MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
TechnologyMay 02, 2018
The Smart Lab: Digital Delusion – Buyer Beware
Smart Age Solutions CEO Emmanuel Raheb lays out an eight-step guide for jewelers looking to hire someone to handle the digital side of their business.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
The start of a business is all about you and your ideas. You build a business, get it working, and then what? Your competitors start coming at you, your celebrations of a good month are short-lived, and you’re thinking of next month’s goals.
Like Steve Jobs said: “Great things in business are never done by one person. They’re done by a team of people.”
So, how can you be sure you are associated with the best in the market? Below is an eight-step guide for hiring an individual or agency to handle the digital side of your business.
Marketing People: Your Circle of Trust
These days, anyone with a laptop, café, YouTube and a good sales pitch claims to be an expert; add on a virtual office, and now they’re a full-fledged agency. The problem with the digital industry is that it’s vaguely regulated, with little oversight.
So, how is someone to navigate those waters? Well, first you have to …
Set the Right Goals
As a business owner, you should be the one setting the goals for digital sales, marketing, etc.
Once the goals are set, make sure your team understands their own individual goals. Letting people set their own goals is like allowing the fox to guard the hen house.
Ask Questions
At no point should you stop asking questions. Make your team accountable and ask them how the initiatives are aligned with the goals that you set.
Trust, But Verify
Be mindful where you are placing your trust when it comes to your digital business.
Check to see if they are reputable—look up the company, ask about their background and experience, ask for references and don’t get lazy about calling these references; you’d be surprised what can come out during reference checks.
When hiring someone to do the job, whether it is an agency or an independent consultant, you must be extra careful.
Certifications
One of the ways to make sure you are supported by the right team is by checking their references and certifications.
Companies like Google give out special “Premier Partner” badges to top agencies that are audited and vetted by Google and are known to have successfully grown their clients’ businesses. Only a few agencies around the globe have been given these badges, and that’s something you should be looking for before investing.
The Self-Proclaimed Experts
Just like you are particular about the quality of diamonds you offer
to customers, you should be particular about the person you hire to head marketing.
On paper, a lot of them shine and look like they would be a great return on investment but if you don’t do proper vetting, you might end up getting burned, badly. For example, if someone is telling you they are a “social media expert,” go check out her or his social channels and see what kind of engagement they get.
Time & Opportunity
The difference from where you are now and where you want to be in the next few years is in building good and efficient partnerships. You may not realize what effect it can have on your business, but as time goes by, the damage of hiring bad partners can result in serious loss of money, and more importantly, cost you in terms of time and opportunity.
On the flip side, marketing takes time to work its way through; some campaigns may be more directional than others. Building short-term goals as well as long-term goals are critical to the success of your digital marketing strategy.
Interview Your Digital Partners
Think of your interview process for hiring a new sales expert for your store.
For instance, when interviewing candidates you’ll want to know the names of past employers, how well they’ve hit their goals, their reputation and standing among those past employers, how well they know your market and competitors, and what they can do to help you reach the next level. You should have the same level of critique when choosing your digital partner or staff.
Today, customers are getting more fluid and the competition has never been as aggressive. At the same time, the rules of digital marketing are changing daily, making it extremely overwhelming for a business owner.
Hiring the right, trusted, and reputable partner will not only give you the peace of mind, but it will also keep you on par with today’s dynamic world of digital.
Buyer Beware
Remember, there are few barriers of entry into this digital world, and it’s getting easier to be fooled by opportunists, pop-up shops, and unethical operators who are mainly focused on getting money and building a fake image for themselves to attract more unaware business owners.
Do your research, ask questions, and never stop demanding results.
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.
On paper, a lot of them shine and look like they would be a great return on investment but if you don’t do proper vetting, you might end up getting burned, badly. For example, if someone is telling you they are a “social media expert,” go check out her or his social channels and see what kind of engagement they get.
Time & Opportunity
The difference from where you are now and where you want to be in the next few years is in building good and efficient partnerships. You may not realize what effect it can have on your business, but as time goes by, the damage of hiring bad partners can result in serious loss of money, and more importantly, cost you in terms of time and opportunity.
On the flip side, marketing takes time to work its way through; some campaigns may be more directional than others. Building short-term goals as well as long-term goals are critical to the success of your digital marketing strategy.
Interview Your Digital Partners
Think of your interview process for hiring a new sales expert for your store.
For instance, when interviewing candidates you’ll want to know the names of past employers, how well they’ve hit their goals, their reputation and standing among those past employers, how well they know your market and competitors, and what they can do to help you reach the next level. You should have the same level of critique when choosing your digital partner or staff.
Today, customers are getting more fluid and the competition has never been as aggressive. At the same time, the rules of digital marketing are changing daily, making it extremely overwhelming for a business owner.
Hiring the right, trusted, and reputable partner will not only give you the peace of mind, but it will also keep you on par with today’s dynamic world of digital.
Buyer Beware
Remember, there are few barriers of entry into this digital world, and it’s getting easier to be fooled by opportunists, pop-up shops, and unethical operators who are mainly focused on getting money and building a fake image for themselves to attract more unaware business owners.
Do your research, ask questions, and never stop demanding results.
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 Technology
The Latest
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
