The Smart Lab: The Hottest Digital Marketing Trends For 2025

Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.

Emmanuel Raheb eraheb@smartagesolutions.com

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.

Get ready because 2025 is here and the digital marketing game for jewelers is evolving faster than ever before.

It’s a total transformation in how customers discover, engage, and buy your jewelry online, fueled by instant gratification and dwindling attention spans.

The days of passive scrolling are done. Now, it’s all about hitting the heart of what your audience cares about if you want to grow sales.

Here are five of the hottest digital marketing trends you need to know to kick off 2025.

1) Sustainability and ethical marketing are deciding factors.
If you think customers aren’t paying attention, think again.

Today’s shoppers (especially younger ones) demand to know exactly where their diamond came from and whether that gold chain was ethically created.

If you’re not openly sharing the origin, design process, and story behind each piece, you’re losing sales.

Consumers value relationships and future sales belong to the jewelers who don’t just talk about values but show them. Get personal.

For example, post an Instagram Reel showing the journey of your jewelry from creation all the way to your showcase.

If you do custom design, show your team at work.

Highlight collections made from recycled metals. Give your customers the full “backstage pass” to your store, a sneak peek.

When they trust your values, they’ll trust your jewelry brand and that’s gold.

“It’s all about making your customers feel seen and understood, not just sold to.” — Emmanuel Raheb

2) Micro-influencers are your secret weapon.
Let’s face it, the rising star of the mega-influencer has faded.

What really resonates now are micro-influencers, who are real people with 10,000 to 50,000 super-engaged followers who hang on their every word.

These influencers connect on a personal level, bringing authenticity that no polished celebrity endorsement can match. People want reality, not a ruse.

To use this strategy, work with local style experts who are passionate about jewelry and who have a loyal following. Have them feature a new jewelry collection or that one-of-a-kind engagement ring.

A genuine, heartfelt story will trump any “endorsements” from big celebrities. It’s all about making your customers feel seen and understood, not just sold to.

3) Customer reviews and social proof are the real deal.
Let’s be honest. Your customers trust other customers more than they’ll ever trust you, until you give them a reason to.

User-generated content (UGC) is the heart and soul of your jewelry brand’s credibility.

People want to see your pieces being worn out in the real world on real people in real situations and under natural light. That’s what convinces customers.

You have to not only sell the dream, but also show the reality.

As an idea, you can start an Instagram campaign that encourages customers to post photos with their new jewelry. Offer a small perk (maybe a future discount or gift card) just for sharing.

Create TikTok videos showcasing customer testimonials or unboxings, which are always popular.

These aren’t your run-of-the-mill reviews; they’re stories and experiences from people who’ve already said “yes!” to your jewelry store and you.

That kind of validation is priceless.