IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
TechnologyMar 14, 2018
The Smart Lab: Foot Traffic Down? Digital Influence Up
In his first column, Emmanuel Raheb explores the inverse relationship between store sales and foot traffic.
“The Smart Lab” is a new column for National Jeweler, authored by Smart Age Solutions’ Emmanuel Raheb. In his first article, Raheb explores the inverse relationship between store sales and foot traffic.
In 2010, digital was changing the in-store shopping experience in ways that were yet to be understood. Many believed online shopping would never grow significantly and couldn’t foresee it as a threat to physical store sales, but data showed otherwise.
The truth is, digital has reshaped customer behavior and shopping for good, and that’s something retailers should be paying attention to while adjusting their business to this reality.
Many jewelry business owners are still reluctant about investing in digital, much of which is due to the fact that they simply don’t know how.
Ah-Ha Moment
I love showing the chart seen above as it’s really hits a cord with many retailers. I always hear retailers say, “My traffic is down; long gone are the days of customers waiting in line to buy.”
So I ask, are your sales up since 2010? Yes, most reply; so again I ask, how could that be if the lines are no more? And that’s the “Ah-ha” moment; customers are shopping online first, and then coming in to buy.
A consumer no longer goes from store to store shopping, they’re now “browsing” online store to store, and then going to a store to buy.
Consumers Are Still Buying
Consumers are getting more and more demanding; they want exactly what they are looking for and will not settle for anything less. On that matter, a quick web search on your browser is easier and faster than a visit to the mall.
Considering those facts, we can see that the competition is also changing.
A store’s biggest threat may not be the national e-commerce-only player anymore. Digital influence has been rapidly helping small and new businesses grow through creating a strong online presence, delivering quality customer experience and gaining a piece of the market share.
It’s All About Your Customer
Today’s customers are highly digital and have high expectations for what they want while shopping, be it online or in-store. The more integrated and multi-channel your business is, the more likely they are to shop at your store.
Companies are understanding the importance of having touchpoints, both online and offline with their audience; digital is fundamental. The physical store still plays a very important role on influencing a customer’s buying decision.
It is essential for
stores to digitize, in order to meet their customers’ expectations. That’s a never-ending job of improving your website, getting up to date with new technologies and trends, making your website mobile optimized and user-friendly, allowing one-click purchases and many more factors.
The key is to perceive your brand as a whole, making your brick-and-click experience function as one.
Are you delivering the experience that your customer expects you to? What about your competitors? Should you be focusing on them or on your client’s needs?
Consumers are still shopping, but are they shopping with you?
Emmanuel Raheb is the CEO of Smart Age Solutions, a top-tier digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience in the jewelry industry, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact Emmanuel at eraheb@smartagesolutions.com.
The key is to perceive your brand as a whole, making your brick-and-click experience function as one.
Are you delivering the experience that your customer expects you to? What about your competitors? Should you be focusing on them or on your client’s needs?
Consumers are still shopping, but are they shopping with you?
Emmanuel Raheb is the CEO of Smart Age Solutions, a top-tier digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience in the jewelry industry, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact Emmanuel at eraheb@smartagesolutions.com.
More on Technology
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
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.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
