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
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
IndependentsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales DirectorVickie Rokkos has joined the jewelry company as its new national sales director of North America.
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
