ColumnistsJan 10, 2023
Squirrel Spotting: A Blueprint for Building Sales Plans for the New YearColumnistsJan 18, 2023
The Smart Lab: How To Prepare for Valentine’s Day
Emmanuel Raheb offers five tips for winning business this Feb. 14, from offering complimentary wrapping to displaying delivery dates.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
New York—Did you know that Valentine’s Day is considered one of the largest spending periods in the United States after Black Friday and Mother’s Day?
According to the National Retail Federation, about half the people in the U.S. celebrate Valentine’s Day and they spent $23.9 billion on gifts for partners, friends and others in 2022.
The average amount spent for Valentine’s Day 2022 was $175.41.
Although candy, cards and flowers are always popular, nearly a quarter of consumers planned to give jewelry last year.
For centuries, jewelry has always represented love and been a big part of Valentine’s Day.
Here are five sales and marketing tips to help prepare your jewelry business for this magical time.
1. Create Valentine’s Day category and landing pages
Start with your website. For every major holiday throughout the year, you should have special category and landing pages. Valentine’s Day is no exception.
You’ll want to use this page in all of your digital marketing, especially with social media.
Run Valentine’s Day-specific advertising and use your custom landing page as the entry point to your site.
Matching your marketing messaging and promotional images are part of a cohesive campaign and tell your audience your jewelry store is “Valentine’s Day Headquarters” for gift-giving.
2. Create helpful gift buying guides
Oftentimes, people find it difficult to select the perfect gift for a loved one. Make it easy for them with a helpful gift guide. Segment your styles by price point, type, and personality. Curate your most popular items from necklaces to earrings and more.
For gift ideas, one tip is to steer clear of fashion rings as many don’t know their parnter’s finger size, which makes it difficult for them to shop.
Yes, many people do get engaged on Valentine’s Day so you’ll want to have a separate guide for couples looking to pop the question.
In most cases of a pending engagement, finding the finger size is not as big of an issue. A partner who’s serious about proposing likely has “done their homework.” Many couples also shop for an engagement ring together.
The goal here with a gift guide is to be helpful to whatever type of buyer you encounter and make it easy for them to shop with you.
Related stories will be right here …
According to the National Retail Federation, about half the people in the U.S. celebrate Valentine’s Day and they spent $23.9 billion on gifts for partners, friends and others in 2022.
The average amount spent for Valentine’s Day 2022 was $175.41.
Although candy, cards and flowers are always popular, nearly a quarter of consumers planned to give jewelry last year.
For centuries, jewelry has always represented love and been a big part of Valentine’s Day.
Here are five sales and marketing tips to help prepare your jewelry business for this magical time.
1. Create Valentine’s Day category and landing pages
Start with your website. For every major holiday throughout the year, you should have special category and landing pages. Valentine’s Day is no exception.
You’ll want to use this page in all of your digital marketing, especially with social media.
Run Valentine’s Day-specific advertising and use your custom landing page as the entry point to your site.
Matching your marketing messaging and promotional images are part of a cohesive campaign and tell your audience your jewelry store is “Valentine’s Day Headquarters” for gift-giving.
2. Create helpful gift buying guides
Oftentimes, people find it difficult to select the perfect gift for a loved one. Make it easy for them with a helpful gift guide. Segment your styles by price point, type, and personality. Curate your most popular items from necklaces to earrings and more.
For gift ideas, one tip is to steer clear of fashion rings as many don’t know their parnter’s finger size, which makes it difficult for them to shop.
Yes, many people do get engaged on Valentine’s Day so you’ll want to have a separate guide for couples looking to pop the question.
In most cases of a pending engagement, finding the finger size is not as big of an issue. A partner who’s serious about proposing likely has “done their homework.” Many couples also shop for an engagement ring together.
The goal here with a gift guide is to be helpful to whatever type of buyer you encounter and make it easy for them to shop with you.
3. Run Valentine’s Day promotions
The period leading up to Valentine’s Day is the ideal time to run a promotion. From mid-January to February is when people start shopping. You’ll want to capture these “early birds” with a limited-time special featuring a unique style or great price.
Sales and discounts are always a motivating factor, but so is pairing a great deal with a special add-on, such as a nice gift box or a matching pair of earrings to go with that bracelet or necklace. Don’t be afraid to be creative. A good sales promotion isn’t always about the price; it’s about the incredible value you deliver to your customers.
While other jewelers focus on engagement ring sales, remember that more people give gifts than get engaged on Valentine’s Day. You can capture a much bigger piece of the pie by not narrowing your promotions to just engagement ring clients. Go for the broader audience or run multiple campaigns.
“Something as simple and inexpensive as custom gift wrapping goes a long way in making a lasting impression and cementing a lifelong memory.” — Emmanuel Raheb, Smart Age Solutions
4. Promote your delivery dates
Ideally everyone would shop for their Valentine’s Day gifts early and time would never be an issue, but many people wait until the last minute. Don’t neglect these late-comers. Remember that their main motivation is that they need to find the perfect gift and they need to find it fast.
Make sure your website is current and your delivery dates are prominently shown with which items are in-stock.
A boss move is to make your delivery dates a main feature of your site with an easy product filter or special category page. Using phrases like “in-stock, available now for immediate shipping,” is a strong selling point. It’s the No. 1 thing someone who’s late will be looking for before deciding to make a purchase.
If there’s any uncertainty around their Valentine’s Day gift arriving on time, they’ll simply go elsewhere. They have to buy a gift or they’ll risk the wrath of their loved one. Make sure they buy from you!
5. Offer free gift wrapping
Make Valentine’s Day extra special and a day to be remembered. Offer free gift wrapping to complete the experience. By going the extra mile to make things easier for your customer, you become the hero. You saved the day and made them look like a true romantic in the eyes of their loved one.
Presentation is everything and can not only elevate the gift-giving experience, but also your jewelry brand. Something as simple and inexpensive as custom gift wrapping goes a long way in making a lasting impression and cementing a lifelong memory.
With the new year already here, Valentine’s Day is just around the corner. Feb. 14 comes quickly so start working on your marketing plan now by following these five powerful tips to grow your jewelry sales.
Let Cupid’s arrow strike and you’ll fall in love with your jewelry business all over again.
More on Columnists
The Latest
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
