AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
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
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
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
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.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
