ColumnistsSep 08, 2021
The Smart Lab: 5 Reasons Why You Need a Digital Marketing StrategyColumnistsOct 05, 2021
The Smart Lab: 7 Ways Social Media Impacts Your Jewelry Business
Columnist Emmanuel Raheb outlines the benefits of what he says is one of the most important channels in digital marketing.
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.
Social media has totally transformed the jewelry business. It’s become one of the most important channels in digital marketing.
Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.
You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.
Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.
1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.
You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.
You can publicize store events or run special promotions.
Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.
2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.
If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.
Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.
3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.
Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.
This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.
Related stories will be right here …
Social media provides incredible opportunities to reach thousands of customers locally and millions of customers worldwide.
You can also expand your reach with additional advertising. With geo-targeting and audience insights, there’s no better way for a local business to dominate their own marketplace and reach new jewelry customers.
Here are seven top benefits of using social media and why it’s important to your digital marketing strategy.
1. Increase Your Website Traffic
Social media provides a cost-effective way to generate new traffic to your website.
You can start for free with a Facebook page or Instagram channel. Post content, gain followers and grow your audience.
You can publicize store events or run special promotions.
Everything you do on social media leads people back to your website. On top jewelry sites, more than half the traffic can come from social media, which shows you how powerful it can be.
2. Generate Word-Of-Mouth Marketing
Anything you post on social media is easily shared.
If you have a great deal or promotion you are running, your offer is only a click away from reaching someone’s friends or family members.
Treat your jewelry customers well by providing superior service and they’ll tell others. Their experience will be posted online for everyone connected to them to see.
3. Grow Your Referrals And Sales
Your most profitable new sales will come from the friends and family of your customers.
Personal referrals have almost zero sales resistance and are pre-sold on you before they even walk in the door of your jewelry store.
This means less time you have to spend convincing them to buy and more time spent helping them find the perfect jewelry gift or engagement ring. You can skip right over the prospect phase and go straight for the sale.
4. Engage With Your Audience
Social media allows you to interact with your audience on a deep and personal level. They can like, comment and share your posts, as well as ask any jewelry-related questions they might have.
You get to see who your audience is and can tailor your content directly to what they’re interested in. You learn about them as they learn about you.
5. Boost Your Brand Loyalty
People buy from businesses they know, like and trust.
To win in the jewelry business you must stay relevant and remain top-of-mind when the time comes for someone to purchase a gift or buy an engagement ring.
Social media gives you the opportunity to always remain in front of your audience. And when the time comes to buy, they’ll remember you! That’s brand loyalty.
6. Track Your Competitors
Social media is also a window into your competitors’ business strategies.
Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?
Use this competitor intelligence to grow your business, as these are all clues to their success.
7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.
Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.
Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.
You have the perfect focus group with social media; they’ll tell you exactly what they want.
Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.
Social media is also a window into your competitors’ business strategies.
Follow other jewelry businesses closely. See what they post. Watch what events they have. Notice: What promotions are they running? What jewelry styles are most popular with their audience? What questions are being asked?
Use this competitor intelligence to grow your business, as these are all clues to their success.
7. Gauge Audience Feedback
With social media you can easily run surveys about what your audience is looking for and what type of styles they like best.
Should you stock one jewelry designer over another? Does your audience prefer silver over gold? Do they like modern or more traditional styles? There are many questions you can ask.
Gauge your audience’s reaction by tracking comments, likes and shares on your posts. See what styles get the most audience engagement and use this as a barometer to revamp your showcase.
You have the perfect focus group with social media; they’ll tell you exactly what they want.
Social media is a powerful channel, but only if you know how to maximize it. Contact Smart Age Solutions to redeem your free social media audit and discover hidden opportunities to grow your jewelry business.
More on Columnists
The Latest
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
