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.
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
SourcingDec 04, 2023
David Prager To Leave De Beers in 2024Ryan Perry, who has been with De Beers since 2002, also will be leaving the company next year.
WatchesDec 04, 2023
Chrono24 Debuts the ‘Dow Jones’ for Luxury WatchesThe watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.
MajorsDec 04, 2023
David Bouffard to Leave Signet, RJCThe industry veteran will step down from both roles in April 2024.
Brought to you by
The Most Important “C” in Diamonds: Confidence!Without the ability to instill confidence within the industry and directly to the consumer, a diamond holds very little value.
TrendsDec 04, 2023
Amanda’s Style File: Decadent DecemberTanzanite, turquoise, and zircon are all options for December babies, who sometimes “get the birthday shaft,” Amanda Gizzi writes.
Weekly QuizNov 30, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany ExecThe lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales DipThe company said it is facing a “challenging retail environment” but is prepared for the holiday season.
Brought to you by
If It’s Custom, Make It PlatinumWith holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond NecklaceIt’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong KongThe 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COOChris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow DiamondThe stone headlining the upcoming sale could fetch up to $5 million.
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ ProgramThe retail offering lets customers track their diamond’s journey.
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.
SurveysNov 29, 2023
Holiday Shoppers Broke a Record This Weekend, Says NRFFrom Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.
MajorsNov 29, 2023
Cast Debuts at Nordstrom, Closes on More VC FundingThe growing company also plans to open more of its own boutiques.
EditorsNov 29, 2023
Warren Buffett on Success, Mistakes and Betting on AmericaThe best quotes from the Oracle of Omaha and his right-hand man Charlie Munger from the 2018 Berkshire Hathaway shareholders meeting.
IndependentsNov 28, 2023
Maine Jeweler to Relocate After 76 YearsJ. Dostie Jewelers will move from Lewiston to Yarmouth this spring.
IndependentsNov 28, 2023
Fink’s Jewelers Opens 10th StoreIt’s the company’s second location in Tennessee.
AuctionsNov 28, 2023
Mary Tyler Moore’s Jewelry Is Up For Auction You can have this jewelry, why don’t you take it?
Events & AwardsNov 28, 2023
The Original Miami Beach Antique Show Is Celebrating 60 YearsNext year’s milestone show will be full of educational programming and collaborations.
EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday SeasonSales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.
CollectionsNov 27, 2023
See the New ‘Platinum Born’ JewelryThe brand has released five new collections.
IndependentsNov 27, 2023
Frank Adams Jewelers Named ‘Family Business of the Year’The Albany Business Review recently honored the 100-year-old company.
GradingNov 27, 2023
Dr. John W. Valley Retires from GIA Board of GovernorsTo honor his legacy, GIA has set up a scholarship in his name.
CrimeNov 22, 2023
JSA Warns of Surge in Attacks on Jewelers on the RoadThere have been eight attacks in the last month, spanning from a jewelry store parking lot in Rhode Island to highways in California.
TrendsNov 22, 2023
Amanda’s Style File: November GlowThese 15 pieces of jewelry celebrate November babies and the hues of citrine and topaz that reflect the colors of the season.
