ColumnistsMar 01, 2023
Squirrel Spotting: Human Connection and the Retail Experience 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.
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 …
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.
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.
More on Columnists
The Latest
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
