Columnists

The Smart Lab: How To Prepare for Valentine’s Day

ColumnistsJan 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.

2021_Emmanuel-Raheb.jpg
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 … 

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.

The Latest

Saks on Amazon flagship window
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online Storefront

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Graphic for My Next Question webinar with guest Peter Smith
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not Dead

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

Tejen Candy Bowl Torque Necklace
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque Necklace

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

1 Camilla Dietz Bergeron.jpg
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch Show

Sponsored by the Las Vegas Antique Jewelry and Watch Show

Weekly QuizMay 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The Mediterranean Blue diamond
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’s

A private American collector purchased the 10-carat fancy vivid blue diamond.

Jessica McCormack Fruit Salad Campaign Imagery
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for Summer

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Stock image of diamonds
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.

Disability advocate Catarina Rivera, JVC ADA compliance guide, circle of hands wearing jewelry
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With Disabilities

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

Sekou Andrews
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at Converge

The event is also accepting poster submissions now through June 16.

Pope Francis
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ Ring

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

1998 Cosmograph Daytona, Ref.16516 Rolex
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s Sale

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

Jeweler Constance Polamalu at Bloomstone, a store that specializes in lab-grown diamonds
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

Surveillance footage Tiffany & Co. Seattle robbery
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

Jeff Corey, new chairperson of the board for the Jewelers Board of Trade
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

Foundrae Ingot Pendant
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical Metalsmiths

The donation was the result of the brand’s annual Earth Day Ingot event.

Eiseman Jewels ribbon cutting ceremony
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and Better

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

Diamond Council of America
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course Updates

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

Malyia McNaughton and Elyssa Jenkins-Pérez
MajorsMay 13, 2025
BIJC Launches New Education Fund

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.

Harwell Godfrey Snake Giza Ring, Foundrae Mind, Body Soul Story Necklace, Tiffany & Co. Tiffany Titan By Pharrell Williams Bracelet
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past Decade

As a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.

Lightbox’s Reminiscence Poet earrings in 14-karat white gold with lab-grown diamonds
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says

The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.

Stock image of shipping containers
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal

Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.

Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum

“Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.

2025 CASE Award Submission Graphic
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

Lugano Diamonds store in Greenwich, Connecticut
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal Investigation

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Coeur Percé Scapular Necklace and Love Baby Locket
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s Day

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy