ColumnistsSep 08, 2021
The Smart Lab: 5 Reasons Why You Need a Digital Marketing StrategyColumnistsOct 05, 2021
The Smart Lab: 7 Ways Social Media Impacts Your Jewelry Business
Columnist Emmanuel Raheb outlines the benefits of what he says is one of the most important channels in digital marketing.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Social media has totally transformed the jewelry business. It’s become one of the most important channels in digital marketing.
Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.
You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.
Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.
1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.
You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.
You can publicize store events or run special promotions.
Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.
2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.
If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.
Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.
3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.
Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.
This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.
Related stories will be right here …
Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.
You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.
Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.
1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.
You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.
You can publicize store events or run special promotions.
Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.
2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.
If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.
Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.
3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.
Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.
This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.
4. Engage With Your Audience
Social media allows you to interact with your audience on a deep and personal level. They can like, comment and share your posts, as well as ask any jewelry-related questions they might have.
You get to see who your audience is and can tailor your content directly to what they’re interested in. You learn about them as they learn about you.
5. Boost Your Brand Loyalty
People buy from businesses they know, like and trust.
To win in the jewelry business you must stay relevant and remain top-of-mind when the time comes for someone to purchase a gift or buy an engagement ring.
Social media gives you the opportunity to always remain in front of your audience. And when the time comes to buy, they’ll remember you! That’s brand loyalty.
6. Track Your Competitors
Social media is also a window into your competitors’ business strategies.
Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?
Use this competitor intelligence to grow your business, as these are all clues to their success.
7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.
Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.
Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.
You have the perfect focus group with social media; they’ll tell you exactly what they want.
Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.
Social media is also a window into your competitors’ business strategies.
Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?
Use this competitor intelligence to grow your business, as these are all clues to their success.
7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.
Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.
Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.
You have the perfect focus group with social media; they’ll tell you exactly what they want.
Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.
More on Columnists
The Latest
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
