The Smart Lab: The Benefits of Live Shopping Events
Emmanuel Raheb lists four reasons to host one, starting with live shopping lets small jewelry stores compete with larger companies.

Remember all those home shopping channels where the host promotes an item live on TV and encourages you to buy? Of course you do.
Even after decades, channels such as HSN (formerly known as the Home Shopping Network, which has been around since the early 1980s) and QVC, which also launched in the ‘80s, are still going strong.
Live shopping, more accurately known today as live-stream shopping, is the next evolution of this remarkable marketing method and it’s now happening on Facebook, Instagram, TikTok and even directly on websites. It brings the convenience of shopping from home into modern times.
The signature benefit of live shopping is that the special offer remains only valid during the promotion period on the stream. This creates not only a sense of urgency with the audience, but a sense of excitement. If marketed correctly, live shopping can become an event in and of itself.
With live shopping, people can ask questions, leave comments, and even call in to speak with you.
Jewelry sales are made in real time and once the stream is over, the deal has expired. It’s interactive and fun.
The live shopping business model has proven extremely popular in China and other parts of Asia, with some companies making live shopping their entire business.
These companies have no physical stores, and some don’t even hold physical inventory. Their whole approach is to sell direct to their audience through live shopping.
Here are some of the top benefits of adding live shopping to your digital marketing strategy.
1. It provides an engaging experience. It lets smaller jewelry stores compete against much larger companies, big fashion brands, and other online-only or traditional "brick-and-mortar" businesses.
2. It can quickly generate jewelry sales. Live shopping gives the jeweler the ability to quickly clear slow-moving inventory and overstock, while giving the customer a great deal. Everyone loves a special offer when there’s limited supply.
3. Live shopping builds your jewelry store’s brand awareness, as it becomes another reason for people to pay attention to your store.
People love live events because they’re unscripted and you never know what’s going to happen. Combine this with a great deal shown only to your live shopping viewers and you have huge potential.
There’s no better or faster way to build your jewelry store’s brand than to be in front of your audience for 30 to 60 minutes or more. It reinforces your value as a local, trusted jeweler and they’ll remember you.
4. It’s the antidote to COVID shutdowns. With the pandemic still raging and waves of closures happening, a live shopping event can’t be canceled by COVID.
Selling through live shopping is something a staff of one or two people can do safely in your store and it’s a great alternative to selling in-person.
Remember: Although homebound, many customers still have money to spend and are looking to “reward themselves” with something nice. Live shopping gives you a chance to reach this captive audience and sell your jewelry.
People like to do business with companies they like, know, and trust. A live shopping event welcomes people into your jewelry store and they can get to know you while you learn more about them. How powerful is that?
Of course, people will still shop through your website; it’s expected.
But how many jewelry store owners do you know who host live shopping events? The answer is, not many. Live shopping is the perfect way for you to differentiate yourself from every other jeweler in town.
Live shopping is still in its infancy and not everyone knows about it or has the dedication to make it a priority. If you need any help setting up your live shopping event, contact us. We’re here to help you succeed.
By starting early, you can get a jump over your competition and make your jewelry business soar.
The Latest

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.


While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The organization elected its youngest vice president as it looks to draw in fresh talent.

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.