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.
More on Columnists
The Latest
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
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.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
