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.
Editors' Picks
Sponsored by
More on Columnists
The Latest
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
