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
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
