Jan 21 – Jan 22, 2021

Our fifth annual conference is here! Two days for you to learn the latest digital marketing and ecommerce tips directly from the best digital experts in the jewelry industry.

We’re excited to bring the entire event online this year – completely free of charge!

Browse the sessions below and register for whichever ones you’d like.

These are all live, interactive presentations from some of the smartest minds in the industry. Additionally, guests can remain after the session and join breakout rooms to discuss the topics even further.

Note: YOU NEED TO REGISTER FOR EACH SESSION SEPARATELY. If you would like to attend 4 sessions, you’ll need to register for each one individually.

Enjoy the sessions!

P.S. Since this is a free event, we do encourage you to make a $10 donation to Jewelers For Children. Please click here to donate (the donation form is towards the bottom of the page).

What Customers Are Searching For In Lab Grown

Jan 21, 8:45 am – 9:30 am EST



Join Virtual Diamond Boutique for an insightful look into customer demand for Lab Grown diamonds. With the largest selection of lab grown diamonds in the world, VDB is well positioned to explore trends and industry insights. With tens of thousands of monthly searches, VDB data highlights the most popular cuts, carat weights, price points and more.

About Liz Elisabeth “Liz” Stamm is the VP of Business Development for Virtual Diamond Boutique. Liz is an experienced manager of people and products in the Jewelry industry. She is skilled in Trend Analysis, Market Planning, Jewelry Manufacturing, and Retail operations. Not many people are aware but Liz is also a trained chef with a specialty in Health and Nutrition. With over 8 years experience running her personal chef business, Liz can whip up a delicious, nutritious meal just as easily as she can analyze a retail business to jump start sales productivity..

SEO Best Practices For Jewelry eCommerce

Jan 21, 10:00 am – 10:45 am EST

Faith Zaki, HAPPY COG


Does your ecommerce strategy include search engine optimization (SEO)? If not, you’re likely missing out on *free* web traffic. Rather than leave potential customers and sales on the table, join Happy Cog Senior Marketing Manager Faith Zaki for a brief refresher on SEO basics and a deep-dive into specific SEO strategies for jewelry ecommerce businesses. Learn how your business can leverage SEO to drive more relevant organic traffic and to increase jewelry sales. 

About Happy Cog: Happy Cog is a best-in-class, full-service web and mobile development, design, and digital marketing agency headquartered in New York City. Founded in 1999, twenty successful years later we’re currently a hand-picked team of 75+ strategists and thinkers including designers, developers, digital marketers, and project managers. Our clients range from large Fortune 100 companies to small startups and everything in between, across a variety of verticals. Happy Cog is one of Ad Age’s 2020 Best Places to Work and an Inc 5000 Fastest-Growing Private Company for 8 consecutive years. 

Social Selling: The missing “Link” to Ecommerce Success

Jan 21, 11:15 am – 12:00 pm EST



In this masterclass, virtual sales expert Kathleen Cutler will talk you through why your website visitors aren’t buying and what you can do about it. In this actionable talk, Kathleen will show you three simple ways to convert your affluent online browsers into buyers through old-school human connection.

About Kathleen: Kathleen Cutler, Modern Sales Expert for High-End Brands, holds the key to making younger (but affluent) audiences buy. Using her graduate diamond degree and her decade of experience in the industry, she has honed her skills with seven-figure brands to combine modern tech with retro-style relationship building – making sure no sales slip through the cracks, and clients keep on purchasing from you (again and again). She is a writer and speaker who has been featured in Rapaport, INSTORE, Atlanta Jewelry Show, NYNow, NYCJewelryWeek, JewelryEcomm Live and National Jeweler.

Leveraging Personalization in Jewelry Marketing

Jan 21, 12:30 pm – 1:15 pm EST

Laryssa Wirstiuk, JOY JOYA


Thanks to new and emerging technologies like automation, AI, and machine learning, personalization is a hot topic in marketing today. In this presentation, jewelry marketing expert Laryssa Wirstiuk will introduce attendees to the topic of personalization and explain how jewelry brands can best use personalization both for attracting qualified new customers and maintaining long-term relationships with them.

She’ll review both the benefits and drawbacks of using personalization in jewelry marketing and then outline the best practices for implementing personalization, so brands can maintain consumer trust despite widespread concerns about data privacy. Most importantly, she’ll demonstrate how personalization can be scaled for any size jewelry brand on any budget.

About Laryssa: Laryssa Wirstiuk is the founder and creative director of Joy Joya, a digital marketing agency for jewelry brands. She’s passionate about helping jewelry entrepreneurs and innovators achieve their business goals through marketing. She’s the host of the Joy Joya Jewelry Marketing Podcast and also the author of the book Jewelry Marketing Joy: An Approachable Introduction to Marketing Your Jewelry Brand. Joy Joya is a Los Angeles-based digital marketing agency for jewelry brands founded and led by Laryssa Wirstiuk. We help jewelry entrepreneurs grow their businesses, so they can add more beauty and wonder to the world. Our digital marketing support services are comprehensive and varied, and we tailor our solutions on an individual basis, so each client gets a personalized experience, one that’s uniquely suited for their category, stage of growth, goals, and more.

How to Increase Your Online Sales in 2021 with a Shopify Website

Jan 21, 1:45 pm – 2:30 pm EST

Alex Fetanat and Anthony Arechiga, GEMFIND


GemFind will share success stories of jewelry stores switching from other platforms to Shopify in order to allow for their business to be positioned in a way that facilitates all business with an effective online presence. On this webinar, GemFind will also share exclusive Shopify Apps built specifically to help jewelry stores generate more business on Shopify.

About GemFind: GemFind is the jewelry industry’s premier digital marketing company connecting the jewelry industry to their customers. Since 1999, the GemFind Network has become the leading destination for the jewelry industry. GemFind.com and jewelcloud.com the jewelry industry’s one-stop destination for all B2B online marketing solutions, such as Website development and execution, online advertising and marketing, virtual jewelry and diamond inventory from hundreds of designers/manufacturers and diamond suppliers and online virtual tools.

The Marketing Mix: Tailored Strategies for Independent Retailer Jewelers

Jan 21, 3:00 pm – 3:45 pm EST



In advertising, digital and traditional media have become a binary relationship that often get misinterpreted at first glance. Too often a time we find ourselves caught in a battle between the two, justifying one versus the other.

We struggle with juggling polarized differences in most areas of life – it’s nothing new. The winners, however, are the ones who see the bigger picture; and with that comes seeing the connectivity of it all.

Join Gus for an in-depth, thought provoking look at how you can analyze all facets of advertising from both ends of the spectrum, and tailor a marketing strategy that compliments both your business and your customers through the implementation of a true, robust marketing mix.

About Gus: Gus Garcia is the Director of Digital Marketing & Business Development for Bottom Line Marketing; a full-service advertising agency based in South Florida with a specialized focus on independent retail jewelry. Beginning as the Head Media Buyer, Gus was quickly promoted to Director of Media, where he was tasked with developing and managing an in- house digital division as well as overseeing all media operations. He has made a name for himself by developing media strategies that not only rang cash registers but were completely transparent and reportable. He now oversees overall business development and client relations; as well as serves vital roles with numerous organizations within the jewelry industry as well as a leadership role with Jewelers for Children. Gus listens, researches and presents strategies that repeatedly deliver ROI; growing his agency’s digital department and clients’ bottom lines through the roof.

The Digital Marketing and eCommerce Forecast For 2021

Jan 21, 4:15 pm – 5:00 pm EST

Emmanuel Raheb & Geishy Salazar, SMART AGE SOLUTIONS


In the midst of the most challenging social and economic period of the 21st century, businesses no longer have the luxury of planning for the e-commerce revolution; it’s here and building momentum.  In 2020, the world changed overnight, expediting the inevitable and leaving many businesses unprepared with more questions than answers on how to move forward.

Join Emmanuel Raheb and Geishy Salazar of Smart Age Solutions as they unveil winning strategies and technologies that jewelers need to be prepared with, as we head into 2021; The New Age of Innovation & Consumerism.

This session will go over the latest advancements and predictions in e-commerce, digital marketing, virtual consumerism, and how the jewelry industry can apply them in order to thrive and stay relevant in 2021 and beyond! 

About Emmanuel: Emmanuel Raheb is the CEO of Smart Age Solutions, a full service digital ad agency and trusted Premier Google Partner devoted to helping jewelers navigate the digital space. 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. As an award-winning agency, Smart Age Solutions has made a name for itself by consistently producing breakthrough results and by pushing the boundaries of what it means to deliver quality for its esteemed clients. It is the agency of record for many of the industry’s leading retailers and enterprise brands.

What Leading Jewelers Did Right To Stay Successful During Covid

Jan 21, 5:30 pm – 6:15 pm EST



2020 was a difficult year, but not for everyone! Stores that were successful during the pandemic had several things in common.

During this presentation we will look at 7 strategies that helped many stores grow and become more profitable during COVID. Their success will continue to shape their plans for 2021, and you should learn from them too.

About Thinkspace: Lake Giles is the Director of Operations and Sales at Thinkspace, the jewelry industry’s leader in website development and design. With an MBA in Marketing and multiple Google Ad certifications under his belt, Lake is an expert at helping independent jewelers navigate the complexities of the digital world for their businesses.

Thinkspace is the jewelry industry’s leading website platform, with more than 500 independent retailer websites powered by its software. Thinkspace provides integrated connections to every major jewelry inventory system and offers a Cloud inventory of over 600,000 products from more than 600 brands and manufacturers, making it easy for their retailers to compete in the digital world. The Thinkspace platform is constantly evolving as new functionality and features are built into the system and made available to all of their customers at no additional charge. 

The Evolving Cyber Security Threat To The Jewelry Industry

Jan 21, 6:45 pm – 7:30 pm EST

Dutch Holland-Merten, HMH CONSULTANTS


The seminar will cover the evolving threats and risks to all retail areas especially jewelers and will aim to provide education on how to avoid these new security issues.

We will discuss how the unseen and previously unheard-of cyber aspects are targeting retail stores. The stores are now seen as ‘low hanging fruit’ for hackers and criminal gangs to target and make significant financial gain without even stepping foot on the premises.

The presentation will finalize with how training and awareness campaigns for specific threats can protect your industry, and how your staff can help become the front line to both your physical and cyber defense policies.

About Dutch: Born and raised in London, Dutch joined the Royal Marine Commando’s at 25 where he served his first combat tour in Helmand Province, Afghanistan in 2010. 

He returned home and qualified as a member of the Royal Marines’ Police Troop and was sent back to Afghanistan for a second tour in 2011.  

After 7 years of service, Dutch was honorably discharged and joined a high-profile private security team working within the USA and Caribbean.  During this time, Dutch studied and gained his master’s degree (MSc) in Organizational Resilience and Security.

5 Crucial Customer Experience Changes For Your Business

Jan 21, 8:00 pm – 8:45 pm EST

Jason A’alona, PODIUM


As businesses across the globe reopen in a pandemic world, they’re finding one thing in common—their traditional customer experience offerings no longer cut it.

Customers have changed, and their expectations have altered significantly. Recent data shows customers expect more convenience, personalization, and effective technological use than ever before. And they’re more willing to switch to another business if those needs aren’t met.

As your business reopens and continues to navigate the modern market, you and your team will need to understand these new expectations, reevaluate your business model, product, and operations, and consider other critical factors of a constantly fluctuating pandemic status. If you want to seize the opportunity to get ahead, you will need to completely reimagine your customer experience—from the standpoint of the new consumer.

Join Jason A’alona to learn about the five crucial customer experience improvements you need to make to set yourself up for success, along with: 5 questions to consider as you reopen Key consumer behavior trends since Covid-19 Actionable tips for how to reopen successfully.

DAY 2: JAN 22

Free Tools To Enhance Your Website’s User Experience

Jan 22, 8:45 am – 9:30 am EST

Anish Desai, STAR GEMS


You have your website… but what is next? In this engaging session, we will share 5 tools that will enhance your customer experience and engagement once they visit your website.

Best of all, these are very easy to implement directly into any website. Each will forever leave a lasting impression for your visitors

The New Jewelry Salesperson – Your Next Hire for the Digital Age

Jan 22, 10:00 am – 10:45 am EST



For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves… but what about how this technology should be changing the jewelry salesperson.

Marketing, specifically digital marketing, is very sophisticated and unless you have in-house people who are well trained even certified in things like paid search, SEO, Facebook advertising, etc, you should leave those efforts to professionals.

However, any agency you work with should or will need various assets to help them do their job more effectively. We’ll look at how taking a fresh approach to hiring staff and identifying their intangible traits that can help create more curated content and manage online assets such as the store website and product photography.

About Shane: Shane is Vice President and oversees Fruchtman Marketing’s creative and digital initiatives. With over 25 years of agency experience, he has set himself apart from other social and digital marketing experts by providing solid strategy and insight on proper methods for successfully building an online presence. He is a popular speaker on digital marketing and is a contributing writer to a number of industry publications.

Fruchtman Marketing is a full-service marketing agency that specializes in the jewelry industry and works with many of the country’s finest jewelry retailers, manufacturers, designers and trade groups. They have presented seminars at the most prominent tradeshows and are contributors to the top industry publications.

How to Recession-Proof Your Business with the Best E-Commerce Strategies

Jan 22, 11:15 am – 12:00 pm EST

Ross Cockerham, PUNCHMARK


Join Ross Cockerham from Punchmark as he discusses the key factors that made the most significant differences in clients going from making $10,000 per year in e-commerce to $100,000+.

Learn about what successful retailers have grasped in 2020 that will catapult them into 2021 and make their businesses withstand any future recession or pandemic.

About Ross: Ross Cockerham has been involved in the jewelry industry for over 20 years, helping retailers learn to run their stores more effectively and grow their businesses. As CEO of Punchmark, the leading jewelry website platform, his mission is to represent jewelry stores in the best possible light, while generating sales and saving time for store owners and managers. He learned that this can only be achieved by listening to clients, paying attention to the latest trends in technology, and focusing every possible effort on helping clients grow their digital presence.

How To Promote Your Jewelry on FREE Google Product Listings

Jan 22, 12:30 pm – 1:15 pm EST



Join us for this 45-minute interactive marketing workshop where we will show you step-by-step how to get your jewelry promoted for FREE on Google Product Listings. At the end of this workshop you’ll be able to set up Google Product Shopping Campaigns, generate a product feed for Google Merchant Center, create a promotion, sync stars/reviews, and measure ROI. You will also learn tips and tricks for optimization and see examples from real life case studies.

About Brian: Multinational organizational development consultant who works with senior management on marketing strategies to generate revenue, tackle process challenges and train teams. His global client roster includes Coca Cola, MySpace, Creative Artists Agency, and more.

Recent speaking assignments include South By Southwest and American Chamber of Commerce Abu Dhabi. He is an instructor at California State University, Northridge and his writing on marketing strategy has been published in Entrepreneur Magazine, Forbes, and C-Suite Quarterly.

IGNITE is an organizational development consultancy that improves PEOPLE, PROCESS and PROFITS. Our approach to marketing, product development, systems improvement, and training is focused and methodological. We identify market potential, execute, reveal results, and pivot faster than any Big Four consulting firm, while maintaining the premium quality standard. We have worked with CEOs, Management and Entrepreneurs in most global industries, from structural timber, to consumer products, fashion, AI, publishing and events. Our mission is to help you generate revenue, capture market share, and bring your vision to fruition. Our services include: market research, writing, lead generation, advertising, strategy, video, public relations, SEO/ SEM, events, artist representation, international expansion, employee training, operations, design, and web technology development.

Leveraging Technology to Advance Your Business

Jan 22, 1:45 pm – 2:30 pm EST



2020 has seen rapid change for businesses of every size.  As a result, leveraging technology to advance and operate your business is more important than ever before. In response, Jewelers Mutual ®Group is bringing leading jewelry service providers together in a new digital experience for the entire industry. Join us to discover how leveraging technology and expanding your digital presence will acquire new customers, build out your network, and operate your business more efficiently.

Officially launched in August of 2020, the Zing® platform provides an easy-to-use one-stop-shop designed for the jewelry industry to facilitate the digital connections necessary to be successful in today’s world. In addition to being the hub for products from Jewelers Mutual, the platform features a Diamond Marketplace powered by IDEX and a Jewelry Appraisal Solution leveraging the expertise of Gemworld, and a growing list of tools to make operating your business easier and more efficient than ever before.

Attend this webinar if you want to be empowered  to make smarter business decisions and create a more seamless customer experience. Get access to tools that will maximize your business potential.

Experts from Jewelers Mutual will show how simple it is to use their platform that harnesses data unlike anything else in the industry.

About Adam: Adam Gerety – Vice President, Platform Operations – Adam has overseen the development of the Zing® platform since 2019. Previously, he was with Citi Financial Services and MoneyGram International, where he developed an extensive knowledge of platform infrastructure needs, customer-first experience demands, and leading complex technology projects. He leads the Jewelers Mutual team in Dallas, TX and is a patented inventor.

Since 1913, Jewelers Mutual® Group has protected and supported jewelers. 2020 was one of the most challenging years in the history of our industry, but they continued investing in technology to help you thrive today, and tomorrow. In August, they launched the Zing® platform – a hub that provides access to their shipping, care plan, and insurance products, as well as a Diamond Marketplace powered by IDEX and a Jewelry Appraisal Solution leveraging the expertise of Gemworld.  It’s free to join, open to everyone, and will help empower smarter decisions and create seamless experiences. 

The Importance of Good Content for Digital Marketing & Advertising

Jan 22, 3:00 pm – 3:45 pm EST

Brian Lazar, IGS


Take a journey as we discover some of the differences between “good” and “bad” creative content, and the astounding impact it can have on your brand. This session will showcase those differences, including practical ways to assess your existing content. It will also help identify pathways to acquire quality content and how you can use it to elevate your digital marketing strategy.

About IGS: IGS Creative helps companies in the luxury goods industry develop and implement their branding strategies, employing innovative and successful marketing approaches.

With extensive experience in this industry, we deliver fresh ideas and proven practices, and we pride ourselves on staying one step ahead of the trends. We have built a reputation for delivering high-quality services at competitive prices.

Evergreen and Omnichannel – The Two Most Important Things to Focus on in Digital for 2021

Jan 22, 4:15 pm – 5:00 pm EST

Benjamin Smithee, THE SMITHEE GROUP


If 2020 taught us anything it is that predictions of the future are futile. That said, we must understand the evolution of marketing and advertising to show us where things are headed and how your business can best prepare. With the opportunities digital marketing, social media, and online advertising present to your business there is an increasing opportunity cost to not be fully invested. Consumers today expect an omnichannel approach to marketing, advertising, and customer experience. They consume media across a variety of sources at a self-service pace and no longer only build trusted relationships with brands in one environment. Is your business ready? Join Ben Smithee, CEO of The Smithee Group, to learn how your business can leverage the full competitive advantages of digital marketing and social media, and prepare your business for successful growth!

About Ben: Ben’s entrepreneurial journey began when he co-founded one of the first Millennial-focused research and strategy firms in 2009. In 2015, Ben launched The Smithee Group, a Digital Growth Agency with a mission to empower entrepreneurs and businesses to dream bigger and achieve multi-generational integrity. Ben has spoken to audiences around the world in over 20 countries, across 6 continents. He’s regarded as a go-to expert in digital marketing, the future of retail, and the Millennial and Gen Z consumer segments.. He is most passionate about the work he does in the community on the Board of Trustees for Big Brothers Big Sisters of NYC where he currently resides with his equally-ambitious wife, Nicole. He has been matched with his Little Brother, Evin, since 2015. Ben also serves on the Board of Directors for the Women’s Jewelry Association, and for Gem Legacy – helping to support the artisan mining communities in Africa.

Jewelry Appraisals in a Digital World: Meeting and Exceeding Your Customer’s Expectations

Jan 22, 5:30 pm – 6:15 pm EST

Raphael Boivin, INSTAPPRAISE


Often a neglected aspect of many jewelry businesses, appraisals can be used as a powerful tool to strengthen relationships with your customers.

Providing appraisals with new creations gives a strong signal to your customers that you stand by the products and services you deliver.

Appraisals help create trust in your brand and help you get free additional exposure when shared with third parties such as insurance providers or law practices.

In this presentation, we will discuss how Instappraise’s appraisal creation and distribution platform solves the many challenges that come with creating & distributing highly detailed appraisal documents in a timely manner.

We will also discuss how Instappraise’s technology offers jewelers and appraisers an innovative way to distribute digital appraisals while providing an impeccable user experience to their customers.

Join us on January 22 to discover how making the transition to digital appraisals will help you grow your jewelry business!

Hyping It Up: Winning Social Media Strategies That Drive Business

Jan 22, 6:45 pm – 7:30 pm EST

Jacqueline Slone, Socially Studios

Things have inherently changed within the past year. Jewelers were forced to find ways to stay relevant and engaged with their clients.

 E-commerce has been around for some time but until recently, independent jewelry stores were still utilizing their websites to educate their clients. Shopping carts were not enabled, the stock was not up to date with what stores had available, and vendors were shut down.

This is where social media comes into play! Personally, I sold around 400k in product just by posting on Facebook. Log in so that you can see how utilizing social media the right way will increase foot traffic, increase revenue, and provide a personal way for you to keep in touch with your clients! 

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