To Speak Out, or Not to Speak Out?

(diamonds.net) - The killing of George Floyd at the hands of police in May and the subsequent protests split US society in a way that few other events have. While companies in all sectors have increasingly engaged in corporate activism in recent years, the latest debate over race has prompted countless brands to weigh in on the issue. Yet for jewelers, it’s not so simple. They have seen how even the biggest, most publicity-trained luxury brands have suffered a backlash on social media for their statements on this sensitive topic. Instagram users have called companies out for being hypocritical, or claimed they were taking advantage of the situation for commercial gain. Some jewelers associate the Black Lives Matter movement with the looting spree that followed Floyd’s death. They might support the anti-racism movement, but social media doesn’t give them time to explain their more nuanced approaches. And independent retailers, often well-known and admired institutions within communities, have feared alienating customers who don’t share their views. So is it better to keep quiet?