Columnists

The Smart Lab: Supercharge Your Summer Social Media Strategy

ColumnistsAug 06, 2024

The Smart Lab: Supercharge Your Summer Social Media Strategy

Emmanuel Raheb has eight tips and tricks for staying on track and sharing relevant content during the longest, hottest days of the year.

National Jeweler columnist 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.
Summer offers the perfect opportunity to supercharge your jewelry store’s social media strategy. Keeping an active social media presence during summer leads to new business, both now and later during the busy holiday season. 

While other jewelers are on vacation, you can continue to connect with your audience in deeper and more meaningful ways. 

Here are eight actionable tips and tricks to help raise your summer social media game.

1. Understand Your Social Media Audience
Understanding your audience is the cornerstone of any successful social media strategy. 

During the summer, online behavior shifts, with more people away from work and on vacation. They act and behave differently. 

For insight when creating your strategy, you'll want to analyze your social media over past years and leverage tools like Meta Insights and Sprout Social to track these changes. Go month-by-month and look at the peaks and valleys of activity.

For example, during summer months when days are longer, you might notice an increase of activity during certain days or hours as people have more free time and are scrolling through their feeds. That’s when you should shift your posting schedule. 

Use this strategy to ensure your content reaches your audience when they’re most active. It’s a simple change that can add up to big results.

2. Create Seasonal Summer Content
Creating content that resonates with your audience is critical to your success. 

Think about what they’re doing this summer—perhaps going on vacation, attending outdoor concerts and festivals, or enjoying a sunny day at the park or beach. Check your customers’ feeds and create content that aligns with what your audience is doing.

For instance, try showcasing jewelry styles that are perfect for beach outings or summer weddings, or offer styling tips that show how your best pieces can enhance a summer wardrobe and become the focal point of the perfect outfit. 

Brainstorm with your team and come up with additional ideas that highlight the fun and carefree days of summer. You want your store to be associated with positive feelings and summer is the perfect time for this.

3. Use Color to Your Advantage
Summer is all about bright colors. Use content that highlights your jewelry in the vibrant settings of the season.

For example, create a video featuring someone wearing your jewelry at a summer picnic or a series of photos with your pieces against a beautiful backdrop in the country or out in nature. 

Use natural sunlight to showcase the sparkle and brilliance of every diamond and gemstone in each piece, showcasing how they shine even brighter during the summer.

Remember, you don’t need a professional photographer or videographer to do this. A simple phone camera will do. 

If you don’t have a graphic designer on hand, there are easy design tools, such as Canva, to help you design eye-catching graphics, including summer themes that are already premade for you.

4. Run Campaigns With Relevant Hashtags
Create season-specific campaigns and use hashtags that are relevant for the summer months, like #SummerStyle, #BeachReady, or #VacationVibes to broaden your audience and significantly boost your reach.  

You’ll also want to launch campaigns around popular summer events and holidays. For instance, start a “Summer Style” campaign where customers share their summer looks featuring your jewelry with the branded hashtag of your store.  

Create contests in which customers post pictures or videos of themselves wearing your jewelry at various summer spots, tagging your store for a chance to win a gift card or a special piece from your collection. 

This not only drives more engagement, but also generates buzz.

 Related stories will be right here … 

5. Encourage User-Generated Content
User-generated content, or UGC, is one of the most powerful ways to build community and grow your business. 

Repurposing content that your audience already posts is highly effective. UGC is all about highlighting your customers’ own stories and experiences, showing how your jewelry is part of their summer fun. 

Real and authentic content like this builds trust and credibility and makes your audience feel valued. People love attention and being part of something bigger. 

Make them feel special and you’ll get the best content, which money could never buy. There’s no better testimonial than a happy customer. 

6. Optimize Your Posting Schedule and Frequency
Maintaining engagement during the summer can be hard. You or your staff may be away, but someone still has to post.

This requires pre-planning and optimizing your posting schedule ahead of time. Adjust your posting frequency to match your audience patterns. 

With the use of scheduling tools like Hootsuite or Buffer, you can plan and automate your posts, ensuring you have a consistent presence on social media without constantly being online. 

You should always have a month of content ready to go so there’s no last-minute panic about what to post. 

7. Use Interactive Content
Engaging with your audience goes beyond simply posting content. 

Make use of social media features like polls, quizzes, and livestreams to help boost engagement. 

You should be using Instagram Stories and Reels to interact with followers in real time, asking questions or sharing behind-the-scenes glimpses into your jewelry store. 

Take people inside your showcases during a livestream and show them your jewelry. People love to feel special, like they’re getting an exclusive sneak peek.

This helps to build a loyal following and creates deeper connections.

8. Monitor and Adjust Your Strategy
To ensure your success, you’ll want to regularly monitor your performance metrics.  

Track engagement rates, reach, and conversion rates using tools like Google Analytics and the dashboards within your social media panels.  

You’ll also want to read every comment on your posts and use this audience feedback to tweak your strategy, staying flexible about what’s working and what’s not.  

Which type of content are people engaging most with? What are people saying about the jewelry styles you feature? Are people asking follow-up questions?  

If a particular type of content performs well, create more of it. Conversely, pivot if something isn’t resonating properly. 

You should always be reviewing your analytics to identify top-performing posts and adjust your content plan accordingly.


As you continue to enjoy summer, remember never to let up on your social media. Always keep your foot on the pedal.  

A well-executed social media strategy isn’t something left to chance. It takes planning and persistence.  

By understanding your audience, creating engaging seasonal content, leveraging UGC, optimizing your posting schedule, and actively engaging with your audience, you can make the most of the summer months. 

Implement these tips and tricks to supercharge your social media and watch your jewelry business soar!  

Let’s make this summer the best one yet. I’ll sip to that.

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

The Latest

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

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.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

×

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