission. This has been, and will continue to be, the foundation of Brilliant Earth’s success.