ColumnistsOct 12, 2022
The Smart Lab: Why Your Jewelry Business Needs a Shopify WebsiteColumnistsJan 04, 2023
The Smart Lab: These Will Be the Big Digital Marketing Trends in 2023
Live chat, influencers and video are just a few of the elements that need to be part of your digital marketing plan, Emmanuel Raheb writes.
Real-time messaging is No. 2 on Emmanuel Raheb’s list of the five biggest digital marketing trends of 2023. Whether it’s via SMS or live chat, retailers need to have a way to respond to consumers’ questions immediately, he writes.
Change in the jewelry business is constant and inevitable.
Today’s hot new digital marketing strategy can become obsolete by tomorrow.
The pandemic forced rapid evolution across industries. What would have taken decades in the past has happened within a few short years.
The marketing rules have fundamentally changed and to continue to be successful, you need to adapt and grow.
Here are the top digital marketing trends you should be aware of in 2023.
1) Outsourcing Digital Marketing Will Be a Needed Change
With old social media platforms dying and fresh ones taking their place, it’s hard to keep up with every new development.
Algorithms change constantly, and content that was popular in the past may get little traction when posted now.
New types of advertising are always being created by Google, Facebook, and Instagram, with each one becoming more aggressive as they compete for your marketing dollars. You could easily waste your marketing budget on ads that are ineffective.
The most successful jewelers stick to what they know best—selling jewelry! They leave the challenges and difficulties of digital marketing to the experts, outsourcing whenever possible.
2) Real-Time Messaging Will Play an Important Role
Consumers (especially those people under 30) live in an age of instant gratification. If they have a question, they want an answer now; they won’t wait.
Mobile phones and the internet have made everything quickly accessible at our fingertips and have trained consumers to expect an immediate response.
Having live chat (or SMS texting) available on your website is an absolute must.
The effectiveness of real-time messaging will only grow over time as more people contact you this way.
Also, you want to make sure that your jewelry store’s phone number is visible on all key areas of your website. Most younger customers will prefer to message you, but some will call.
Any method that a consumer wants to use should be available. With your competition only a click away, doesn’t it make sense to be the jeweler the customer contacts first?
Today’s hot new digital marketing strategy can become obsolete by tomorrow.
The pandemic forced rapid evolution across industries. What would have taken decades in the past has happened within a few short years.
The marketing rules have fundamentally changed and to continue to be successful, you need to adapt and grow.
Here are the top digital marketing trends you should be aware of in 2023.
1) Outsourcing Digital Marketing Will Be a Needed Change
With old social media platforms dying and fresh ones taking their place, it’s hard to keep up with every new development.
Algorithms change constantly, and content that was popular in the past may get little traction when posted now.
New types of advertising are always being created by Google, Facebook, and Instagram, with each one becoming more aggressive as they compete for your marketing dollars. You could easily waste your marketing budget on ads that are ineffective.
The most successful jewelers stick to what they know best—selling jewelry! They leave the challenges and difficulties of digital marketing to the experts, outsourcing whenever possible.
2) Real-Time Messaging Will Play an Important Role
Consumers (especially those people under 30) live in an age of instant gratification. If they have a question, they want an answer now; they won’t wait.
Mobile phones and the internet have made everything quickly accessible at our fingertips and have trained consumers to expect an immediate response.
Having live chat (or SMS texting) available on your website is an absolute must.
The effectiveness of real-time messaging will only grow over time as more people contact you this way.
Also, you want to make sure that your jewelry store’s phone number is visible on all key areas of your website. Most younger customers will prefer to message you, but some will call.
Any method that a consumer wants to use should be available. With your competition only a click away, doesn’t it make sense to be the jeweler the customer contacts first?
3) Influencer Marketing Will Continue to Grow
There are millions of influencers out there today. A few years ago, there were just thousands.
Everyone is competing for the same eyeballs, and those influencers with the biggest followings will garner the most attention. You need to know which influencers interest your audience the most!
Investigate your audience. Look at who follows you and take notice of who they follow. You can learn a lot about your customers when you dig a little into the details to see who’s “influencing” them.
As traditional media continues to fragment and go out of business, the importance of influencer marketing will only continue to grow.
4) Video Content Will Play a Greater Role
You may have noticed much more video content in your Instagram and TikTok feeds. That’s because videos have been given priority in the algorithms.
Posting photos is out and posting videos is in.
Video content is much more engaging; it’s what keeps people on the site longer. This means more dwell time and more eyeballs to sell advertising space to.
As competition increases, you can expect videos to be the predominant media promoted online.
5) Social Responsibility Will Be a Deciding Factor
Values change over time. What was important to one generation isn’t important to another.
In the past, people may have wanted the cheapest price for an item, but now are willing to pay just a little bit more if it means having a clear conscience and making them feel good about their purchase.
Issues such as responsible mining practices and “blood diamonds” are part of the decision-making process for many consumers.
To them, social responsibility and living up to their values is more important than saving money. It’s part of who they are and how they define themselves.
Offering a choice and carrying jewelry that is socially responsible can help you not only attract new customers but also build your brand equity.
Your jewelry store benefits from the goodwill of being a caring and responsible business with values. Good deeds pay unexpected dividends.
With 2022 ending and the new year set to begin, consider these five trends as you plan your digital marketing for 2023.
The most successful jewelers learn from their past, but always keep an eye on the future. They not only anticipate what changes may impact their sales but embrace them.
The trend train is meant to be ridden and to succeed you need to be firmly in the driver’s seat.
The most successful jewelers learn from their past, but always keep an eye on the future. They not only anticipate what changes may impact their sales but embrace them.
The trend train is meant to be ridden and to succeed you need to be firmly in the driver’s seat.
More on Columnists
The Latest
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
