AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
IndependentsOct 17, 2019
The Smart Lab: AI and the Future of E-Commerce
Artificial intelligence uses data to make recommendations and is key to creating a better e-commerce experience, 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.
Artificial intelligence might seem like a complicated thing, but for the purposes of online retail it is actually quite simple.
Artificial intelligence, or AI, works by using data to make recommendations. It is an excellent automation tool that can help people make better decisions faster.
For online retail, it is the key to creating an interactive experience on an e-commerce website.
Interactive Retail
Jewelry shoppers, like all shoppers, are expecting better experiences both in-store and online.
AI-powered tools allow jewelers to bring the interactivity of in-store shopping to the web.
If you are asking why you would bother to add artificial intelligence to your website, then you should know that 79 percent of consumers today find that it’s easier than ever to take their business elsewhere, according to a survey by Salesforce.
Jewelers who offer cutting-edge features stand out from the crowd. With thousands of online jewelry retailers, service that is perceived as inferior is less likely to be tolerated by shoppers.
Artificial Intelligence
When online shoppers visit your website, a lot of data is captured.
This data can tell you whether a visitor is a returning visitor or a new one, the pages a visitor frequently views and even where the customer is viewing your website from. AI tools can quickly track each visitor and offer a personalized experience to each one.
But data tracking is only the beginning of what AI can do.
The simplest AI tools jewelers can implement to improve their websites are live chat and personalized recommendations.
1. Live Chat and Virtual Shopping Assistants
With thousands of companies out there offering outstanding customer experiences, excellent customer service is no longer optional. One of the ways AI can help improve customer service is through live chat and virtual shopping assistants.
Live chat is an incredible tool because it uses AI to interpret and answer customer questions 24/7. That means you’re helping your customers even when your store is closed.
The tool is also great because it is available on every page of your website, which means customers don’t have to navigate away from the item they’re considering.
Live chat is already popular with online shoppers, with 79 percent of shoppers preferring live chat because they do not have to wait on hold.
Additionally, live chat has the highest level of customer satisfaction at 73 percent, compared with 61 percent for email and 44 percent for phone, according to eDigitalResearch.
As an
added bonus, live chat frees up your store’s associates so they can help in-store customers.
2. Personalized Recommendations
The best way to delight your customer is by knowing their tastes and showing them what they want to see; this is as true online as it is in the store.
AI can curate product recommendations based on a user’s past search history. This makes your website more engaging while also making a purchase more likely.
Salesforce reports that 59 percent of customers say that creating recommendations based on past history is key to winning their business.
Artificial intelligence presents an opportunity to create personalized, frictionless experiences for your online visitors.
As the digital part of shopping increases in importance and becomes more competitive, it will become difficult for companies not using AI to compete.
If you can determine how AI fits into your digital strategy, you will be poised to take advantage of this powerful technology, and your customers will be happy you did.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
2. Personalized Recommendations
The best way to delight your customer is by knowing their tastes and showing them what they want to see; this is as true online as it is in the store.
AI can curate product recommendations based on a user’s past search history. This makes your website more engaging while also making a purchase more likely.
Salesforce reports that 59 percent of customers say that creating recommendations based on past history is key to winning their business.
Artificial intelligence presents an opportunity to create personalized, frictionless experiences for your online visitors.
As the digital part of shopping increases in importance and becomes more competitive, it will become difficult for companies not using AI to compete.
If you can determine how AI fits into your digital strategy, you will be poised to take advantage of this powerful technology, and your customers will be happy you did.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact him at eraheb@smartagesolutions.com.
More on Independents
The Latest
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
