EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
ColumnistsAug 25, 2020
The Smart Lab: How to Use Instagram and Facebook Shops
Emmanuel Raheb shares simple tips for selling via these popular social media platforms.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Facebook and Instagram Shops are additional sales platforms that will redirect traffic to your product if you just take the time to link things properly.
The feature is simple and dynamic, and you can publicize anything you want, from custom pieces to your best-selling brands.
Facebook and Instagram have turned their focus to local businesses and are studying how to make them attractive and seen within the apps, which are not only free of ads but also can enhance the business/subscriber experience.
Hence the Shops feature, which basically shortens the consumers’ route between tapping on an image of your product and buying it.
Setting Up Shop
Your physical product needs to be registered on Facebook.
If you already have an e-commerce store, like Shopify or BigCommerce, you need only to import your product(s) to a Facebook catalog and later connect that catalog to your Instagram account.
Once your catalog is accepted and on display on Instagram, add the shopping link to the publications on your feed and you will automatically see the shopping bag icon on your page.
You can also do it without a website at all and promote exclusively on Instagram and Facebook.
For this, you will only use the Facebook catalog manager and add your products manually.
If you are keeping it exclusive, the idea is to briefly, clearly and creatively reflect the key characteristics of your brand on your feed.
For images, it is better to contact a photographer so that you look professional and curated.
The tip here is, if you want to tick all boxes, have a business account on Instagram that will be linked to a Facebook business page.
A business account on Instagram will not only provide you with a “contact” button, but you will give you access to statistics about your business: the number of new subscribers, likes and reposts, audience reach, clicks on the link indicated in the profile, time of maximum activity of subscribers, and so on.
As for the Facebook business page, you automatically receive Facebook advertising tools, AdsManager and PowerEditor.
With their help, you can create and shape advertising campaigns, attracting an audience according to the desired demographics, e.g., gender, age, region, watch analytics and reports.
Get In Your Followers’ Heads
Having an online shop will reinforce your brand name, slogan and identity.
Your subscribers will visually recognize your company and distinguish it from others.
The feature is simple and dynamic, and you can publicize anything you want, from custom pieces to your best-selling brands.
Facebook and Instagram have turned their focus to local businesses and are studying how to make them attractive and seen within the apps, which are not only free of ads but also can enhance the business/subscriber experience.
Hence the Shops feature, which basically shortens the consumers’ route between tapping on an image of your product and buying it.
Setting Up Shop
Your physical product needs to be registered on Facebook.
If you already have an e-commerce store, like Shopify or BigCommerce, you need only to import your product(s) to a Facebook catalog and later connect that catalog to your Instagram account.
Once your catalog is accepted and on display on Instagram, add the shopping link to the publications on your feed and you will automatically see the shopping bag icon on your page.
You can also do it without a website at all and promote exclusively on Instagram and Facebook.
For this, you will only use the Facebook catalog manager and add your products manually.
If you are keeping it exclusive, the idea is to briefly, clearly and creatively reflect the key characteristics of your brand on your feed.
For images, it is better to contact a photographer so that you look professional and curated.
The tip here is, if you want to tick all boxes, have a business account on Instagram that will be linked to a Facebook business page.
A business account on Instagram will not only provide you with a “contact” button, but you will give you access to statistics about your business: the number of new subscribers, likes and reposts, audience reach, clicks on the link indicated in the profile, time of maximum activity of subscribers, and so on.
As for the Facebook business page, you automatically receive Facebook advertising tools, AdsManager and PowerEditor.
With their help, you can create and shape advertising campaigns, attracting an audience according to the desired demographics, e.g., gender, age, region, watch analytics and reports.
Get In Your Followers’ Heads
Having an online shop will reinforce your brand name, slogan and identity.
Your subscribers will visually recognize your company and distinguish it from others.
Identity is a set of means by which your image will be solidified: color, form, style, motto, etc.
Among consumers, it contributes to memorization and the emergence of associative relationships. They will recognize you, and familiarity is the key to business.
This tool is incredible because your online shop is 100 percent customizable and it can be integrated with Facebook Messenger, direct messages on Instagram and WhatsApp.
You can also track deliveries and boost your website.
If you are in the jewelry industry and sell eye-catching and trendy products, then Instagram and Facebook Shops are the main promotion tool for you.
The reason is simple: With proper account management, users will want to see your product in their stream, not only for shopping but also for aesthetic reasons.
Promoting an online store on Instagram requires minimal investment, and growth is potentially unlimited.
Among consumers, it contributes to memorization and the emergence of associative relationships. They will recognize you, and familiarity is the key to business.
This tool is incredible because your online shop is 100 percent customizable and it can be integrated with Facebook Messenger, direct messages on Instagram and WhatsApp.
You can also track deliveries and boost your website.
If you are in the jewelry industry and sell eye-catching and trendy products, then Instagram and Facebook Shops are the main promotion tool for you.
The reason is simple: With proper account management, users will want to see your product in their stream, not only for shopping but also for aesthetic reasons.
Promoting an online store on Instagram requires minimal investment, and growth is potentially unlimited.
More on Columnists
The Latest
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
TechnologyApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
