ColumnistsMar 18, 2025
Peter Smith: The Importance of Culture in HiringColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry
The time to start experimenting with video content is now, writes 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.
Attention spans are shrinking, and competition for eyeballs has never been fiercer. If you’re not using short-form video to market your jewelry brand, you’re already behind.
In 2025, social media is now ruled by quick, engaging content—think TikToks, Instagram Reels, and YouTube Shorts. Short-form video is the ultimate attention-grabber. It stops the scroll, allowing you to get your message noticed.
Whether you’re showcasing a new collection, highlighting the hottest trends, or promoting a sale, short-form video is the secret weapon that turns browsers into buyers.
Remember, jewelry is always deeply tied to emotions, milestones, and special occasions.
Here are three easy ways you can immediately increase your results:
1. Create urgency.
Showcase new styles and limited-edition pieces by using videos to create urgency. Use phrases like “only 5 left” or “exclusive for Mother’s Day.” People always want what they can't have and if there's a chance they might miss out, it makes them want to buy even more.
2. Feature behind-the-scenes content.
Show the making of a custom engagement ring or a sneak peek of your newest collection before it drops. You build anticipation and make customers feel like insiders. They're special.
3. Pay attention to what’s trending.
Jump on the bandwagon by keeping an eye out for viral challenges, hot trends, and pop culture moments. If people are talking about it, find a way to tie it back to your jewelry. Not only will this help your videos rank better in the search results, but you become part of the conversation.
Related stories will be right here …
In 2025, social media is now ruled by quick, engaging content—think TikToks, Instagram Reels, and YouTube Shorts. Short-form video is the ultimate attention-grabber. It stops the scroll, allowing you to get your message noticed.
Whether you’re showcasing a new collection, highlighting the hottest trends, or promoting a sale, short-form video is the secret weapon that turns browsers into buyers.
Remember, jewelry is always deeply tied to emotions, milestones, and special occasions.
Here are three easy ways you can immediately increase your results:
1. Create urgency.
Showcase new styles and limited-edition pieces by using videos to create urgency. Use phrases like “only 5 left” or “exclusive for Mother’s Day.” People always want what they can't have and if there's a chance they might miss out, it makes them want to buy even more.
2. Feature behind-the-scenes content.
Show the making of a custom engagement ring or a sneak peek of your newest collection before it drops. You build anticipation and make customers feel like insiders. They're special.
3. Pay attention to what’s trending.
Jump on the bandwagon by keeping an eye out for viral challenges, hot trends, and pop culture moments. If people are talking about it, find a way to tie it back to your jewelry. Not only will this help your videos rank better in the search results, but you become part of the conversation.
Now, optimize your video's success.
If you’re not tracking your analytics, you’re flying blind. The beauty of short-form video is that you can see in real time what’s working and what’s not.
Here are three key metrics you should focus on:
Views: How many people are watching?
Shares: Are people spreading your content?
Engagement Rate: Are viewers liking, commenting, and saving your videos?
Pay attention to what's working and what's not. Don't wait. Take action. If a video flops, move on. If a video takes off, then double down and create more content like it.
It sounds simple, but you'd be surprised how many people don't give their audience what they want but expect a different result. The data will tell you what to do. Follow it.
Short-form video is still evolving and only in its infancy; it's not slowing down anytime soon.
In the coming year, jewelry brands that embrace short-form video will thrive. Those who don’t? They’ll struggle to stay relevant. It’s that simple.
Now's the time to experiment, analyze, and refine your digital marketing strategy.
Start small with just one video if you need to, but get started. Getting results is better than being perfect. Your future customers are watching—now, make sure they’re watching YOU.
To learn more about Smart Age Solutions, visit its website or send an email to info@smartagesolutions.com.
More on Columnists
The Latest
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
SourcingMar 25, 2026
Rob Bates Steps Down as JCK News Director After 28 years with JCK, the veteran industry journalist is launching his own publication on Substack called The Jewelry Wire.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
