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
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
