Columnists

The Smart Lab: 5 Marketing Strategies for Becoming Your Area’s Go-To Jeweler

ColumnistsApr 02, 2024

The Smart Lab: 5 Marketing Strategies for Becoming Your Area’s Go-To Jeweler

Seasonal promotions and partnering with other small businesses are among Emmanuel Raheb’s tips for raising your store’s local profile.

National Jeweler columnist and Smart Age Solutions CEO Emmanuel Raheb
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Forget about trying to compete with the whole world; the key to your jewelry store’s success is winning over your local audience. 

Today, hyperlocal marketing and increasing your profile will do more to affect your business than a viral post that goes global. 

Think about it. Who’s more likely to walk into your store, someone who lives half a world away or someone who lives right down the street? 

Increasing your digital visibility in your own neighborhood is your key to success, becoming the cherished jeweler for every special occasion or personal milestone. 

Here are five marketing strategies to help you become the go-to jewelry store in your area.

1. Target both branding and lead generation campaigns in your marketing.

Your jewelry store’s brand is more than just your logo and tagline, it’s what you promise your customers. 

It’s your commitment to delivering a positive and magical experience every time someone walks through your door. 

By showcasing your unique personality and expertise, you’ll attract customers who resonate with your values and match your store’s brand. 

Once your store’s local brand is established, you’ll want to layer on targeted lead generation campaigns to help capture this audience.

One example of a lead generation campaign that is always successful is a seasonal promotion. 

Graduation time is approaching. Design a campaign targeting local graduates with a “Celebrate Your Success” promotion featuring classic watches, gold lockets, or other jewelry gifts. 

This type of direct-response campaign helps you capture and nurture those connections so you can later convert them into loyal fans of your jewelry store.

Both types of campaigns (branding and lead generation) are important to include in your marketing strategy. They serve two different purposes that combine to help you succeed.

2. Create local strategic partnerships.

No one succeeds alone so don’t operate in a silo. Connect with other local businesses that align with the type of customers you want to attract. 

For example, you could partner with a local tailor for an event offering a discount on a men’s suit paired with a tie clip or cufflinks from your store.

Another example is to partner with a wedding planner for an event showcasing your engagement rings and wedding bands alongside other wedding vendors. Turn it into a brunch or a wine and cheese event to make it fun for brides-to-be to attend. 

These types of strategic partnerships not only introduce you to new customers at very little cost but also help build trust and your jewelry store’s reputation within the community. 

3. Analyze your customers’ feedback.

Always remember, your customers are your best source of business intelligence. Harness the power of your customers’ feedback that goes beyond basic analytics.  

Look at your reviews—both glowing and critical—on Google, Yelp, and Facebook.  

Analyze your social media comments on Facebook, Instagram, TikTok, and Pinterest. 

 Related stories will be right here … 

What is the overall tone and feeling about your store? What are people saying about your styles? Is the feedback more positive or negative, and what is the response from the other commenters?

Through sentiment analysis like this, you’re listening in real time to a conversation about your jewelry store. 

Use this critical feedback to identify areas where you can improve. Double down on what’s working and jettison what’s not. There’s no better “crystal ball” you can use. 

4. Focus on what you do best.

Embrace your niche and what your jewelry store does best to dominate your local city or town. Dedicate your marketing efforts to the areas where you shine and are an authority. 

Does your store have a savvy jewelry buyer who follows the latest trends? Does a fashion or styling expert work at your store? 

Do you carry the widest selection of luxury watches in your area? 

Do you carry vintage or estate jewelry? 

Do you specialize in custom engagement rings? 

Whatever “your thing” is, capitalize on it.

By showcasing your expertise and focusing on what makes your jewelry store special, you position yourself as a trusted resource and the go-to jeweler for those special moments.

5. Always use fresh creatives in your marketing.

Fresh, local content helps keep you top-of-mind. Don’t let your audience forget about you.  

Maintain a consistent social media presence with high-quality, locally inspired photos and videos. What’s popular in your neighborhood? Is there a certain style or trend that resonates with your customers?  

You can capture the local flavor of your store with beautiful product photography featuring nearby landmarks or you could hire local well-known influencers to wear your jewelry to grow your store’s image.  

Try featuring your newest styles in posts highlighting how they complement a night out at a trendy local restaurant. Whatever the hot spot in your area is, you want to be there.

By keeping your content fresh, you’ll stay top-of-mind with local customers and solidify your place as the jewelry store of choice.

By implementing these five marketing strategies, you’re not just attracting new customers, you’re building long-term relationships.  

Your store becomes a familiar and trusted destination within the community, a place where friends and neighbors celebrate life’s special moments with the perfect piece of jewelry.  

Remember, your local community is your greatest resource. Embrace it, connect with it, and watch your jewelry business soar!

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

×

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