SurveysFeb 01, 2022
Valentine’s Day Jewelry Sales to Hit Record High, Says NRFColumnistsFeb 03, 2022
The Smart Lab: 7 Engaging Instagram Content Ideas for Valentine’s Day
Jewelry sales are expected to soar for the holiday, presenting a tremendous opportunity for jewelers, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Valentine’s Day, first celebrated in the year 496 AD as a Christian day of feasting, became associated with love during the 1400s, evolving over millennia into the holiday we know today.
The myth of Cupid’s arrow and the ritual of giving flowers, sending cards, unboxing chocolates, and gifting jewelry have continued to endure. Just like a couple’s love, the importance of Valentine’s Day has grown over time.
According to a recent survey by Statista, total spending on Valentine’s Day this year will reach $18.2 billion, which people plan to spend on gifts across all categories (jewelry, roses, chocolates, greeting cards, a nice evening out, etc.).
The survey also noted that $5.8 billion of that spending will be jewelry-related, with diamond jewelry being favored.
The National Retail Federation released a similarly rosy forecast: $23.9 billion in total spending, with $6.2 billion spent on jewelry.
With numbers like these, Valentine’s Day 2022 should make every jeweler’s heart flutter. What a tremendous opportunity!
Here are seven engaging Instagram content ideas to grow your Valentine’s Day jewelry sales during this special time.
1. Share love stories.
Create a personal connection and invite your audience to share their own personal love stories. What makes their loved one so special and unique? People love telling their story and reading about other people’s stories. It really helps and shows how much you care.
2. Host a Valentine’s Day giveaway.
Surprise your audience with a special Valentine’s Day giveaway. Select your most popular jewelry styles and give people a chance to win one of them. But be careful—don’t skimp on the prize. Make it exciting. Everyone loves a good contest, especially when the prize is tempting.
Also, get creative! For example, ask everyone to tag the person they believe has the biggest heart or has done something special in their life or community. What personal obstacles have they overcome?
Anything related to love, family or community will work. Think outside the box and make it happen!
Related stories will be right here …
The myth of Cupid’s arrow and the ritual of giving flowers, sending cards, unboxing chocolates, and gifting jewelry have continued to endure. Just like a couple’s love, the importance of Valentine’s Day has grown over time.
According to a recent survey by Statista, total spending on Valentine’s Day this year will reach $18.2 billion, which people plan to spend on gifts across all categories (jewelry, roses, chocolates, greeting cards, a nice evening out, etc.).
The survey also noted that $5.8 billion of that spending will be jewelry-related, with diamond jewelry being favored.
The National Retail Federation released a similarly rosy forecast: $23.9 billion in total spending, with $6.2 billion spent on jewelry.
With numbers like these, Valentine’s Day 2022 should make every jeweler’s heart flutter. What a tremendous opportunity!
Here are seven engaging Instagram content ideas to grow your Valentine’s Day jewelry sales during this special time.
1. Share love stories.
Create a personal connection and invite your audience to share their own personal love stories. What makes their loved one so special and unique? People love telling their story and reading about other people’s stories. It really helps and shows how much you care.
2. Host a Valentine’s Day giveaway.
Surprise your audience with a special Valentine’s Day giveaway. Select your most popular jewelry styles and give people a chance to win one of them. But be careful—don’t skimp on the prize. Make it exciting. Everyone loves a good contest, especially when the prize is tempting.
Also, get creative! For example, ask everyone to tag the person they believe has the biggest heart or has done something special in their life or community. What personal obstacles have they overcome?
Anything related to love, family or community will work. Think outside the box and make it happen!
3. Create your own hashtag.
You always want to use the top hashtags on your Instagram posts, but why not create your own?
Ask your audience to submit photos with their favorite jewelry styles and tag them with your unique hashtag. Display it prominently on your showcase counter and publicize it in all your marketing.
Having your own special hashtag is a fun and exciting way for people to search your jewelry styles on Instagram.
4. Show your craftsmanship.
A great way to bond with your audience is to peel back the curtain and show how your jewelry is made. This is perfect if your jewelry store specializes in custom design as it allows you to highlight your best work. There’s no better sales tool than a unique, custom jewelry piece you’re extremely proud of. People are always fascinated to see how great artists work!
5. Create a Valentine’s Day poll.
People love to respond to surveys. Create a quick one- or two-question poll and ask your audience what their favorite type of jewelry is and which styles they would love to receive on Valentine’s Day.
Any question related to jewelry or romance will work. Get your customers to choose with their heart and they’ll eventually vote with their wallets.
Editors' Picks
Sponsored by
6. Run a photo contest.
Jewelry is the perfect item to feature in an Instagram photo contest. Your audience can post their favorite jewelry pieces and share styling ideas.
The photo contest also doesn’t have to be jewelry related necessarily; the goal is to have fun with your audience and get them excited about your channel.
Whatever you think your audience would want to post is a great choice. Be creative. There are many different themes you could go with, so make it your own!
7. Host an Instagram Valentine’s Day event.
Make Instagram a core part of your Valentine’s Day strategy. Host a special event and live stream it from your store. This is a great way to reach a large audience, including those who have not been able to visit you. The Instagram algorithm prefers live content and video over static images, giving these types of posts much more weight. This means more people will see you and your jewelry store.
Whatever type of marketing you do, remember that jewelry is a relationship business. No matter which Instagram content idea you use, the important thing is to always engage with your audience.
Make them feel special and appreciated because, just like in dating, that’s the only way they’ll ever fall in love with you.
Jewelry is the perfect item to feature in an Instagram photo contest. Your audience can post their favorite jewelry pieces and share styling ideas.
The photo contest also doesn’t have to be jewelry related necessarily; the goal is to have fun with your audience and get them excited about your channel.
Whatever you think your audience would want to post is a great choice. Be creative. There are many different themes you could go with, so make it your own!
7. Host an Instagram Valentine’s Day event.
Make Instagram a core part of your Valentine’s Day strategy. Host a special event and live stream it from your store. This is a great way to reach a large audience, including those who have not been able to visit you. The Instagram algorithm prefers live content and video over static images, giving these types of posts much more weight. This means more people will see you and your jewelry store.
Whatever type of marketing you do, remember that jewelry is a relationship business. No matter which Instagram content idea you use, the important thing is to always engage with your audience.
Make them feel special and appreciated because, just like in dating, that’s the only way they’ll ever fall in love with you.
More on Columnists
The Latest
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Weekly QuizMay 09, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
SourcingMay 14, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
MajorsMay 09, 2024
Watches of Switzerland Pays $130M for Roberto Coin Inc.The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
TrendsMay 09, 2024
Amanda’s Style File: Shine Bright, Moms Show your mother some love with a piece of fine jewelry.
IndependentsMay 09, 2024
Kyle Edward Fine Jewelry to Close Salisbury StoreThe company’s Easton location will remain open.
MajorsMay 09, 2024
JBT Elects New ChairmanBrian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Supplier BulletinMay 08, 2024
Fusing Past and Present at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
EditorsMay 07, 2024
Q&A: Author Vikki Tobak on the ‘Ice-Cold’ ExhibitionTobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
EditorsMay 07, 2024
10 On-Theme Looks from the 2024 Met GalaStars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
IndependentsMay 07, 2024
112-Year-Old New Orleans Business Popping Up in Aspen M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
