ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryColumnistsJan 07, 2025
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 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 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.
4) Shoppable videos turn views into instant sales.
Forget the old “see link in bio” routine. For 2025, it’s all about closing the sale right inside the video instead of sending people elsewhere.
TikTok and Instagram have streamlined the shopping experience so viewers can buy at the exact moment their heart skips a beat.
One second they’re watching a model show off a new holiday collection and the next they’re checking out, all within the app. It’s that fast.
Lean in on this. Produce videos that whisk your audience away to a dreamy dinner party or a festive event, all while highlighting your must-have jewelry styles.
You want to bring your customers into the future they’re imagining for themselves.
Make sure to tag every product on every post and add a time-sensitive call to action, such as “shop now for holiday delivery,” to make it irresistible.
The more fun and frictionless it is for people to checkout, the more they’ll buy.
5) Good storytelling forges emotional bonds.
Let’s be honest, customers can buy jewelry from anywhere. What sets your jewelry business apart is the story you tell.
They’re not just buying earrings; they’re buying into a moment, a memory, an emotional connection.
When you can convincingly convey the soul of your brand and the craftsmanship behind each piece, you stop being “just another jewelry store” and start becoming a meaningful part of everyone’s lives.
Showcase a custom engagement ring you created and walk them through the process, from the first consultation to that emotional proposal moment.
Let your customers feel the love, the care, the artistry behind each piece. Stories like these give your brand depth and purpose. People respond to that.
Yes, in 2025 everything with digital marketing has changed, but the core principles have always remained the same: build trust, connect authentically, and make it easy for customers to say, “I’ll take it!”
Remember, your jewelry store isn’t just another business, it’s a destination for memories, emotions, and family.
When you build trust, you don’t just sell jewelry, you create lifelong relationships with each and every customer. And that’s the most powerful trend of all!
More on Columnists
The Latest
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
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.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
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.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
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.
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.
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.
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.
