Not too long ago, In Detail magazine released an article about the effect of new Instagram-based digital PR and marketing strategies on jewellery retail. It's quite a good read.

For these next few articles, I'm going to examine the negative side-effects of many of these innovations, and what we as jewellery businesses can do about it to protect ourselves. I shall call this new series “The Dark Side of New Technology”. This first article will be about the side effects of social media marketing’s continuous growth.