ColumnistsAug 17, 2021
Creative Connecting: How to Handle Disclosures ColumnistsSep 08, 2021
The Smart Lab: 5 Reasons Why You Need a Digital Marketing Strategy
Here’s how the new mediums can help grow a jewelry business, according to Smart Age Solutions CEO 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.
Every good marketing strategy starts with who, what, where, when, why, and how.
It doesn’t matter if it’s traditional or digital media, you need to be able to answer these questions:
-- Who is your audience?
-- What is your message?
-- Where does your audience live?
-- When should you run your campaigns?
-- Why should your audience choose you?
-- How will you know your advertising is working?
These questions have always been the bedrock of traditional marketing and still apply even today with digital marketing.
Remember, there’s more to digital marketing than social media—pay-per-click, display ads, re-targeting, SEO, and content marketing are also critical components of the digital marketing mix.
Here are five reasons why you need a well-planned digital marketing strategy.
1. It’s how your jewelry store gets noticed.
Everything today is digital. With the average person spending three to four hours a day online (and that’s just during their leisure time), we live in a digital-first world.
The time spent online is even greater when you consider working hours.
Your audience isn’t flipping through magazines or watching traditional television anymore—it’s all about scrolling through social media feeds and binge-watching streaming shows (without advertising).
If you’re jewelry store isn’t in front of your audience where they “live” every day, then you don’t exist. You must break through!
2. It’s measurable and easily tracked.
Traditional media (due to lack of measurement) has always struggled to answer basic marketing questions.
As newspapers, magazines, and even billboards crumble and go out of business, gone are the old ways of advertising. Their power has eroded significantly.
But digital marketing—with real-time results and accessible analytics—easily outperforms even the most aggressive traditional marketing campaign. Knowing your numbers is critical to your success.
It doesn’t matter if it’s traditional or digital media, you need to be able to answer these questions:
-- Who is your audience?
-- What is your message?
-- Where does your audience live?
-- When should you run your campaigns?
-- Why should your audience choose you?
-- How will you know your advertising is working?
These questions have always been the bedrock of traditional marketing and still apply even today with digital marketing.
Remember, there’s more to digital marketing than social media—pay-per-click, display ads, re-targeting, SEO, and content marketing are also critical components of the digital marketing mix.
Here are five reasons why you need a well-planned digital marketing strategy.
1. It’s how your jewelry store gets noticed.
Everything today is digital. With the average person spending three to four hours a day online (and that’s just during their leisure time), we live in a digital-first world.
The time spent online is even greater when you consider working hours.
Your audience isn’t flipping through magazines or watching traditional television anymore—it’s all about scrolling through social media feeds and binge-watching streaming shows (without advertising).
If you’re jewelry store isn’t in front of your audience where they “live” every day, then you don’t exist. You must break through!
2. It’s measurable and easily tracked.
Traditional media (due to lack of measurement) has always struggled to answer basic marketing questions.
As newspapers, magazines, and even billboards crumble and go out of business, gone are the old ways of advertising. Their power has eroded significantly.
But digital marketing—with real-time results and accessible analytics—easily outperforms even the most aggressive traditional marketing campaign. Knowing your numbers is critical to your success.
3. It’s how relationships are built with the “new” jewelry consumer.
Digital marketing is a two-way medium: it’s conversational, especially on Facebook, Instagram and TikTok. You can get feedback from your customers and instantly answer any jewelry questions they might have.
You’re also no longer shouting your message at them. You’re helping them choose styles that match their taste or helping them shop for a gift for a loved-one, and you’re able to fully understand the latest jewelry trends and what your audience likes.
You get to intimately know them just as they get to know you! You build trust and relationships.
4. It builds your jewelry store’s brand identity.
When you grow your digital marketing, you’re growing your jewelry store’s brand. The more times you can get in front of your audience, the more they’ll remember your name, especially when it comes time to buy an engagement ring or even for a self-purchase to reward oneself.
Half the battle in sales is name recognition. If someone visits your jewelry website, you can easily re-target them with digital billboards, always keeping your name front and center.
You want to be top of mind when someone thinks of buying jewelry.
5. It’s scalable and can grow as big as your dreams.
Digital marketing is infinitely scalable to whatever your business goals are. The only limitations are your knowledge and your budget; both can be easily solved.
You have to invest in your marketing, and you have to invest in the right experts who know how to get the results that you’re looking for.
If you don’t have a lot of money to begin with, you can start small and grow your digital marketing campaigns as you increase sales. Really, the only limit to your success is your own desire. Your marketing should pay for itself.
Even if you think you know digital marketing and have dabbled a bit online, chances are you’re just skimming the surface.
Yes, most people intuitively know how to use Facebook, Instagram, or Pinterest, but there’s no guarantee that you’ll be able to learn how to run effective ads on these platforms or keep your costs low. And you surely don’t want to overpay.
Remember, every dollar saved is a dollar earned, which you didn’t have to go out and replace.
No matter what stage you’re in—from beginner marketer to digital marketing expert—there’s always more to learn. Your digital strategy should be the driving force of your business.
Digital marketing has come a long way over the past 20 years, and it’s not done yet. As younger generations come of age, it will only grow to become even more prominent and critical to your jewelry store’s success.
More on Columnists
The Latest
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
