Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
TechnologyDec 10, 2018
The Smart Lab: Why Facebook Pop-Ups Are a Plus
The social media giant has opened pop-up shops in nine cities. Emmanuel Raheb explains why this is a good thing for small businesses.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
In a world where everything seems to be transitioning into the digital space, it might be surprising to hear about an online player like Facebook investing in offline business. But like so many other online businesses—Amazon, Warby Parker, Rent the Runway, etc.—it is.
Popping Up All Over the Place
On Nov. 5, Facebook partnered with Macy’s and opened one pop-up shop in each of these major cities: New York; Pittsburgh; Atlanta; Fort Lauderdale, Florida; San Antonio, Texas; Las Vegas; Los Angeles; San Francisco; and Seattle.
Facebook said the goal of these pop-up shops, which will be open through February, is to help consumers discover new brands.
The shops are an experiment the social media company is performing to test the hypothesis that it can use data to sway people’s holiday purchases; they are geared toward holiday shoppers who don’t know what to buy for others.
The experiment consists of taking 15 items that are generating the most buzz on Facebook and displaying them in physical retail locations.
Facebook’s specific hypothesis is that showing unsure or undecided shoppers the items that most consumers approve of will increase the likelihood they will buy said items.
The Local Business Advantage
All the products featured in Facebook’s pop-up shops come from small businesses. Facebook is eating the cost of these shops, which means that small businesses have a great opportunity to get their name and product into a well-established store at little or no cost to them.
These pop-up shops come at an important time.
A common refrain among small business owners and marketers is that they “don’t have the budget or resources.” But digital marketing has lowered the cost of reaching consumers exponentially, and a savvy marketer or agency can attain great results for a small business.
In fact, Google has maintained that small businesses have the same, if not a better, shot at succeeding on digital platforms than large companies do.
If you’re asking how this is possible, then you’re asking the right question.
Large companies cannot compete with local businesses in every single domain. In essence, the greatest advantage of a large company—its size—is also its weakness in many respects. At this point in time, no one can cater to consumers like a perceptive local business.
The Takeaway
By creating websites and ad accounts with social media
sites, local businesses arm themselves with the tools they need to learn everything they need to know about their target market.
In that respect, digital marketing is not all about making sales online. It actually can help you drive more in-store sales.
But, more importantly, it’s about gathering data on your customers so you can serve them better. Websites and digital marketing are the tools small businesses need to succeed.
Local businesses also have an advantage over online-only retailers. The physical space that some online players see as a liability is actually a huge asset.
Physical retailers have the space to host customers in their own area. The best online engagement pales in comparison to meeting IRL (in real life). This is the reason large online players, like Facebook and Amazon, are investing in physical stores.
It is up to local businesses to understand their target markets through digital marketing and web analytics to use their physical spaces effectively.
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.
In that respect, digital marketing is not all about making sales online. It actually can help you drive more in-store sales.
But, more importantly, it’s about gathering data on your customers so you can serve them better. Websites and digital marketing are the tools small businesses need to succeed.
Local businesses also have an advantage over online-only retailers. The physical space that some online players see as a liability is actually a huge asset.
Physical retailers have the space to host customers in their own area. The best online engagement pales in comparison to meeting IRL (in real life). This is the reason large online players, like Facebook and Amazon, are investing in physical stores.
It is up to local businesses to understand their target markets through digital marketing and web analytics to use their physical spaces effectively.
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
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
