TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
IndependentsOct 17, 2019
The Smart Lab: AI and the Future of E-Commerce
Artificial intelligence uses data to make recommendations and is key to creating a better e-commerce experience, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Artificial intelligence might seem like a complicated thing, but for the purposes of online retail it is actually quite simple.
Artificial intelligence, or AI, works by using data to make recommendations. It is an excellent automation tool that can help people make better decisions faster.
For online retail, it is the key to creating an interactive experience on an e-commerce website.
Interactive Retail
Jewelry shoppers, like all shoppers, are expecting better experiences both in-store and online.
AI-powered tools allow jewelers to bring the interactivity of in-store shopping to the web.
If you are asking why you would bother to add artificial intelligence to your website, then you should know that 79 percent of consumers today find that it’s easier than ever to take their business elsewhere, according to a survey by Salesforce.
Jewelers who offer cutting-edge features stand out from the crowd. With thousands of online jewelry retailers, service that is perceived as inferior is less likely to be tolerated by shoppers.
Artificial Intelligence
When online shoppers visit your website, a lot of data is captured.
This data can tell you whether a visitor is a returning visitor or a new one, the pages a visitor frequently views and even where the customer is viewing your website from. AI tools can quickly track each visitor and offer a personalized experience to each one.
But data tracking is only the beginning of what AI can do.
The simplest AI tools jewelers can implement to improve their websites are live chat and personalized recommendations.
1. Live Chat and Virtual Shopping Assistants
With thousands of companies out there offering outstanding customer experiences, excellent customer service is no longer optional. One of the ways AI can help improve customer service is through live chat and virtual shopping assistants.
Live chat is an incredible tool because it uses AI to interpret and answer customer questions 24/7. That means you’re helping your customers even when your store is closed.
The tool is also great because it is available on every page of your website, which means customers don’t have to navigate away from the item they’re considering.
Live chat is already popular with online shoppers, with 79 percent of shoppers preferring live chat because they do not have to wait on hold.
Additionally, live chat has the highest level of customer satisfaction at 73 percent, compared with 61 percent for email and 44 percent for phone, according to eDigitalResearch.
As an
Editors' Picks
Sponsored by
added bonus, live chat frees up your store’s associates so they can help in-store customers.
2. Personalized Recommendations
The best way to delight your customer is by knowing their tastes and showing them what they want to see; this is as true online as it is in the store.
AI can curate product recommendations based on a user’s past search history. This makes your website more engaging while also making a purchase more likely.
Salesforce reports that 59 percent of customers say that creating recommendations based on past history is key to winning their business.
Artificial intelligence presents an opportunity to create personalized, frictionless experiences for your online visitors.
As the digital part of shopping increases in importance and becomes more competitive, it will become difficult for companies not using AI to compete.
If you can determine how AI fits into your digital strategy, you will be poised to take advantage of this powerful technology, and your customers will be happy you did.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
2. Personalized Recommendations
The best way to delight your customer is by knowing their tastes and showing them what they want to see; this is as true online as it is in the store.
AI can curate product recommendations based on a user’s past search history. This makes your website more engaging while also making a purchase more likely.
Salesforce reports that 59 percent of customers say that creating recommendations based on past history is key to winning their business.
Artificial intelligence presents an opportunity to create personalized, frictionless experiences for your online visitors.
As the digital part of shopping increases in importance and becomes more competitive, it will become difficult for companies not using AI to compete.
If you can determine how AI fits into your digital strategy, you will be poised to take advantage of this powerful technology, and your customers will be happy you did.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
More on Independents
The Latest
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
