The Smart Lab: The Benefits of Live Shopping Events

ColumnistsJan 25, 2022

The Smart Lab: The Benefits of Live Shopping Events

Emmanuel Raheb lists four reasons to host one, starting with live shopping lets small jewelry stores compete with larger companies.

Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at
Even if you’ve never heard of “live shopping” before, you’ve probably experienced a version of it.  

Remember all those home shopping channels where the host promotes an item live on TV and encourages you to buy? Of course you do. 

Even after decades, channels such as HSN (formerly known as the Home Shopping Network, which has been around since the early 1980s) and QVC, which also launched in the ‘80s, are still going strong. 

Live shopping, more accurately known today as live-stream shopping, is the next evolution of this remarkable marketing method and it’s now happening on Facebook, Instagram, TikTok and even directly on websites. It brings the convenience of shopping from home into modern times.  

The signature benefit of live shopping is that the special offer remains only valid during the promotion period on the stream. This creates not only a sense of urgency with the audience, but a sense of excitement. If marketed correctly, live shopping can become an event in and of itself.  

With live shopping, people can ask questions, leave comments, and even call in to speak with you.  

Jewelry sales are made in real time and once the stream is over, the deal has expired. It’s interactive and fun.

 Related stories will be right here … 

The live shopping business model has proven extremely popular in China and other parts of Asia, with some companies making live shopping their entire business.

These companies have no physical stores, and some don’t even hold physical inventory. Their whole approach is to sell direct to their audience through live shopping. 

Here are some of the top benefits of adding live shopping to your digital marketing strategy.

1. It provides an engaging experience. It lets smaller jewelry stores compete against much larger companies, big fashion brands, and other online-only or traditional "brick-and-mortar" businesses.

2. It can quickly generate jewelry sales. Live shopping gives the jeweler the ability to quickly clear slow-moving inventory and overstock, while giving the customer a great deal. Everyone loves a special offer when there’s limited supply.

3. Live shopping builds your jewelry store’s brand awareness, as it becomes another reason for people to pay attention to your store. 

People love live events because they’re unscripted and you never know what’s going to happen. Combine this with a great deal shown only to your live shopping viewers and you have huge potential. 

There’s no better or faster way to build your jewelry store’s brand than to be in front of your audience for 30 to 60 minutes or more. It reinforces your value as a local, trusted jeweler and they’ll remember you.

4. It’s the antidote to COVID shutdowns. With the pandemic still raging and waves of closures happening, a live shopping event can’t be canceled by COVID. 

Selling through live shopping is something a staff of one or two people can do safely in your store and it’s a great alternative to selling in-person. 

Remember: Although homebound, many customers still have money to spend and are looking to “reward themselves” with something nice. Live shopping gives you a chance to reach this captive audience and sell your jewelry.
In conclusion, live shopping brings the experience of shopping at the store direct to people’s homes. 

People like to do business with companies they like, know, and trust. A live shopping event welcomes people into your jewelry store and they can get to know you while you learn more about them. How powerful is that?

Of course, people will still shop through your website; it’s expected. 

But how many jewelry store owners do you know who host live shopping events? The answer is, not many. Live shopping is the perfect way for you to differentiate yourself from every other jeweler in town.

Live shopping is still in its infancy and not everyone knows about it or has the dedication to make it a priority. If you need any help setting up your live shopping event, contact us. We’re here to help you succeed.  

By starting early, you can get a jump over your competition and make your jewelry business soar.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

WatchesMay 23, 2022
Steven Kaiser, Watch Industry Veteran and Beloved Mentor, Dies at 68

Kaiser, whose illustrious career spanned decades, died suddenly on Friday.

IndependentsMay 23, 2022
Long’s Jewelers to Open New Location

The family-owned jeweler is relocating its Braintree, Massachusetts, store to a new space.

IndependentsMay 23, 2022
Luxury Goods Veteran Olivier Stip Joins Chicago Jeweler CD Peacock

He will step into the retailer’s newly created role of chief development officer.

Brought to you by
Dive into GIA’s Pearl Expertise

When it comes to knowing the identity and quality of your pearls, count on GIA as your independent pearl experts.

GradingMay 23, 2022
Gem-A Launches Digital Entry-Level Gemology Course

GemIntro is meant to give a broad introduction to gems and gemology.

Weekly QuizMay 19, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Recorded WebinarsMay 20, 2022
Watch: Responsible Sourcing and the Gold Supply Chain

Three industry experts discuss “recycled” gold vs. mined, their challenges and benefits, and how jewelers can navigate the area.

FinancialsMay 20, 2022
Richemont’s 2022 Jewelry Sales in the Americas Nearly Double

Cartier, Van Cleef & Arpels, and Buccellati put on stellar performances.

Brought to you by
A.I. Grading is Changing Conversations at the Retail Counter

Advanced technology levels the playing field, helping jewelers give customers what they want.

AuctionsMay 20, 2022
Piece of the Week: ‘Birds in Flight’ by Oscar Heyman

The New York jeweler made this incredible, colorful Art Deco bracelet featuring tropical birds in 1927.

SurveysMay 19, 2022
5 Predictions for Jewelry Retail in the Second Half of 2022

From a slowdown in sales growth to rising costs, Fruchtman Marketing outlines its expectations for the second half of the year.

MajorsMay 19, 2022
As It Nears 75, Here’s How Grandview Klein Stays Competitive

Once a part of Julius Klein Group, the diamond company combines its direct supply and cutting expertise with a keen eye to the future.

SourcingMay 19, 2022
De Beers’ Rough Sales Up 21% So Far This Year

One analyst cited rising diamond prices and the sanctions on Alrosa as contributing factors.

CollectionsMay 19, 2022
Brilliant Earth Collaborates with Jade Trau

The two have partnered on a capsule collection.

MajorsMay 19, 2022
Jewelers Mutual Adds 2 Industry Veterans to Its Board

John A. Green of retailer Lux Bond & Green and Niveet Nagpal of Omi Privé have joined the board of directors as of May 18.

FinancialsMay 18, 2022
Watches of Switzerland’s Jewelry Sales More Than Doubled in Q4

The retailer also said demand for Rolex, Patek Philippe, and Audemars Piguet watches continues to exceed its supply.

AuctionsMay 18, 2022
Jewels from Bette Midler Are Headed to Bonhams

The auction house’s upcoming sale also includes collections from American heiresses.

IndependentsMay 18, 2022
Jeweler Lewis Baribault Celebrates 50th Work Anniversary

The Connecticut jeweler reflected on five decades in the industry and what the future holds for the family business.

Events & AwardsMay 18, 2022
Visit A Mine in New Jersey With WJA New York Metro

The chapter has organized a day trip to the Sterling Hill Mine and Museum in Ogdensburg on Saturday, May 21.

SourcingMay 17, 2022
A New Source in Tanzania Is Producing Cobalt-Blue Spinel

The stones come from a deposit close to Mahenge and have been on the market for several months.

SourcingMay 17, 2022
‘Pop’ the Question With Stephanie Gottlieb’s New Diamond Cut

The jewelry designer is partnering with popcorn brand Angie’s Boomchickapop on a whimsical diamond cut.

TechnologyMay 17, 2022
Virtual Diamond Boutique Uncorks the ‘Sales Genie’

The new app allows salespeople to quickly and easily access a lot of inventory.

Events & AwardsMay 17, 2022
‘Cartier and Islamic Art’ Exhibition Opens in Dallas

Following its Paris debut, “Cartier and Islamic Art: In Search of Modernity” has landed at the Dallas Museum of Art.

IndependentsMay 16, 2022
Mejuri Plans to Triple Its Store Count This Year

The fine jewelry brand expects to open 17 new locations, mostly in North America.

IndependentsMay 16, 2022
Karats Jewelers Plans Expansion Into 30,000-Square-Foot Store

The Kansas retailer is aiming for a fall 2023 opening.

MajorsMay 16, 2022
Pandora Announces Plans to Build Third Factory, First Outside Thailand

It will be located in Vietnam’s Binh Duong Province, and construction is slated to start early next year.

IndependentsMay 16, 2022
MJSA Has Released its 2022 Buyer’s Guide

It’s full of hundreds of contacts for jewelry-making supplies and services.

FinancialsMay 13, 2022
Brilliant Earth Reports Strong Q1 But Lowers 2022 Guidance

The company is feeling the impact of the uncertain geopolitical and macroeconomic environment, said CEO Beth Gerstein.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy