ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social MediaColumnistsApr 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.
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 …
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.
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!
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!
More on Columnists
The Latest
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
Weekly QuizApr 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
Policies & IssuesApr 10, 2025
Trump Presses Pause on Higher Tariffs for 90 DaysAn across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.
MajorsApr 10, 2025
Brilliant Earth Taps Influencers, Their Moms for Mother’s Day CampaignBrigette Pheloung and Tania Sarin, and their mothers, star in the campaign wearing medallions they co-designed.
MajorsApr 10, 2025
Pary LeVian, Matriarch of the LeVian Family, Dies at 96LeVian is remembered for her unwavering commitment to her family, community, and helping others.
Events & AwardsApr 10, 2025
Hamptons Jewelry Show to Debut This SummerThe retail show is open to the public and will run July 24-27.
EditorsApr 09, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
MajorsApr 09, 2025
Tiffany & Co. Opens Flagship in BrazilThe new store in the upscale Iguatemi São Paulo mall is the storied brand’s first flagship in Brazil.
AuctionsApr 09, 2025
Bonhams to Offer Selection of Chaumet JewelsThe pieces span from the Art Deco period to the 1970s and will go up for auction at the Paris Jewels sale later this month.
MajorsApr 09, 2025
Pandora Names Tyla as Its New Brand AmbassadorThe Grammy-winning singer-songwriter, who is set to perform at Coachella this month, also debuted a curated selection from the brand.
WatchesApr 08, 2025
Here Are the New Rolex Watches for 2025The introductions include the Land-Dweller, Rolex’s first new model since 2012, as well as several new dials for its classic timepieces.
MajorsApr 08, 2025
Willis Cowlishaw, Zale Executive and Mentor to Many, Dies at 98Cowlishaw earned a degree in horology after serving in World War II, working at one of the first Zales stores in Tulsa, Oklahoma.
AuctionsApr 07, 2025
182-Carat Paraíba-Type Tourmaline Heading to Auction in Hong KongBonhams will offer the “Kat Florence Lumina” at its May 22 jewelry auction.
