ColumnistsFeb 12, 2025
Peter Smith: 9 Store Manager Archetypes ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on Pinterest
Pinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
As a visual search engine, Pinterest is a gold mine for jewelry brands that want to get noticed, capture new customers and grow their sales.
With its rich, image-focused interface, Pinterest serves not only as just another digital platform, but also a place where many people start their shopping journey by getting ideas and saving their favorite jewelry styles.
By fine-tuning your strategy, you can transform your digital marketing to capture the customer’s eye as well as their imagination.
Here are five ways to improve and grow your Pinterest channel.
1. Fine-Tune Your Profile for Maximum Impact
Make sure your Pinterest profile is optimized for discovery and engagement.
Use a high-quality logo with the dimensions of 165 x 165 pixels.
When uploading your logo, it’s important to ensure the image remains clear and recognizable even at this relatively small size, as it’s displayed on your profile page and might appear even smaller in other sections of the platform, such as comments or pins.
Remember, Pinterest displays your profile picture as a circle, so make sure nothing is cut off within the circular crop.
Also, your page description should be keyword-optimized and packed with search terms such as “luxury jewelry” or “custom engagement rings” to improve your SEO and draw in the right audience.
Always be sure include your website’s link near the top of your description (before the cutoff) to make it easy for customers so they don’t have to search.
2. Create Pins That Captivate and Convert
Your pins should not only capture attention but also drive action.
Use high-quality, professional photos that highlight the unique details of your jewelry, like close-ups on the intricate setting of a diamond ring or adding extra light to enhance the vibrant color of gemstone earrings.
With each image, include compelling descriptions and clear calls to action, such as “Explore Our Collection” or “Discover Your Favorite Style.”
This approach not only draws attention, but also piques curiosity and encourages pinners to engage with you. Make every pin share-worthy.
With its rich, image-focused interface, Pinterest serves not only as just another digital platform, but also a place where many people start their shopping journey by getting ideas and saving their favorite jewelry styles.
By fine-tuning your strategy, you can transform your digital marketing to capture the customer’s eye as well as their imagination.
Here are five ways to improve and grow your Pinterest channel.
1. Fine-Tune Your Profile for Maximum Impact
Make sure your Pinterest profile is optimized for discovery and engagement.
Use a high-quality logo with the dimensions of 165 x 165 pixels.
When uploading your logo, it’s important to ensure the image remains clear and recognizable even at this relatively small size, as it’s displayed on your profile page and might appear even smaller in other sections of the platform, such as comments or pins.
Remember, Pinterest displays your profile picture as a circle, so make sure nothing is cut off within the circular crop.
Also, your page description should be keyword-optimized and packed with search terms such as “luxury jewelry” or “custom engagement rings” to improve your SEO and draw in the right audience.
Always be sure include your website’s link near the top of your description (before the cutoff) to make it easy for customers so they don’t have to search.
2. Create Pins That Captivate and Convert
Your pins should not only capture attention but also drive action.
Use high-quality, professional photos that highlight the unique details of your jewelry, like close-ups on the intricate setting of a diamond ring or adding extra light to enhance the vibrant color of gemstone earrings.
With each image, include compelling descriptions and clear calls to action, such as “Explore Our Collection” or “Discover Your Favorite Style.”
This approach not only draws attention, but also piques curiosity and encourages pinners to engage with you. Make every pin share-worthy.
3. Implement Rich Pins to Increase Conversions
Rich pins are invaluable because they automatically update your pins with information from your website, such as product descriptions, price changes or product availability.
Whenever you make a change, Pinterest changes.
For example, if you’re selling an exclusive diamond bracelet and it goes on sale, the rich pin will update this information in real time, ensuring your potential customers can make a buying decision immediately and have the most current data without ever leaving Pinterest.
Go from channel to check-out in just one click.
4. Diversify Your Boards to Capture Different Customers
Segment your Pinterest boards to cater to various customer preferences and upcoming occasions.
For example, create boards such as “Engagement Ring Ideas,” “Jewelry Gifts For Valentine’s Day” or “Trending Styles.”
Each board should target a different demographic or style preference, like a board dedicated to
“Sustainable Jewelry” featuring “eco-friendly” pieces that attract environmentally conscious consumers.
The possibilities are endless depending on how creative you are and how deep you want to go.
This strategy organizes your jewelry by theme and showcases the diversity of your merchandise, appealing to many different types of customers.
5. Leverage Pinterest Ads to Reach New Audiences
Take full advantage of Pinterest’s advertising capabilities to ensure your most compelling pins reach beyond your current followers.
Targeting options allow you to refine who sees your ads based on their interests, search behaviors, and previous interactions with your page.
For example, if you’re promoting a Mother’s Day jewelry collection, you can use Pinterest ads to target users who are searching for Mother’s Day gifts, engaging with similar content, or have previously shown interest in related styles.
This targeted approach puts your pins directly in front of people who are most likely to purchase and turbocharges your reach.
In summary, treat Pinterest as your stage and make sure every pin spotlights the uniqueness and beauty of your jewelry brand. You have the potential to capture a global audience, turning aspirational browsing into actual sales.
With the right marketing strategy in place, you’re only one good pin away from your next customer.
More on Columnists
The Latest
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
Weekly QuizAug 22, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes OffThe New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, RobbedThe latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster RestorationThe new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ ChallengeParticipants who attend any three Rings of Strength events will be awarded a special medal.
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner LucapaThe investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.
CrimeAug 19, 2025
Customs Seizes 7,300 Pairs of Fake ‘Alhambra’ EarringsThe counterfeit Van Cleef & Arpels jewels would have been worth more than $30 million if genuine.
MajorsAug 19, 2025
MJSA Apprenticeship Program Is Nationally RecognizedThe MJSA Mentor & Apprenticeship Program received the Registered Apprenticeship Program designation by the U.S. Department of Labor.
WatchesAug 19, 2025
Casio America Names New Timepiece Division ManagerCasio executive and watch enthusiast Masaki Obu is the new general manager of its U.S. timepiece division.
MajorsAug 18, 2025
Verragio’s Michael Barabash, a ‘Kind Soul,’ Dies at 58Barabash, Verragio’s client relations representative, was a vital member of the team and is remembered as being warm and full of life.
CollectionsAug 18, 2025
John Hardy’s New ‘Dot’ Collection Is on PointOriginally introduced in 1992, the “Dot” collection is back with a capsule featuring five archival designs and three new creations.
Events & AwardsAug 18, 2025
IJO Announces 2025 Vendor of the YearAllison-Kaufman has received the honor for the fourth year in a row.
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
