ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?ColumnistsJun 30, 2025
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.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Summer may feel like a lull in the jewelry industry, but Q3 is actually the best time to prepare for a successful holiday season.
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.
Related stories will be right here …
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.
More on Columnists
The Latest
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
