Columnists

The Smart Lab: 6 Tips for Exhibiting at a Bridal Show

ColumnistsMar 07, 2023

The Smart Lab: 6 Tips for Exhibiting at a Bridal Show

From freebies to follow-up, Emmanuel Rehab shares a list of must-dos for any jeweler looking to connect with soon-to-wed couples.

2021_Emmanuel-Raheb.jpg
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Bridal shows are a perfect opportunity for jewelers to grow their business. They give you the chance to connect with hundreds of brides-to-be as well as those thinking of getting married in the near future. 

Anyone who attends a bridal show is interested and open to hear from you. They’re actively seeking goods and services to complete their picture-perfect wedding. Everyone is a potential customer.

As a jeweler, this is the ideal time to showcase your wide selection of engagement rings, wedding bands, bridesmaid gifts, and wedding day jewelry. You can make their big day complete by bringing your best styles to the show.

This opportunity for connection, however, does not come without cost.

Bridal shows can be expensive as an exhibitor and not everyone has the resources to devote to it. If you do, you want to make sure you are maximizing your investment.

Here are 6 tips every bridal show exhibitor should know.

1. Start with your booth
Think of your booth as an extension of your store. For many brides, this will be their first interaction with you. How you present yourself and the experience your visitors have will determine if you’ll be on their list when it’s time to buy. 

Bring a wide selection of your engagement rings and wedding bands, enough to give the bride-to-be a sense of what your jewelry store has to offer. Although they may already be wearing their engagement ring, you have the chance to sell the couple wedding bands and wedding-day jewelry as well as bridesmaid gifts. 

Your booth should be a mini version of what your customers can expect when they visit your store.

2. Use social media
After you have the dates booked for the bridal show, you should start promoting the event on social media as soon as possible.

Start with teaser content and give your audience a glimpse of what they’ll see at the show. Post photos of past shows, if you have them, as well as what you’ll be bringing to this year’s show. The goal is to build demand and participation. 

Invite attendees to stop by your booth and take a selfie for their own social media pages. Instagram, Facebook, TikTok, and Pinterest are all prime marketing channels to build buzz for the show.

3. Bring freebies
Everyone loves getting something for free. 

Use promotional giveaways, such as winning an engagement ring or matching wedding bands, as these are a great incentive for people to visit your booth.  

Swag such as tote bags (to hold all the materials and goodies they get at the show), as well as water bottles, T-shirts, etc., are always welcome. Anything printed with your jewelry store’s name, telephone number and address can be given away.  

You want the bride and groom to remember you long after the bridal show is over.

 Related stories will be right here … 

4. Give special discounts
Use the exhibition as a way to track the effectiveness of your marketing. Give visitors to your booth a special offer or promo code to use when shopping on your website or at your jewelry store. 

Don’t share this code with anyone else; it is for the bridal show only. This gives you an easy way to quantify your efforts and see just how much business the exhibition brings you. 

Once you start tracking the numbers, you might be pleasantly surprised. It also will give you a solid foundation for future shows if you decide to return as an exhibitor the following year.

5. Collect everyone’s contact details
Every person who visits your booth is a potential customer. You should engage with anyone who approaches and be available to answer their questions. People won’t just give you their name and contact details unless there’s a certain amount of trust there. 

Within the first few minutes you’re together, you have to cultivate a relationship and build rapport. Give them just enough information to satisfy their questions but leave them wanting more. 

Remember, the goal may not necessarily be to push hard for a direct sale right then and there, but rather to build a loyal base of prospects that you can continue to market to year-round.

You can’t do this unless you get their contact details. Don’t be too aggressive and scare them off!

6. Always follow up with every lead
Every lead should be treated as gold. Bridal show leads are some of the most prized opportunities to make a sale and extremely effective. Nowhere else will you find this level of engagement with potential buyers who are receptive to your sales pitch and marketing messages.  

At every touchpoint with the prospect you want to emphasize what makes your jewelry store different from everyone else and why they should buy from you.  

Don’t let a good lead go to waste. Time is of the essence. Your bride-to-be has a lot on her mind and if she doesn’t hear back from you quickly, her attention will go elsewhere.  

Your leads should be followed up within a day or so of the event, a week at the latest. Anything past this point and you risk your leads going stale.  

Think about how much you spent to exhibit and attend the show, then divide that number by how many leads you got. That’s how much they’re worth. And it’s not cheap!

To conclude, bridal shows are not for everyone. If you’re a jeweler who’s small and doesn’t have the money or resources to invest in your business then don’t stretch yourself. Focus on attracting brides-to-be into your store.  

However, if you’re one of the few forward-thinking jewelers who is committed and wants to have direct contact with a large pool of buyers all at once, then a bridal show is a smart decision. 

Follow these six simple tips and you’ll make the most of your time as well as your investment.

The Latest

Stock image of people shopping in a mall
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRF

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

Tallulah Willis’ Engagement Ring
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With Magic

The 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.

158.2-carat yellow diamond from Diavik
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond

Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Buccellati Naturalia exhibition
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in Milan

The multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.

Weekly QuizApr 03, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jewelers of America logo
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on Tariffs

The virtual event will take place April 7 at 3 p.m.

Bea Bongiasca Animali Tarallo Collection Royal Blue Tang Fish “Dory”
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a Zoo

The pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Neiman Marcus Downtown Dallas store
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For Now

Parent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.

Natural color diamonds on display at Smithsonian National Museum of History
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C.

Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.

Punchmark
Events & AwardsApr 02, 2025
Punchmark to Host Client Workshop

The educational event will take place in Charlotte, North Carolina, this May.

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
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.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
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.

×

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