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
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
