ColumnistsApr 29, 2025
Google Ads vs. Social Media Ads: Which Are More Effective?ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and Beyond
Connecting with your customers throughout the year is key to a successful holiday marketing push.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Mother’s Day is one of the biggest jewelry-selling holidays of the year, second only to Black Friday and the holidays. It’s the perfect time to capture new customers.
But here’s the part most retailers don’t think about: what happens after Mother's Day ends? How do you keep that momentum going when the sales fade and the foot traffic quiets down? The secret to success is building a seasonal marketing strategy that doesn’t stop when the flowers wilt.
Seasonal marketing isn’t just about big campaigns and flashy promotions. It’s about showing up consistently and being there when your customer is ready to buy, connecting with them throughout the year. You want to always stay top-of-mind, showing customers that you care. This is important for any business but for jewelers, this matters even more.
Jewelry is personal. It marks milestones such as Mother’s Day, Valentine’s Day, Christmas, anniversaries, birthdays, graduations, and other events. Every moment can be an opportunity if you pay enough attention.
To win on the big day, you need to think beyond the occasion itself and the initial sale. Start early. Begin building a campaign that teases and excites people weeks ahead of time.
Social media isn’t just a “nice-to-have,” it’s the new storefront window. Your customers are scrolling, but are they seeing you? Post behind-the-scenes content. Show the craftsmanship of your jewelry. Tell the story of your favorite pieces, who they’re for and why your jewelry is the perfect choice.
Also, be sure to use email marketing. It's your direct line, don’t waste it. Send countdown reminders as the date approaches. Suggest gifts by budget and price points. Offer something exclusive for your VIP customers on your mailing list.
Remember, a person's greatest desire is to feel seen. They want to be heard and feel assured that they've made the right decision. They want jewelry that means something to them as well as their loved ones.
As the date approaches, continue to push across every marketing channel and when Mother’s Day week actually hits, it's go time. Push harder. Promote last-minute gift ideas. Make it easy to buy. Remind customers you offer express shipping or in-store pickup. People forget, so keep reminding them.
Related stories will be right here …
But here’s the part most retailers don’t think about: what happens after Mother's Day ends? How do you keep that momentum going when the sales fade and the foot traffic quiets down? The secret to success is building a seasonal marketing strategy that doesn’t stop when the flowers wilt.
Seasonal marketing isn’t just about big campaigns and flashy promotions. It’s about showing up consistently and being there when your customer is ready to buy, connecting with them throughout the year. You want to always stay top-of-mind, showing customers that you care. This is important for any business but for jewelers, this matters even more.
Jewelry is personal. It marks milestones such as Mother’s Day, Valentine’s Day, Christmas, anniversaries, birthdays, graduations, and other events. Every moment can be an opportunity if you pay enough attention.
To win on the big day, you need to think beyond the occasion itself and the initial sale. Start early. Begin building a campaign that teases and excites people weeks ahead of time.
Social media isn’t just a “nice-to-have,” it’s the new storefront window. Your customers are scrolling, but are they seeing you? Post behind-the-scenes content. Show the craftsmanship of your jewelry. Tell the story of your favorite pieces, who they’re for and why your jewelry is the perfect choice.
Also, be sure to use email marketing. It's your direct line, don’t waste it. Send countdown reminders as the date approaches. Suggest gifts by budget and price points. Offer something exclusive for your VIP customers on your mailing list.
Remember, a person's greatest desire is to feel seen. They want to be heard and feel assured that they've made the right decision. They want jewelry that means something to them as well as their loved ones.
As the date approaches, continue to push across every marketing channel and when Mother’s Day week actually hits, it's go time. Push harder. Promote last-minute gift ideas. Make it easy to buy. Remind customers you offer express shipping or in-store pickup. People forget, so keep reminding them.
Once Mother's Day is over and the dust settles, don’t disappear. That’s where most jewelers drop the ball. They let momentum die the second the day ends.
Remember, you’ve just had dozens, maybe hundreds, of customers walk through your door or click “add to cart.” That’s not the end of the transaction. That’s the beginning of a new relationship. Think about how much this customer is potentially worth over their lifetime.
Follow up. Send thank you notes (actual handwritten ones if you can) or a well-crafted email that doesn’t just say “thanks,” but offers something else, such as a suggestion for Father’s Day, graduation, or another jewelry piece that pairs beautifully with what they just bought. You should always be upselling.
Show customers that you’re paying attention. Introduce your loyalty program if you have one or start one if you don’t. Give them a reason to come back to your store (points, perks, early access, exclusive designs). Make it feel personal, because when people feel valued, they return.
Most importantly, learn from what just happened after the occasion. Pull your numbers. What styles sold well? What emails got clicks? What social media posts got engagement? What didn’t move at all? Don’t guess when you can know.
Ask your customers for feedback. You’ll be amazed what they'll tell you when you simply reach out. Then apply that knowledge to the next occasion. Maybe it’s Father’s Day, maybe a graduation push, or even a summer “just because” campaign. Keep the rhythm going.
Seasonal marketing isn't a one-time thing. It's a continuous cycle.
The jewelers who succeed aren’t just the ones with the flashiest ads or biggest budgets. They’re the ones who plan ahead, adapt quickly, and know how to connect with their customers, continuing to do so even after big sales events.
You need a strategy that sees beyond the spikes and builds year-round loyalty. Marketing isn’t about getting it right the first time, it’s about improving things every time.
Remember, you don’t need to be perfect to win, just persistent.
Editors' Picks
Sponsored by
More on Columnists
The Latest
FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
