WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
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
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
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.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
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.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
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.
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.
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.
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.
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.
