॥न रत्नम् अन्विष्यति मृग्यते हि तत्॥
|ṁa ratnam anviṣyati mṛgyate hi tat||
A precious stone does not run around the marketplace canvassing its own sale.. Wherever it is, it would be sought after by the genuine seekers.
This statement occurs in the great Mahakavyam of Kalidasa, "Kumarasambhava"
Uma is seen doing penance and undergoing severe austerities to get Shankara as her husband
Once the lord visits her in her hermitage, and seeing austerities observed by such a rich, attractive and accomplished her, He is just wondering why she was subjecting herself to such penance..
He goes on to say that for a girl of her beauty and status, eminent suitors would throng around he fathers abode, and it was meaningless to do penance..
A precious Gem need not canvas for itself..
Elsewhere we find
यस्य नैसर्गिकी शोभा तन्न संस्कारमर्हति।
कः कलाम् शशिनो मार्ष्टि कौस्तुभः केन रज्यते॥
yasya naisargikī śobhā tanna saṁskāramarhati|
kaḥ kalām śaśino mārṣṭi kaustubhaḥ kena rajyate||।
an object which has inherent lustre (greatness) will not require further embellishments to make it presentable or marketable. nobody travels to moon to clean its surface, nor anyone ever tries to polish the Kaustuba gem adorning the bosom of Krishna.
I think the modern marketing pundits and many activists in Social Media will not entirely agree.
Window dressing and packaging are part of their promotion drives...
they will better try to polish a metallic piece to such perfection that it sells in the market as lunar crescent
with a grinding stone and a more grinding tongue they may market a pebble as the original Gem Kaustubham
also make people believe that Krishna in his austerity drive has already sent his prime gem for auction