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
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
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.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
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.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
