In some ways, social media seems tailor-made for jewelry marketing. Retailers can create and cultivate their brands with the help of dazzling images and edgy or elegant film clips using platforms such as Instagram and TikTok, both of which have cemented themselves as digital destinations for all kinds of sellers. For jewelry retailers searching for a way to cut through the clutter and connect with customers on a more meaningful level, however, a surprising tech platform is emerging as a key digital channel for engaging viewers: YouTube. A geriatric in technological terms, YouTube debuted back in the relative dark ages of 2005—two years before the l