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

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

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.

Shree Ramkrishna Exports
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-Negative

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Yeprem Golden Strada Statement Necklace
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From Yeprem

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

Stock image of police cars with their lights on
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in Burglaries

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

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.

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Bernadette Mack
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive Director

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

×

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