AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
TechnologyJun 02, 2020
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.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
After months of closure due to the spread of COVID-19, you’re finally able to reopen and bring some life back to your business. Congratulations! We know it’s been tough, but we’re happy the wait is over for you.
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.
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.
Not only will an amazing website prove that, while your storefront may have been down, your business was still thriving (or, at least, that you tried hard to make it work), but also it lends to the idea that this reopening is part of a larger “step up” for your company.
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.
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.
More on Technology
The Latest
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
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.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
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.
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.
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.
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.
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.
