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.
Editors' Picks
Sponsored by
More on Columnists
The Latest
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.
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.
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.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship WinnersThe organization has awarded a total of $42,000 through its scholarship programs this year.
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging DesignersThe winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright BaublesAs summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in QueensMoshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities ManagerXavier Dibbrell brings more than a decade of experience to the role.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
