The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales
The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

While competitors are on vacation or coasting on autopilot, the smartest jewelers are quietly laying the groundwork for their biggest Q4 ever.
Here’s the truth: if you wait until October to get serious, you’ve already lost. By then, ad costs are skyrocketing, inboxes are flooded, and your audience is already being courted by other jewelry brands that planned ahead.
Q3 gives you something no other quarter does—time. No major shopping holidays, no chaotic shipping timelines, no last-minute creative scrambles. Just a golden window to audit your business, refresh your marketing, and build your momentum.
Start by cleaning house.
All of your website’s jewelry product pages should be polished and keyword-optimized, with updated titles, clear descriptions, and high-quality photos of every style from every angle.
If you haven’t looked at your holiday SEO terms since last year, now is the time. Think gift-focused phrases like “jewelry gifts under $500,” “holiday engagement ring ideas,” and “his and hers bracelet sets.”
If your content doesn’t speak directly to seasonal intent, it won’t convert when it counts.
Next, look at your automations.
Does your email system have a wishlist reminder flow? Do you send gift guide emails in early November? What happens when someone browses and doesn’t buy?
These aren’t nice-to-haves, they’re your silent salespeople. Build them now, test them early, and let them work for you when the real traffic starts flowing.
And finally, stop winging your promotions.
Q3 is the time to map out November and December with the utmost precision.
What’s your Black Friday offer? When does it launch? What’s your email marketing sequence? What’s going on social, and what do your paid ads look like?
Create a calendar you can actually execute, and give yourself the room to get creative, not reactive.
Here’s a smart timeline to follow:
June: Audit your website. Update your top-selling products and clean up your SEO. This is your digital storefront, so make it shine.
July: Start building buzz. Run lead-generating campaigns, build your email list, and tease what’s coming soon. Use quizzes, giveaways, or promos that promise “early access.” People love to be the first to know.
August: Warm up your audience. Send helpful and educational jewelry content. Show off your custom craftsmanship. Share your best customers' stories. By the time Q4 hits, you’ll already be top-of-mind and trusted.
The jewelers who win the holiday season aren’t the ones who scramble in November. They’re the ones who prepared in Q3 when no one else was watching.
To learn more about Smart Age Solutions and its tools for jewelry marketing, visit its website or email at info@smartagesolutions.com.
The Latest

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.


The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.