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.
Editors' Picks
Sponsored by
More on Columnists
The Latest
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
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.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
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.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
