ColumnistsMar 29, 2022
Creative Connecting: How To Adapt to the Apple Privacy UpdatesColumnistsApr 05, 2022
The Smart Lab: How To Take Advantage of ‘Google My Business’
Emmanuel Raheb outlines four ways brick-and-mortar jewelers can utilize the profile to generate more business.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
A “Google My Business” profile is a must-have for your jewelry store’s marketing plan. It’s one of the most effective ways to ensure your jewelry store is visible in your community and seen by your customers.
With a Google My Business profile you can provide store hours, photos, location, types of jewelry and services you offer, customer reviews, links to your social media channels, answers to common jewelry questions and more. Google wants you to include as much information as possible.
Once you have a profile, your jewelry store can start showing up in Google’s search results, maps, and more.
Your profile is seen across all Google’s services and the best part is, it’s free.
Keep in mind that a Google My Business profile is only for businesses that have a physical location. If you just sell online, then you can’t create one.
It’s the one big advantage independent jewelers have over larger, online-only jewelry sellers; use it.
Here are four ways you can maximize your Google My Business profile and generate more business in 2022.
1. Interact with jewelry consumers.
Your Google My Business profile gives you an opportunity to interact online with people who are looking for an engagement ring or other jewelry.
Through your profile, you can allow direct messages, answer jewelry questions, and respond to reviews. Google allows you to do all this and more.
There are many interactive features that can help you to become the trusted, jewelry expert in your area.
Always focus on what your audience’s needs are and take advantage of every community-building feature Google offers.
2. Showcase your jewelry business.
When customers are searching online for an engagement ring or jewelry gift, you are what people can see. Most people won’t be aware of you and have never visited your store.
The first impression you’ll make is when your Google My Business profile pops up in search results or on Google Maps.
Photos become your best marketing tool so it’s important to show both the outside and inside of your store, as well as a good view of the jewelry styles and collections you offer. Photos of you and your staff are also a great way to put a face on your business, as people like to do business with friends.
The bottom line is, the more information you provide a potential customer, the more chances you have to win them over.
3. Learn more about your audience.
The Google My Business dashboard is a gold mine of information. You can gain insights about your audience and how your jewelry business is performing within the Google search results.
In the analytics area of the platform, you can see what keywords people are searching for to find your store and how they discovered you.
Google also shows you a breakdown of the actions taken on your business listing and which photos were viewed most in your profile.
With the right type of UTM tagging, you can track clicks from your Google My Business profile to your website and quantify how much traffic it’s driving and how many resulting sales you’ve made.
4. Optimize your profile for local SEO.
Google My Business was created by Google specifically for local SEO. Its sole purpose is to help people in their city or town find local businesses that serve their needs. Obviously, if someone is located in a different area that’s not close by, then you won’t be seen.
When someone searches for a specific keyword or service in their area, Google wants to show the best choice possible among all the businesses that are registered with it. If your listing is relevant, then Google is more likely to promote you.
As Google helps more searchers find what they’re looking for, Google is rewarded with repeat loyalty, and you’re rewarded with a new visitor to your website or store. Google’s search results become a self-fulfilling prophecy.
Local SEO should always be a core part of your marketing strategy, if it isn’t already.
Editors' Picks
Sponsored by
Ultimately, what you do with Google My Business is up to you. It truly is the one area where the more time and effort you put into it, the more your jewelry business will get out of it.
When creating your digital marketing plan remember that if you’re not seen online, then you simply don’t exist, especially to younger customers who have never set foot inside a jewelry store.
With so many benefits of a Google My Business profile, what are you waiting for? Start now.
It’s best to begin with a simple profile and grow from there. Don’t get caught up with making it perfect. It’s more important to create a digital presence in Google first to get ranked and be seen.
When you start getting new leads and sales coming in, it will encourage you to do more. Remember, success is the best motivator of all.
More on Columnists
The Latest
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
