Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
TechnologyNov 19, 2018
The Smart Lab: Now Is the Time to Begin Online Advertising
Jewelers shouldn’t wait until Dec. 1 to start getting their names and products out there for the holiday season, says Emmanuel Raheb.
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 holiday season is characterized by a flurry of gift-giving, goal-reaching and, if you’re a jeweler, sales.
Advertising is how you make sure your brand and product offerings stay in the minds of potential customers. If you wait too long to begin your online advertising, you could be hurting your Q4 results.
While most consumers might make their purchases in December, they begin shopping around more than a month in advance. According to a Google survey, 59 percent of U.S. consumers planned to begin holiday shopping in November.
This is a crucial statistic to be privy to because it means that November is when you want to begin delivering your brand messages to consumers. The goal is for consumers to remember your marketing when December rolls around and they are ready to buy (your products hopefully).
According to Cardlytics, there are four types of shoppers, as characterized by the time they shop during the holiday season:
—Steady shoppers: those who shop throughout the season;
—Early-bird shoppers: those who begin in October and early November;
—Black Friday shoppers: those who shop mostly over Black Friday weekend and Cyber Monday; and
—Last-minute shoppers: those who wait for the last few weeks of December.
And here’s what the numbers say about these shoppers across 10 product categories:
—46.4 percent are steady shoppers;
—26 percent are last-minute shoppers;
—19 percent are Black Friday shoppers; and
—8.6 percent are early-bird shoppers.
Additionally, the Cardlytics report says that Black Friday is losing its significance.
Despite this, most retailers continue to target most of their advertising spend toward Black Friday shoppers. With only 19 percent of consumers spending their money during that time, an informed retailer knows that it’s far better to target a strategic mix of all the segments.
When jewelers begin advertising in November, they are reaching the nearly 9 percent early-bird segment and the 46.4 percent steady shopper segment.
When jewelers continue to spend their advertising budget consistently throughout the holiday season, they also reach the Black Friday and last-minute shoppers.
When companies begin their holiday advertising in November, they are laying the groundwork for the rest of their holiday marketing. Customers are more receptive to companies they have heard from before.
If you begin advertising in December, you will lose sales to companies that began in November because customers will be more likely to purchase from the companies they saw earlier.
The best way to target customers is through digital marketing
because of the powerful tools digital marketers have at their disposal.
Additionally, Statista reports that retail e-commerce is predicted to grow 40 percent between 2018 and 2022.
And according to Criteo, Dec. 23, 2017, was the biggest day ever in the history of mobile commerce in the United States, with 48 percent of all purchases being made on smartphones.
The time to invest in digital marketing is now.
The web has become an important marketing tool for companies in every industry; there is no method more efficient for targeting the right consumers at the right time.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
Additionally, Statista reports that retail e-commerce is predicted to grow 40 percent between 2018 and 2022.
And according to Criteo, Dec. 23, 2017, was the biggest day ever in the history of mobile commerce in the United States, with 48 percent of all purchases being made on smartphones.
The time to invest in digital marketing is now.
The web has become an important marketing tool for companies in every industry; there is no method more efficient for targeting the right consumers at the right time.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. 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
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 07, 2026
Empire Safe & Vault Promotes Juan Morales to CEOAs part of the transition, Joseph Nicosia has stepped into the role of COO.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
Policies & IssuesOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
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.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
CollectionsOct 05, 2026
Sorellina Writes Another Love Letter for ‘Postscript’ CollectionThe fine jewelry brand has expanded the collection that debuted at Couture with four new designs based on its most popular styles.
SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
