ColumnistsAug 03, 2021
Squirrel Spotting: 5 More Pointers From ‘The Sales Minute’ColumnistsAug 10, 2021
The Smart Lab: The Ultimate Guide to Promoting Your New Website
Recently redesigned your website? All that time and money will be for nothing if you can’t attract traffic, writes Emmanuel Raheb.
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.
Your jewelry website is your greatest marketing tool.
It communicates your brand to one person, or thousands of people at the same time.
It’s your most loyal employee and never quits, working for you 24 hours a day, 7 days a week, 365 days a year.
It never gets tired or asks for a break. Your employees may call in sick but your website keeps on working for you, day after day!
Here’s the ultimate guide to promoting your new website.
Create a ‘Google My Business’ Profile
Google My Business is a free and powerful way for you to show up in Google Maps and Google searches.
It helps make your business more noticeable to consumers whenever they use Google to find directions on Google Maps or search for a jewelry keyword using the search engine.
The best part about Google My Business is that you can see how users interact with your profile and you can change your promotion strategy in real time to improve your results.
Create a business profile and link your new website.
Include your opening hours, contact details, address and more. You can even include photos of new jewelry styles or favorite pieces, as well as answers to top jewelry questions. It’s up to you; Google gives you a lot of options.
Make it extremely easy for new customers to find your business whenever they do a search. Stand out!
By creating a Google My Business profile, your jewelry store will be ahead of your local competitors.
Get Active on Social Media
With more than 3.4 billion active users, a jewelry business (or any business, really) can’t ignore social media as a marketing channel.
To be relevant to millennials as well as Gens X and Z, you must be active on social media. With many consumers starting their search online rather than in a physical store, it’s the main place you’ll be found.
People often ask friends and family on social media for business recommendations, even before doing a Google search.
Social media is also a great way to get referrals from happy, past customers. This is also known as “social proof.”
As a jewelry business, make sure you discuss with your team the importance of having high-definition photos on your social media. This is the first impression you make with your audience, and the best way to drive interest and new traffic to your site.
Create Email Marketing Campaigns
Email has been part of digital marketing since the beginning and it’s a tool that’s stood the test of time.
It’s a proven way to drive both new traffic and sales to your website. Every time you contact your subscribers you have the ability to make a sale.
Having the right message sent at the right time and targeted to the right audience is your formula for success.
There are many email tools you can start with and any of them can reach your audience.
It’s always a good idea to promote your jewelry website’s special offers, and use coupons and promotions to help convert leads.
Related stories will be right here …
It communicates your brand to one person, or thousands of people at the same time.
It’s your most loyal employee and never quits, working for you 24 hours a day, 7 days a week, 365 days a year.
It never gets tired or asks for a break. Your employees may call in sick but your website keeps on working for you, day after day!
Here’s the ultimate guide to promoting your new website.
Create a ‘Google My Business’ Profile
Google My Business is a free and powerful way for you to show up in Google Maps and Google searches.
It helps make your business more noticeable to consumers whenever they use Google to find directions on Google Maps or search for a jewelry keyword using the search engine.
The best part about Google My Business is that you can see how users interact with your profile and you can change your promotion strategy in real time to improve your results.
Create a business profile and link your new website.
Include your opening hours, contact details, address and more. You can even include photos of new jewelry styles or favorite pieces, as well as answers to top jewelry questions. It’s up to you; Google gives you a lot of options.
Make it extremely easy for new customers to find your business whenever they do a search. Stand out!
By creating a Google My Business profile, your jewelry store will be ahead of your local competitors.
Get Active on Social Media
With more than 3.4 billion active users, a jewelry business (or any business, really) can’t ignore social media as a marketing channel.
To be relevant to millennials as well as Gens X and Z, you must be active on social media. With many consumers starting their search online rather than in a physical store, it’s the main place you’ll be found.
People often ask friends and family on social media for business recommendations, even before doing a Google search.
Social media is also a great way to get referrals from happy, past customers. This is also known as “social proof.”
As a jewelry business, make sure you discuss with your team the importance of having high-definition photos on your social media. This is the first impression you make with your audience, and the best way to drive interest and new traffic to your site.
Create Email Marketing Campaigns
Email has been part of digital marketing since the beginning and it’s a tool that’s stood the test of time.
It’s a proven way to drive both new traffic and sales to your website. Every time you contact your subscribers you have the ability to make a sale.
Having the right message sent at the right time and targeted to the right audience is your formula for success.
There are many email tools you can start with and any of them can reach your audience.
It’s always a good idea to promote your jewelry website’s special offers, and use coupons and promotions to help convert leads.
Share Positive Online Reviews
It’s been said that 90 percent of people check online reviews before choosing a business. I’m sure if you think back to the last time you made a purchasing decision, you did this too.
Today, reviews are a major driver of e-commerce.
Positive reviews have a huge impact on the success of your business. Jewelry is an expensive purchase and everyone wants to rest assured they’re buying from a reliable and reputable source.
When you take care of your customers and go the extra mile, they’ll want to tell others about it.
Create a positive experience in your store and encourage people to leave a review.
It’s one of the greatest forms of social proof you can show—a real customer who shares their own personal testimonial about your business.
Optimize Your Site for Search
Search engine optimization, or SEO, is the foundation of a strong jewelry business. Attract customers naturally through Google without spending a fortune on advertising.
Having good SEO means you pay less for your marketing.
Good SEO also means you attract more high-quality traffic, have a lower bounce rate, and your online audience stays longer. It also helps you rank higher in the search results.
Make the investment in SEO for your website and you’ll continue to see dividends over the long term.
Write Shareable Blog Content
Content marketing is a strong way to attract new traffic and get your existing consumers to share your content on social media.
The key is to find a hot jewelry topic that’s in demand and relevant, and that people want to read.
Make the content useful and make sure it answers consumers’ questions.
You can use Google Trends to help with topic ideas and see what subject areas are trending.
A wise investment for any jeweler is to start their own blog and create content that positions them as the jewelry authority in their area.
There is no better way to make a sale than to help educate your customers. Even if they’re not ready to buy now, they’ll consider buying from you later when the need arises.
Use Pay-Per-Click and Retargeting Ads
Pay-per-click and retargeting ads are a way for you to bring instant traffic to your website. There’s no waiting and you can start immediately.
You don’t need to spend time creating content or building up your SEO. You only pay for results.
Choose your own keywords, your audience, and your ads to create an instant campaign. This gives you the ultimate leverage over your competitors because you control how far, how big, and how fast you want to grow.
And remember, you only pay if someone clicks on your ad (hence the term pay-per-click).
Before starting, make sure you have the right employee or partner in place who knows what they’re doing to help keep costs low. PPC is powerful, but it can quickly get expensive.
Final Thoughts
Remember, your jewelry website is only as good as your promotion.
Creating a website is the easy part; attracting new traffic is where most websites fail.
If your audience doesn’t know about you, you’ll never make the sale. Use these marketing ideas and you’ll have a strong foundation for future growth.
Pay-per-click and retargeting ads are a way for you to bring instant traffic to your website. There’s no waiting and you can start immediately.
You don’t need to spend time creating content or building up your SEO. You only pay for results.
Choose your own keywords, your audience, and your ads to create an instant campaign. This gives you the ultimate leverage over your competitors because you control how far, how big, and how fast you want to grow.
And remember, you only pay if someone clicks on your ad (hence the term pay-per-click).
Before starting, make sure you have the right employee or partner in place who knows what they’re doing to help keep costs low. PPC is powerful, but it can quickly get expensive.
Final Thoughts
Remember, your jewelry website is only as good as your promotion.
Creating a website is the easy part; attracting new traffic is where most websites fail.
If your audience doesn’t know about you, you’ll never make the sale. Use these marketing ideas and you’ll have a strong foundation for future growth.
More on Columnists
The Latest
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.
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.
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.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
