The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
The Smart Lab: Why Your Website Is an Integral Part of Reopening
It is an online representation of your brand and the perfect place to launch your store’s reopening campaign, Emmanuel Raheb writes.

But first things first, it’s important to have a proper reopening campaign.
Whether or not your business has been able to operate online during the pandemic, your customers need to know that your brick-and-mortar store is back up and running. Without a campaign that reaches them, it’s safe to say they will assume you’re still closed.
Your website is the perfect place to launch this campaign, and here’s why.
Websites as a Path to Success
In general, an informative and navigable website is important to the success of any business.
This, in part, is largely due to the increasing trend of online shopping, which has only gotten more and more popular the last few months as the pandemic has kept people away from physical stores.
Considering your website is all the general public has had to look at during this period, it’s probable that these computer habits they’ve built these months will continue, making your website the premier location for updates on your business.
While an updated and respectable website is Business 101, it’s even more crucial now since our months-long dependence on websites has increased their general importance and relevance.
Websites as Brand Representation
Because of this recent reliance on a website to make most purchases, not only are people shopping online more than ever but they’re also expecting more than ever from websites.
With consumers unable to visit your brick-and-mortar store these past few months, your website became your strongest source of brand representation.
Hopefully, you understood the importance of a website during COVID-19 and invested time and effort into making it better.
The short-term effect: having built your website as a representation for your brand during an online-heavy time means that you’re already on firmer footing regarding outreach when you utilize it for your reopening campaign.
The long-term effect: even though your website upgrades were born out of necessity, the work you put into it during the pandemic will be something for which you’re eternally grateful.
Websites as a Marketing Tool
For shoppers who haven’t been on your website for a while, this is a great chance to have this new and improved version of it be part of a larger reopening campaign.
This will increase the hype surrounding your reopening and hopefully, in-store foot traffic as well.
What better way to let people know that you’re back in business than with a bang?
And that’s where your website comes in, drawing more and more people toward it, having it be something more than just a landing page, and letting that speak for the passion and ingenuity behind your brand.
The Latest

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.


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Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

The jeweler’s largest store yet is set to open in Little Rock next fall.

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.