Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
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
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
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.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Weekly QuizNov 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
AuctionsNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
GradingNov 12, 2025
It’s Time: GIA’s Express Holiday Service Is Back GIA is offering next-day services for natural, colorless diamonds submitted to its labs in New York and Carlsbad.
MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
SurveysNov 10, 2025
5 Things Retailers Should Know About Holiday Shoppers This YearThe National Retail Federation is bullish on the holidays, forecasting retail sales to exceed $1 trillion this year.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
