Peep These Virtual Jewelry Shopping Events, Then Plan One of Your Own

No question that this is is a big week for jewelers and designers given that Mother’s Day is Sunday. I said as much last week when I highlighted Lika Behar’s very mom-friendly alphabet charms.

As such, a slew of jewelry shopping events and trade shows are happening this week (and next week) and if, like me (I’m notoriously literal), you have trouble getting your head around what that looks like, I’ve rounded up a bunch of them below.

Check them out and see what vibe and format seems doable, on-brand for your company, and enticing to your customer base. My hope is that test-driving the technology, and critically considering the optics, will guide you to the right platform.

Even if your state’s social distancing guidelines are loosening, virtual jewelry shopping events may be what customers are most comfortable with for a while. The good news is you can go low-key (just corral some product in a special section on your site and maybe offer a compelling  discount and promote the heck out of it on your social channels) or go full-on JTV and host a video event with live product (great recent references to consult for the latter right here from Bryn Mawr Jewelry Co. and Diamonds & Gold Green Bay).

Since it’s only Monday, you still have some time to stage something fun and exciting in time for Mother’s Day (and don’t forget graduation gifts!). Scroll down for inspiration galore.


Metal & Smith: The Virtual Mother’s Day Trunk Show
Through May 9 at

Debra Navarro Beatrice lariat necklace
Debra Navarro is one of the featured designers in Metal & Smith’s virtual trade show event. Beatrice lariat-style necklace in 18k recycled gold with 15.41 ct. orange tourmaline and 0.37 ct. t.w. colored diamonds on 29-inch custom chain, $9,699.

Check out our recent coverage of how Metal & Smith has pivoted its trade show format due to the corona crisis. The show reacted quickly and has been promoting it vigorously with #mothersdayisnotcanceled.

A Current Affair
May 8-10 via Instagram Live

Marteau co bracelets
Designer Ariana Boussard-Reifel will be participating in A Current Affair’s virtual experience with her vintage jewelry line

The acclaimed vintage market, A Current Affair, which takes place in Los Angeles, New York City, and the Bay Area, is taking its vendors, including several jewelry dealers, to Instagram for a live-format shopping event.

Brimfield Antique Flea Market
May 11–17, via Instagram

Vintage 1920s ring from What Is Thing
A fresh 1920s ring from one of the dealers participating in the Instagram version of the Brimfield Antique Show next week (image via:

Plenty of us in the jewelry community live for the May edition of the Brimfield show, where fine vintage and estate jewelry is one of the biggest draws. The logistics of gathering such a massive group of vendors in a live format makes my head ache a little, but if the showrunners can pull it off, imagine the fun. My OOO will be on all day.


Mother’s Day Trunk Show at the Clay Pot
Through May 6 at

Margaret Solow necklaces at Clay Pot
Gemstone, diamond, and 18k gold necklaces, prices on request; Margaret Solow

Nothing crazy here, but the NYC store has a curated a Mother’s Day section on its website filled with affordable finds by some of its most popular designers. To drive traffic, the Clay Pot has partnered with designer Margaret Solow on an Instagram giveaway (prizes pictured above), cross-promoted on both of their feeds.

Skewes Jewelry Live: Mother’s Day Edition
May 6 at 7 p.m. CDT via Facebook Live

Frank Reubel blue topaz and peridot ring | JCK On Your Market
Designs by Frank Reubel will be part of the Facebook Live sale hosted by Skewes Jewelry.

The Marshall, Minn.–based store will have some staff talking about numbered display items, while others monitor comments and work the phones to fulfill orders. A variety of price points and styles will be featured, including jewelry by award-winning designer Frank Reubel. Special discounts will also be offered. This week, in the run-up to Mother’s Day, the store will be open for curbside repair drop-offs and order pickups and one-on-one appointments (wear your mask!).

Hannah G Trunk Show at Stephanie’s
Through May 11 at



Hannah G gold alphabet charms
Alphabet charms in 14k gold, prices on request, Hannah G.

The super-chic Scottsdale, Ariz.–based fashion boutique is hosting a virtual trunk show with Arizona-based designer Hannah Gard of Hannah G, who is know for her affordable 14k gold  gemstone earring and necklace charms and stacking rings. The store plans to package and promote the event as an opportunity for graduation gift-giving and will offer and a 25% discount to incentivize shoppers.

Facebook Live Jewelry Sale: Daniel Diamonds
May 7 at 7 p.m. MDT via Facebook Live

Daniel Diamonds Iris ring
Iris ring with natural blue zircon and diamonds ring 14k yellow gold with satin finish, $843, Daniel Diamonds

The Evergreen, Colo.–based jeweler is hosting its second pandemic-era shopping event live on Facebook. Its previous event offered prizes and a range of 70% off items, and the Mother’s Day edition will likewise include giveaways and discounts.

And a few more popped up on my radar, right before posting this, so here are the quick details on those:

Pamela Zamore Trunk Show at Gem Jewelry Boutique
May 6 at 11 a.m. CDT via Instagram Live

Celebrate Mom Live Sale Series at Little Treasure Jewelers
May 4–10 at 2 p.m. EDT via Facebook Live

Shop With Tiffany Live at Avalon Jewelers
May 8 at 1, 2, or 3 p.m. EDT via Facebook Live


Top: These Hannah G Jewelry assorted gemstone charms in 14k gold are perfect for Mother’s Day and graduation gifts (most are under $500).

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Amy Elliott

JCK Contributing Editor

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