When it comes to using social media to share expressions of love, Signet’s accessible luxury jewelry brand Jared has it covered.

Jared, a Signet Jewelers’ banner that caters to customers who want to express their love and emotions with diamond and fine jewelry, has more than 200 stores across the U.S. and Jared.com and specializes in engagement and bridal jewelry, gifts for all occasions, timepieces, and men’s and women’s fashion. Signet is a Women in Retail Leadership Circle (WIRLC) corporate partner.

Over the past few years, Jared has been ramping up its employee-based social media program, which is open to all Jared employees and  designed to showcase Jared’s beautiful jewelry in unique ways to ultimately drive incremental sales.

“It is also a great way to build rapport within our communities and strengthen our partnerships with our brand partners,” said Melissa McNichols, Jared’s employee social media coordinator, who spearheads the program.

Here is how it works: Jared Brand Ambassadors add a link to their work-created pages on social platforms such as Facebook, Instagram, Twitter, LinkedIn, TikTok or Pinterest, and when the link is clicked, it takes end users to that employee’s personal storefront. Here, employees highlight their favorite pieces in real time and consumers can purchase the items from the link. The Ambassador then sends the customer — who purchased an item — a follow-up email along with the link to their personalized visual wish list so the customer can shop at their convenience. Jared’s corporate social pages can also re-share this content to Instagram stories or the Instagram feed.

A recent piece of content that Melissa shared was around a toggle heart diamond pendant from Jared partner Shy Creation. This exclusive piece was the top-selling piece of jewelry leading up to Mother’s Day. 

“This toggle heart necklace was a huge focus for the Jared banner and the Shy Creation brand and we were able to amplify their message through our social platforms,” McNichols said.

The Brand Ambassadors program, which is open to all, is tiered; When Brand Ambassadors join, they are called “Apprentices”. This level is where the Ambassador is not yet a content creator but does participate in re-sharing out content that was previously created. When the Ambassador has more than 300 followers on their personal work social platform pages, they are called “Makers” and can create stores and share their content. “Masters”, who have a following of more than 500 people on their personal work social platform pages, can participate in live shows, help to train additional Jared Brand Ambassadors, create content for vendor campaigns, and more. 

“The Jared Brand Ambassador program is important because we want to ensure we are empowering and developing the employees’ creative talent,”  McNichols said. “In the Jared Brand Ambassador program, we shift the perspective of social media from elevated images on a screen to leveraging our consumer insights and utilizing that to drive incremental sales for the company.”

Profiles are created and set up in alignment with Jared’s social media policy, and all content is also uploaded to ShareVerse, an internal social platform that houses content to be re-shared by the team. Employees can use this if they are not comfortable creating their own content or if their team is busy during a peak season.

What’s more, Jared Brand Ambassadors participate in biweekly training programs, where they discuss trends and contact needs and review top-performing content. “Training is based on behaviors, not tactics, which we believe generates more thoughtful and strategically produced content,” McNichols said.

The program has been a rousing success. Currently there are 245 ambassadors, 1,500 pieces of content have been created, and the program has made over six figures so far this year.

The program certainly aligns with Jared’ mission — the more love is shared and displayed, the more there is in the world, and the better the world is for all of us.