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
AuctionsNov 13, 2026
Historic ‘Romanov Sapphire’ Achieves $4.9M at Sotheby’sThe 197-carat Russian Crown jewel was the leading lot of Sotheby's white-glove Royal & Noble Jewels sale this week.
CollectionsNov 13, 2026
Maison Marcelle’s Bracelet Flows Like FabricThe “Équation” bracelet, our Piece of the Week, was built via 24 gold modules assembled into a piece that feels like fabric on the wrist.
IndependentsNov 13, 2026
Texas Jeweler to Close After 111 YearsAlter’s Gem Jewelry in Beaumont, Texas, is closing as Brian and Lori Alter retire to spend more time with family.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
Events & AwardsNov 13, 2026
Tiffany & Co., CFDA Unveil Second Jewelry Designer Award Finalists Five finalists have been chosen for the Tiffany & Co. x CFDA Jewelry Designer Award’s second cycle.
Weekly QuizNov 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 12, 2026
1 of 7 Men Charged in $100M Brinks Heist to Plead GuiltyThree of the other alleged perpetrators will stand trial next March, while two remain on the lam and one was deported late last year.
AuctionsNov 12, 2026
24-Carat ‘Bulgari Pink’ Diamond Sells for $14.8MUnseen for more than seven decades, the fancy intense pink diamond was the star of Christie’s Geneva jewelry auction.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
WatchesNov 12, 2026
Zadok Jewelers Now Offers Certified Pre-Owned Rolex WatchesThe curated selection is available online and at its showroom in Austin, Texas.
IndependentsNov 12, 2026
Greenberg’s Jewelers Welcomes New Fourth-Generation MembersThe next generation understands what makes the 126-year-old retailer special, said CEO and Co-President Elise Greenberg.
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
