ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium PricingColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the Holidays
Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Jewelry is more than just a gift for the holidays, it’s a marker of life’s biggest moments.
Yet many retailers still treat jewelry marketing like a seasonal sprint, focused only on Black Friday, Christmas, Valentine’s Day, and Mother’s Day.
But what happens during all the other days of the year? If you ignore the rest of the calendar, you’re absolutely leaving money on the table.
Let’s talk about the “gifting gap." It’s real, and it’s costing you. Big time.
Most jewelers go hard during Q4 and coast through the rest of the year. Meanwhile, your customers are always celebrating anniversaries, welcoming babies, earning promotions, graduating, and hitting major birthdays, and they’re buying gifts for every single one of those occasions.
If your jewelry store isn’t showing up with the right message at the right time, someone else will. And you'll lose out.
Here are five life moments you should be building campaigns around right now as part of your strategy:
Anniversaries
This is low-hanging fruit. If you’ve ever sold engagement rings or wedding bands, you already have a database of couples with known wedding dates. Use that.
Send automated anniversary reminders 30 days in advance. Offer a curated selection of gifts by year: gold for 1st, diamonds for 10th, and so on.
New Baby / Push Presents
Everyone loves babies, and what better way is there to celebrate a new birth than with jewelry?
Think personalized charms, birthstone pendants, and custom engravings with the baby's name.
Target your ads toward expecting couples and parents of newborns.
You could even curate a “Welcome to the World” collection to make it easy for gifting.
Related stories will be right here …
Yet many retailers still treat jewelry marketing like a seasonal sprint, focused only on Black Friday, Christmas, Valentine’s Day, and Mother’s Day.
But what happens during all the other days of the year? If you ignore the rest of the calendar, you’re absolutely leaving money on the table.
Let’s talk about the “gifting gap." It’s real, and it’s costing you. Big time.
Most jewelers go hard during Q4 and coast through the rest of the year. Meanwhile, your customers are always celebrating anniversaries, welcoming babies, earning promotions, graduating, and hitting major birthdays, and they’re buying gifts for every single one of those occasions.
If your jewelry store isn’t showing up with the right message at the right time, someone else will. And you'll lose out.
Here are five life moments you should be building campaigns around right now as part of your strategy:
Anniversaries
This is low-hanging fruit. If you’ve ever sold engagement rings or wedding bands, you already have a database of couples with known wedding dates. Use that.
Send automated anniversary reminders 30 days in advance. Offer a curated selection of gifts by year: gold for 1st, diamonds for 10th, and so on.
New Baby / Push Presents
Everyone loves babies, and what better way is there to celebrate a new birth than with jewelry?
Think personalized charms, birthstone pendants, and custom engravings with the baby's name.
Target your ads toward expecting couples and parents of newborns.
You could even curate a “Welcome to the World” collection to make it easy for gifting.
Graduations and Promotions
With the pandemic over, the world is back to celebrating these milestones in person. Celebrate with them.
Focus on timeless, entry-level pieces that mark the moment and build brand loyalty early with your jewelry store. By creating showcase displays with “Jewelry for the Graduate” or “Celebrating A Promotion,” you take the guesswork out of gifting.
Often the hardest part is making the easiest decision. Help your customers choose.
Milestone Birthdays
Turning 18, 21, 30, 40—all these ages are great reasons to give (or get) jewelry. Create campaigns that speak directly to each age group, like “Celebrate 30 with Something That Lasts Forever."
Remember, you’re not just selling jewelry, you’re helping people create memories they'll always cherish. Your store becomes part of their legacy.
Self-Purchase / "Treat-Yourself" Moments
Not every jewelry purchase needs a reason. Sometimes, it’s just about self-purchase.
Build marketing messaging that empowers your audience to celebrate their own achievements. “You've earned it!” works just as well in July as it does in December.
Some people just need a little extra push to reward themselves. Give it to them. They deserve it, don't they?
Put these ideas into action. Start by creating landing pages and gift guides tailored to each life event. These can live on your website year-round and serve as content hubs for paid ads, email, and social campaigns.
Next, build email flows that trigger based on date, occasion, or customer segment.
Someone buys a wedding band? Add them to an anniversary flow. Someone signs up for your jewelry quiz? Drop them into a jewelry campaign that educates and inspires them throughout the entire year.
Continue with layering in retargeting and display ads that reinforce your message. Run Facebook and Instagram posts that complement your other campaigns. Everything works in tandem. You get the idea.
The point is, you need to focus on the gifting gap across every marketing channel and do it year-round. Once or twice a year is simply not enough anymore. Just like any other habit, you need to do it daily. Consistency over chaos wins every time.
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
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
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 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
