Columnists

The Smart Lab: Tips for Preparing for Your Best Q4 Yet

ColumnistsOct 22, 2024

The Smart Lab: Tips for Preparing for Your Best Q4 Yet

From prioritizing the customer experience to optimizing inventory, columnist Emmanuel Raheb shares the keys to a successful holiday season.

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.
Every jeweler knows Q4 isn’t just another quarter—it’s the big one. 

With the holiday shopping season and an increase in engagements, successful jewelers know that Q4 can make or break the year. 

It’s when customers are on the hunt for the perfect gifts, special pieces to commemorate life’s most significant moments, and, of course, engagement rings for holiday proposals.

But, let’s face it, the economic landscape has been challenging. However, don’t lose hope. With the right strategy, you can still make this your most profitable year yet. 

It’s all about preparation, optimizing your approach, and leveraging digital marketing to drive new traffic and sales. 

Here’s what you can do now to ensure that you end the year on a successful note.

1. Optimize Your Inventory
The biggest key to a successful Q4 is having the right jewelry styles on hand. Start by analyzing your past sales data to determine which items were your bestsellers in previous Q4s. 

For example, if diamond stud earrings and stackable rings were hot sellers last year, stock up early and prepare your marketing around these high-demand items.

But don’t stop there, think about seasonal trends. What jewelry items are people likely to buy as gifts? Introduce limited-edition, holiday-themed collections that can create urgency.

For instance, you could offer a special line of holiday charms or customized birthstone pieces, marketed as “only available this holiday season.” The scarcity factor encourages customers to act fast.

Level-up your jewelry marketing by creating your own holiday gift guide and pairing it with a social media campaign that highlights your seasonal bestsellers. Use phrases like “Limited stock available” or “Once they’re gone, they’re gone” to tap into the urgency that drives holiday shopping. The fear of missing out is a very powerful motivator!

2. Review Your Marketing Strategy
Q4 is all about visibility. You need to be where your customers are, and that means getting your marketing message in front of them at the right time.  

Develop a holiday-focused digital marketing strategy that covers all your bases (pay-per-click, social media, influencer, and email marketing).

For example, start your email marketing campaigns early. Segment your audience and send targeted emails based on past purchase behavior.  

If a customer bought a gold bracelet from you last holiday season, send them an email this year suggesting matching earrings or a necklace, highlighting that it’s the perfect complement to last year’s gift. 

Go deep and review every past sale. Personalization is key to making your emails feel thoughtful and be relevant.

On social media, you want to focus on your most visually stunning styles.  

Jewelry is all about presentation, so don’t be afraid invest in high-quality photos and videos that showcase your pieces in the best light.

For instance, create a series of Instagram stories that walk your audience through the top 5 holiday gifts in your showcase, and use a special promo code paired with an effective call-to-action to drive them back to your site.

Don't overlook the power of pay-per-click (PPC) advertising to quickly drive targeted traffic to your site.  

Tailor your PPC campaigns with targeted keywords related to holiday jewelry shopping, such as “luxury holiday gifts” or “custom engagement rings.” 

Optimize your bids to ensure maximum visibility during peak shopping times and create compelling ad copy that captures the attention of buyers exactly when they're ready to purchase. A well-timed PPC campaign turns searches into sales.

You’ll also want to consider collaborating with local influencers who can reach your target audience. 

Find influencers in your community who can feature your holiday collections in their own gift guides or personal stories. People trust local recommendations, and this can drive additional foot traffic to your store through their endorsements.

 Related stories will be right here … 

3. Focus On The Customer Experience
The holidays are a busy time, and the customer experience (whether in-store or online) can make all the difference in securing a sale. The goal is to create a memorable shopping experience that makes customers feel special.

Consider offering personalized services like free gift wrapping, custom engraving, or even personal shopping assistance in-store. 

When a customer purchases from you, include a handwritten card to add a personal touch, or even lifetime free jewelry cleanings (to get them to come back to your store every year). These little details can turn a one-time customer into a loyal repeat buyer.

You’ll also want to improve your customer service. One way to increase your conversion rate is to offer live chat support so customers can get answers in real time, especially for big-ticket items like engagement rings or custom pieces.

If a potential buyer has a question about a ring’s customization options, having someone ready to assist can mean the difference between an abandoned cart and a completed sale.

Here’s another simple but effective tactic: offer gift guides directly on your website. Create sections like “Gifts under $500” or “Jewelry for him,” etc. making it easy for customers to navigate and find the perfect piece without feeling overwhelmed. You’ve already done the shopping for them!

4. Grow Your Online Sales
The shift to online shopping is undeniable, and Q4 is prime time to take advantage of increased traffic.   

Start by ensuring that your website is mobile-optimized. More than half of online shopping now happens on mobile devices, and a slow or clunky mobile site can turn potential buyers away instantly.

Create online-only exclusive promotions to incentivize early holiday shopping.  For example, offer free shipping for the first 10 customers or a 10 percent discount for purchases made before Dec. 1.  

These promotions encourage customers to shop early, which helps you manage your jewelry inventory and cashflow more efficiently.

Another strategy to boost online sales is hosting virtual trunk shows or live shopping events. Set up a live event on Instagram or TikTok where you showcase your new holiday collections, answer customer questions in real-time, and offer exclusive discounts for attendees.

Virtual events are a great way to engage with your audience and recreate the in-store experience for people who prefer to shop online.

For example, during the live event, you could say, “For those watching right now, we’re offering 15 percent off any purchase from our holiday collection. This discount is only available during the show.” Live content is preferred by Facebook, Instagram and TikTok, so your reach will be bigger and go further than a standard post.  

In conclusion, Q4 is your time to shine, literally and figuratively. With the right preparation and strategies, you can make this the best quarter yet for your jewelry business. 

By optimizing your inventory, refining your marketing efforts, improving your customer experience, and leveraging your online sales, you’re setting yourself up for success during the busiest time of the year.

Start planning now and watch your jewelry business flourish this Q4. 

The holidays will be here soon. Are you ready to make them count?

The Latest

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Weekly QuizMay 22, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

Stock image of police cars with their lights on
CrimeMay 23, 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.

Bliss Lau Bright Ring
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ Ring

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

GIA pearl report
GradingMay 23, 2025
GIA Updates Pearl Classification System

The lab has adjusted the scale it uses for nacre grading.

GCALbySarine Diamond Journey Certificate_1872x1052.jpg
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the Spotlight

Sponsored by GCAL by Sarine

The late West Virginia jeweler David Ettinger
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO Show

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

Watches of Switzerland store in Mall of America
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14%

The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.

Jorge Adeler, Wendy Adeler, Valentina Adeler
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 Years

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

Jose Hess Design Awards 2025 Trophy
Events & AwardsMay 22, 2025
Jose Hess Design Awards Announce Judges

The nonprofit elected five judges who will decide the winners of its design competition.

MJSA 2025-2026 Buyer’s Guide
MajorsMay 22, 2025
MJSA Releases 2025-2026 Buyer’s Guide

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

Bulgari Invisible Violet Necklace and Rainbow Flow Necklace
CollectionsMay 21, 2025
Bulgari Highlights Its Colorful Past in Phenomenal ‘Polychroma’ Collection

The jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.

Beyoncé bolo tie necklace
MajorsMay 21, 2025
Beyoncé Dons Brilliant Earth Necklace During Cowboy Carter Tour

The bolo tie necklace is inspired by “Queen Bey” and set with a nearly 15-carat black diamond.

Gem Legacy logo
SourcingMay 21, 2025
Gem Legacy Expands Advisory Council

The nonprofit focused on mining communities in East Africa has added three new members to its advisory council.

Annie Doresca
MajorsMay 20, 2025
Annie Doresca to Lead DCA as New CEO, President

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

QVC Group logo
FinancialsMay 20, 2025
QVC Group to Voluntarily Delist from Nasdaq

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

Luis Morais Miami Beach Flagship Interior
IndependentsMay 20, 2025
Luis Morais Opens Flagship, Launches Collection Celebrating 25 Years

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.

Exterior of Tanishq Santa Clara Storefront
MajorsMay 20, 2025
Tanishq Opens Seventh U.S. Store

Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

New Cartier store at Los Angeles airport
FinancialsMay 19, 2025
Jewelry Sales a Standout for Richemont in 2024

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.

×

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