ColumnistsFeb 12, 2025
Peter Smith: 9 Store Manager Archetypes ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on Pinterest
Pinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
As a visual search engine, Pinterest is a gold mine for jewelry brands that want to get noticed, capture new customers and grow their sales.
With its rich, image-focused interface, Pinterest serves not only as just another digital platform, but also a place where many people start their shopping journey by getting ideas and saving their favorite jewelry styles.
By fine-tuning your strategy, you can transform your digital marketing to capture the customer’s eye as well as their imagination.
Here are five ways to improve and grow your Pinterest channel.
1. Fine-Tune Your Profile for Maximum Impact
Make sure your Pinterest profile is optimized for discovery and engagement.
Use a high-quality logo with the dimensions of 165 x 165 pixels.
When uploading your logo, it’s important to ensure the image remains clear and recognizable even at this relatively small size, as it’s displayed on your profile page and might appear even smaller in other sections of the platform, such as comments or pins.
Remember, Pinterest displays your profile picture as a circle, so make sure nothing is cut off within the circular crop.
Also, your page description should be keyword-optimized and packed with search terms such as “luxury jewelry” or “custom engagement rings” to improve your SEO and draw in the right audience.
Always be sure include your website’s link near the top of your description (before the cutoff) to make it easy for customers so they don’t have to search.
2. Create Pins That Captivate and Convert
Your pins should not only capture attention but also drive action.
Use high-quality, professional photos that highlight the unique details of your jewelry, like close-ups on the intricate setting of a diamond ring or adding extra light to enhance the vibrant color of gemstone earrings.
With each image, include compelling descriptions and clear calls to action, such as “Explore Our Collection” or “Discover Your Favorite Style.”
This approach not only draws attention, but also piques curiosity and encourages pinners to engage with you. Make every pin share-worthy.
Related stories will be right here …
With its rich, image-focused interface, Pinterest serves not only as just another digital platform, but also a place where many people start their shopping journey by getting ideas and saving their favorite jewelry styles.
By fine-tuning your strategy, you can transform your digital marketing to capture the customer’s eye as well as their imagination.
Here are five ways to improve and grow your Pinterest channel.
1. Fine-Tune Your Profile for Maximum Impact
Make sure your Pinterest profile is optimized for discovery and engagement.
Use a high-quality logo with the dimensions of 165 x 165 pixels.
When uploading your logo, it’s important to ensure the image remains clear and recognizable even at this relatively small size, as it’s displayed on your profile page and might appear even smaller in other sections of the platform, such as comments or pins.
Remember, Pinterest displays your profile picture as a circle, so make sure nothing is cut off within the circular crop.
Also, your page description should be keyword-optimized and packed with search terms such as “luxury jewelry” or “custom engagement rings” to improve your SEO and draw in the right audience.
Always be sure include your website’s link near the top of your description (before the cutoff) to make it easy for customers so they don’t have to search.
2. Create Pins That Captivate and Convert
Your pins should not only capture attention but also drive action.
Use high-quality, professional photos that highlight the unique details of your jewelry, like close-ups on the intricate setting of a diamond ring or adding extra light to enhance the vibrant color of gemstone earrings.
With each image, include compelling descriptions and clear calls to action, such as “Explore Our Collection” or “Discover Your Favorite Style.”
This approach not only draws attention, but also piques curiosity and encourages pinners to engage with you. Make every pin share-worthy.
3. Implement Rich Pins to Increase Conversions
Rich pins are invaluable because they automatically update your pins with information from your website, such as product descriptions, price changes or product availability.
Whenever you make a change, Pinterest changes.
For example, if you’re selling an exclusive diamond bracelet and it goes on sale, the rich pin will update this information in real time, ensuring your potential customers can make a buying decision immediately and have the most current data without ever leaving Pinterest.
Go from channel to check-out in just one click.
4. Diversify Your Boards to Capture Different Customers
Segment your Pinterest boards to cater to various customer preferences and upcoming occasions.
For example, create boards such as “Engagement Ring Ideas,” “Jewelry Gifts For Valentine’s Day” or “Trending Styles.”
Each board should target a different demographic or style preference, like a board dedicated to
“Sustainable Jewelry” featuring “eco-friendly” pieces that attract environmentally conscious consumers.
The possibilities are endless depending on how creative you are and how deep you want to go.
This strategy organizes your jewelry by theme and showcases the diversity of your merchandise, appealing to many different types of customers.
5. Leverage Pinterest Ads to Reach New Audiences
Take full advantage of Pinterest’s advertising capabilities to ensure your most compelling pins reach beyond your current followers.
Targeting options allow you to refine who sees your ads based on their interests, search behaviors, and previous interactions with your page.
For example, if you’re promoting a Mother’s Day jewelry collection, you can use Pinterest ads to target users who are searching for Mother’s Day gifts, engaging with similar content, or have previously shown interest in related styles.
This targeted approach puts your pins directly in front of people who are most likely to purchase and turbocharges your reach.
In summary, treat Pinterest as your stage and make sure every pin spotlights the uniqueness and beauty of your jewelry brand. You have the potential to capture a global audience, turning aspirational browsing into actual sales.
With the right marketing strategy in place, you’re only one good pin away from your next customer.
More on Columnists
The Latest
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
