Baltimore Jeweler Beating Ravens to 1 Million Fans on Facebook

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Leveraging the DiamondFans facebook page to reach new customers

This page, much like social media, is not about pushing deals in people's faces, like any other medium, it’s all about establishing trust and communicating with people, and then the business comes.

Barring a late 4th quarter drive, local Baltimore jeweler Ron Samuelson will beat the Ravens to 1 million fans. With 998,785 fans, Samuelson’s page DiamondFans is on pace to break 1 million fans before New Years.

Ron Samuelson started the DiamondFans page three and a half years ago to build a worldwide network for those who like diamonds. Just over a year ago, DiamondFans had passed 500,000 fans and was the most popular page based in Baltimore. Recently, Under Armour has claimed this title with over 1.1 million fans according to Allfacebook.com. Last Year, Samuelson stated in an interview with the Baltimore Sun “it is just so incredible…here we are on Baltimore Street and we have the largest Jewelry page on Facebook.”

Samuelson’s Diamonds has used DiamondFans to break through the clutter of the social media space. In the current social landscape, reaching 1 million fans is something that only 3,129 pages have been able to achieve, with many of them being international celebrities or brands.

Samuelson and his team update the page regularly, providing followers with photos, news, facts and trends about the diamond industry. They occasionally poll fans for insights about their current preferences, helping predict future trends and tastes. Samuelson not only communicates and establishes relationships with fans but has used the page to provide followers with deals and other sources of valuable diamond information.

Local competitors are a far cry from reaching such a milestone. J. Brown Jewelers has 488 fans while Smyth Jewelers boasts 1,576. National jewelry powerhouses such as Zales (435,676 fans) and Blue Nile (117,761 fans) still have a way to go before catching up to a page built by a comparatively small family-owned diamond dealer. Other local Baltimore fanpages, such as the Baltimore Ravens and the Baltimore Orioles, have 801,116 and 320,000 fans respectively.

“This page, much like social media, is not about pushing deals in people's faces,” Samuelson said. “Like any other medium, it’s all about establishing trust and communicating with people, and then the business comes.”

Samuelson's Diamonds is a brick-and-mortar diamond dealer and retailer located in downtown Baltimore since 1922. Samuelson’s Diamonds carries loose diamonds, engagement rings, earrings, bridal and watches. For more information please contact Samuelson's Diamonds Director of Marketing, Dave Levin, at (301) 718-4428, (202) 345-0082 or david(dot)levin(at)baltimorediamonds(dot)com

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