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
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
