SurveysFeb 01, 2022
Valentine’s Day Jewelry Sales to Hit Record High, Says NRFColumnistsFeb 03, 2022
The Smart Lab: 7 Engaging Instagram Content Ideas for Valentine’s Day
Jewelry sales are expected to soar for the holiday, presenting a tremendous opportunity for jewelers, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Valentine’s Day, first celebrated in the year 496 AD as a Christian day of feasting, became associated with love during the 1400s, evolving over millennia into the holiday we know today.
The myth of Cupid’s arrow and the ritual of giving flowers, sending cards, unboxing chocolates, and gifting jewelry have continued to endure. Just like a couple’s love, the importance of Valentine’s Day has grown over time.
According to a recent survey by Statista, total spending on Valentine’s Day this year will reach $18.2 billion, which people plan to spend on gifts across all categories (jewelry, roses, chocolates, greeting cards, a nice evening out, etc.).
The survey also noted that $5.8 billion of that spending will be jewelry-related, with diamond jewelry being favored.
The National Retail Federation released a similarly rosy forecast: $23.9 billion in total spending, with $6.2 billion spent on jewelry.
With numbers like these, Valentine’s Day 2022 should make every jeweler’s heart flutter. What a tremendous opportunity!
Here are seven engaging Instagram content ideas to grow your Valentine’s Day jewelry sales during this special time.
1. Share love stories.
Create a personal connection and invite your audience to share their own personal love stories. What makes their loved one so special and unique? People love telling their story and reading about other people’s stories. It really helps and shows how much you care.
2. Host a Valentine’s Day giveaway.
Surprise your audience with a special Valentine’s Day giveaway. Select your most popular jewelry styles and give people a chance to win one of them. But be careful—don’t skimp on the prize. Make it exciting. Everyone loves a good contest, especially when the prize is tempting.
Also, get creative! For example, ask everyone to tag the person they believe has the biggest heart or has done something special in their life or community. What personal obstacles have they overcome?
Anything related to love, family or community will work. Think outside the box and make it happen!
Related stories will be right here …
The myth of Cupid’s arrow and the ritual of giving flowers, sending cards, unboxing chocolates, and gifting jewelry have continued to endure. Just like a couple’s love, the importance of Valentine’s Day has grown over time.
According to a recent survey by Statista, total spending on Valentine’s Day this year will reach $18.2 billion, which people plan to spend on gifts across all categories (jewelry, roses, chocolates, greeting cards, a nice evening out, etc.).
The survey also noted that $5.8 billion of that spending will be jewelry-related, with diamond jewelry being favored.
The National Retail Federation released a similarly rosy forecast: $23.9 billion in total spending, with $6.2 billion spent on jewelry.
With numbers like these, Valentine’s Day 2022 should make every jeweler’s heart flutter. What a tremendous opportunity!
Here are seven engaging Instagram content ideas to grow your Valentine’s Day jewelry sales during this special time.
1. Share love stories.
Create a personal connection and invite your audience to share their own personal love stories. What makes their loved one so special and unique? People love telling their story and reading about other people’s stories. It really helps and shows how much you care.
2. Host a Valentine’s Day giveaway.
Surprise your audience with a special Valentine’s Day giveaway. Select your most popular jewelry styles and give people a chance to win one of them. But be careful—don’t skimp on the prize. Make it exciting. Everyone loves a good contest, especially when the prize is tempting.
Also, get creative! For example, ask everyone to tag the person they believe has the biggest heart or has done something special in their life or community. What personal obstacles have they overcome?
Anything related to love, family or community will work. Think outside the box and make it happen!
3. Create your own hashtag.
You always want to use the top hashtags on your Instagram posts, but why not create your own?
Ask your audience to submit photos with their favorite jewelry styles and tag them with your unique hashtag. Display it prominently on your showcase counter and publicize it in all your marketing.
Having your own special hashtag is a fun and exciting way for people to search your jewelry styles on Instagram.
4. Show your craftsmanship.
A great way to bond with your audience is to peel back the curtain and show how your jewelry is made. This is perfect if your jewelry store specializes in custom design as it allows you to highlight your best work. There’s no better sales tool than a unique, custom jewelry piece you’re extremely proud of. People are always fascinated to see how great artists work!
5. Create a Valentine’s Day poll.
People love to respond to surveys. Create a quick one- or two-question poll and ask your audience what their favorite type of jewelry is and which styles they would love to receive on Valentine’s Day.
Any question related to jewelry or romance will work. Get your customers to choose with their heart and they’ll eventually vote with their wallets.
Editors' Picks
Sponsored by
6. Run a photo contest.
Jewelry is the perfect item to feature in an Instagram photo contest. Your audience can post their favorite jewelry pieces and share styling ideas.
The photo contest also doesn’t have to be jewelry related necessarily; the goal is to have fun with your audience and get them excited about your channel.
Whatever you think your audience would want to post is a great choice. Be creative. There are many different themes you could go with, so make it your own!
7. Host an Instagram Valentine’s Day event.
Make Instagram a core part of your Valentine’s Day strategy. Host a special event and live stream it from your store. This is a great way to reach a large audience, including those who have not been able to visit you. The Instagram algorithm prefers live content and video over static images, giving these types of posts much more weight. This means more people will see you and your jewelry store.
Whatever type of marketing you do, remember that jewelry is a relationship business. No matter which Instagram content idea you use, the important thing is to always engage with your audience.
Make them feel special and appreciated because, just like in dating, that’s the only way they’ll ever fall in love with you.
Jewelry is the perfect item to feature in an Instagram photo contest. Your audience can post their favorite jewelry pieces and share styling ideas.
The photo contest also doesn’t have to be jewelry related necessarily; the goal is to have fun with your audience and get them excited about your channel.
Whatever you think your audience would want to post is a great choice. Be creative. There are many different themes you could go with, so make it your own!
7. Host an Instagram Valentine’s Day event.
Make Instagram a core part of your Valentine’s Day strategy. Host a special event and live stream it from your store. This is a great way to reach a large audience, including those who have not been able to visit you. The Instagram algorithm prefers live content and video over static images, giving these types of posts much more weight. This means more people will see you and your jewelry store.
Whatever type of marketing you do, remember that jewelry is a relationship business. No matter which Instagram content idea you use, the important thing is to always engage with your audience.
Make them feel special and appreciated because, just like in dating, that’s the only way they’ll ever fall in love with you.
More on Columnists
The Latest
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
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.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
