The Smart Lab: Using Online Events to Supercharge Sales
Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

Online events are one of the best ways for jewelry retailers to connect, sell, and keep customers coming back for more.
It’s how you can reach new customers and continue to grow your brand, boosting engagement, driving new sales, and cementing your customers’ loyalty.
Why Online Events Matter
Online events give you access to a much bigger and wider audience beyond your local city or town.
Think about it: Your current “audience” are the people who walk into your store, but when you host online events, you attract new couples, people looking for gifts to buy, and jewelry enthusiasts from around the world.
This isn’t just about exposure; it’s about forging real connections with people.
When you host an event that showcases your jewelry store’s story, from your design process to the styles you carry and your commitment to craftsmanship, you create excitement and build trust.
And trust, as we all know, is the currency of the jewelry business.
Choosing the Right Platform
To host a successful online event, it’s important to know that not all platforms are created equal.
For a live, spontaneous feel, platforms like Instagram, Facebook, TikTok, or YouTube work well if you want to just pop on there and keep things casual. They’re where your audience already hangs out.
If you want a more high-end, structured, and interactive environment, platforms like Zoom or Google Meet are your go-to. They also allow you to collect the email address and contact information of everyone who signs up and they have a much more “exclusive” feel.
Anyone can “go live” and wing it on social media, but this is a special event reserved only for the “insiders” who sign up. It’s a whole new level of engagement.
A good strategy is to use your social media platforms for more casual live content, then switch over to Google or Zoom for more exclusive long-form special events. They work well together.
Pre-Event Planning and Promotion
Preparation is everything. Start by setting clear goals. Are you aiming for a spike in jewelry sales? Looking to boost your store’s brand awareness? Or perhaps you just want to build a relationship with your audience so they can get to know you better?
Once your objective is set, create an irresistible event theme. It could be a new collection launch, a sneak preview of your latest showcase with your best deals, or even a jewelry cleaning or care workshop.
The theme is your hook to get people to tune in. Think about what your customers would want to see that would make them go, “wow!”
You could even come up a few event ideas and have your audience vote for the best one. Make them feel like they’re part of the planning. You’ll get more attendees this way.
To maximize your audience, you’ll want to promote the event aggressively. This is where you can leverage your social media channels to create excitement and drive traffic back to your sign-up page.
Use a countdown clock to build anticipation and a mention that there’s only a limited number of slots to get people to act fast and sign up. (Depending on the type of event, you may want to keep things small so everyone gets attention.)
Send exclusive email invites to your loyal customers with a sense of urgency, something along the lines of “VIP Early Access.”
The key is to create buzz that gets people excited and eager to attend. Always give your audience something to look forward to.
Event Engagement Strategies
When it’s go time, don’t just talk to your audience, engage them.
Use features such as polls and quizzes to get people talking. Encourage people to ask questions in the live chat or to leave a comment.
If the event is a new collection launch, invite viewers to vote on their favorite piece. And remember to always use high-quality lighting and make sure to showcase your jewelry from all angles as you move the camera around to capture every detail.
You know that people love seeing behind-the-scenes content.
Don’t be afraid to take your audience into the other areas of your store where the “magic” happens. Show your jewelry artisans at work or give them a glimpse into your design process.
Finally, be personable as well as get personal. Always try to respond to everyone’s comments, and address questions in real time, creating a back-and-forth dialogue that makes every attendee feel like a VIP.
Even though your audience is large, you’re really speaking directly to just one person. Make them feel important and they’ll remember you.
Post-Event Follow-Up
Of course, your event doesn’t end when the live stream stops. Be sure to send out thank-you emails that recap the highlights from the event.
As an added strategy, you can include an exclusive offer for those who attended, incentivizing them to buy.
To improve your next event, you’ll want to solicit feedback via a survey to understand what worked and where you can improve.
Your audience will tell you what they liked and what they didn’t. Next time, you’ll know exactly what they want and can refine your approach.
It’s no secret that online events are reshaping the jewelry retail landscape. They offer a direct, engaging way to connect with your audience, showcase your jewelry store’s unique story, and drive new sales.
Embrace online events with an open mind and a willingness to try something new even if it isn’t perfect the first time around.
You’ll be amazed how wide and how far your online events can take you.
Let’s get started, your audience is waiting.
The Latest

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.

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

“The Jewelry Book” comes out this September.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

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


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

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

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

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

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

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

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The event is set for May 16-19 in Detroit, Michigan.

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

The organization has also announced this year’s slate of judges.

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker started at Williams Jewelers when she was 18 years old.

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

The winning designs captured the “Radiance” theme.