SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an Afterthought
Emmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Every year it plays out the same way.
Mother’s Day gets closer and jewelry stores suddenly “turn on” their marketing.
A homepage banner goes up. A few emails get sent. Social media gets active for a couple of weeks. Some ads are launched.
Then it all winds down as quickly as it started, and for a moment, it feels like “marketing” is happening.
But, if you look closely at what’s being done, most of it is surface level. The issue isn’t that jewelers aren’t showing up online; it’s that they’re not building anything that really converts.
Start with the website.
In most cases, the homepage gets a seasonal banner and a link to a generic Mother’s Day page. That page usually contains everything from low-ticket gifts to high-end jewelry pieces intermingled.
This doesn’t help anyone decide. It just creates more friction.
A better approach is simpler. On the homepage, you want to create clear entry points based on shopping intent, not just a single collection.
Include sections based on different price points such as jewelry under $500, gift ideas for first-time moms, and in-stock jewelry for last-minute shoppers.
Each area should lead to a small, curated group of products, not a hundred options. Have 20 or fewer pieces of jewelry, handpicked by you.
Your website’s main job is not to showcase everything. It is to narrow your customers’ options to help them decide.
Related stories will be right here …
Mother’s Day gets closer and jewelry stores suddenly “turn on” their marketing.
A homepage banner goes up. A few emails get sent. Social media gets active for a couple of weeks. Some ads are launched.
Then it all winds down as quickly as it started, and for a moment, it feels like “marketing” is happening.
But, if you look closely at what’s being done, most of it is surface level. The issue isn’t that jewelers aren’t showing up online; it’s that they’re not building anything that really converts.
Start with the website.
In most cases, the homepage gets a seasonal banner and a link to a generic Mother’s Day page. That page usually contains everything from low-ticket gifts to high-end jewelry pieces intermingled.
This doesn’t help anyone decide. It just creates more friction.
A better approach is simpler. On the homepage, you want to create clear entry points based on shopping intent, not just a single collection.
Include sections based on different price points such as jewelry under $500, gift ideas for first-time moms, and in-stock jewelry for last-minute shoppers.
Each area should lead to a small, curated group of products, not a hundred options. Have 20 or fewer pieces of jewelry, handpicked by you.
Your website’s main job is not to showcase everything. It is to narrow your customers’ options to help them decide.
Now look at your social media. Every jewelry store post styles, that’s expected. The problem is there’s no structure behind it.
Instead of random posts, you want to have a theme.
One week, show “pieces she’ll wear every day.”
Another week show “matching jewelry sets” or “gift ideas for which you don’t need to know her size,” meaning necklaces and earrings.
Show the same inventory you’ve always had but presented in a curated way with different entry points.
Repetition counts. Customers usually don’t buy based on one post. They act after seeing you consistently, showing up multiple times in different places leading up to Mother’s Day.
Email is another area often underused by retailers.
One big e-blast doesn’t work anymore. It either gets skimmed or buried in the inbox.
What works better is a sequential, progressive campaign. Your first email sets the tone: “If you’re looking for a gift for Mom, start with these styles.”
Then, follow up with a second email that helps narrow the choices: “These are the top styles our customers are choosing right now.”
Finally, end with something along the lines of: “Still deciding? Here are last-minute gift ideas for Mom.”
You get the idea; steer the sale.
“Stay away from generic Mother’s Day ads. Everyone runs those and it just becomes noise in a crowded space.” —Emmanuel Raheb, Smart Age Solutions
Finally, don’t forget your digital advertising.
Most retailers either start too late or go too broad, but you want to stay away from generic Mother’s Day ads. Everyone runs those and it just becomes noise in a crowded space.
Instead, target your audience with ads that speak directly to them, using the same segmentation ideas already discussed. Become the solution.
Stop treating your marketing channels as separate activities. To be effective, everything needs to work as one coordinated system.
Selling more jewelry for Mother’s Day is rarely a traffic problem. It’s almost always a strategy and structure problem, and that’s entirely within your control.
Because at the end of the day, your job isn’t just to show jewelry. It’s to make the decision easier, and that’s how you win the hearts of both your customers and mom.
Editors' Picks
Sponsored by
More on Columnists
The Latest
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
