Jewelry Marketing

Jewelry Marketing – 10 Essential Tips

By: Frank DePino | May 9, 2024

Jewelry marketing is an essential component of ensuring the long-term success of your jewelry business. The jewelry business is highly competitive, and never before have consumers been presented with so many options as to where to spend their money. As such, you simply cannot afford to slack in regard to your marketing efforts.

A comprehensive jewelry marketing campaign requires a considerable degree of planning, execution, and oversight. With that said, the digital nature of consumerism affords you the opportunity to advertise your jewelry business in a variety of methods. Tactics such as social media advertising, online storytelling, and proper website optimization are a few examples of worthwhile enterprises and are only the tip of the iceberg.

In what follows, we’ll take an in-depth look at the marketing strategies that will significantly boost the business and presence of your jewelry store. Let’s get going!

Why Does Your Jewelry Business Need Marketing?

The jewelry business is saturated with competitors – in fact, there are over 45,000 jewelry stores operating in the US. Consequently, the need to separate your business within the industry has never been more vital. In order to stand above your competition, you must exhaust every possible option, and this absolutely includes effective marketing.

Your marketing efforts will not only aid in besting your competition but will also serve to broaden public awareness of your business. This, in turn, will significantly contribute to your bottom line, thus allowing you to grow and expand your business in meaningful ways. Put simply: you need marketing in order to survive.

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10 Fantastic Digital Marketing For Jewelry Ideas

1. Website Optimization

Your website represents an incredibly important facet of your business. It stands as a digital representation of your business and is often the first touchpoint between your business and potential clients. Knowing this, your website needs to be optimized for success in several key areas.

First, it is critical that your website be optimized for performance on mobile devices. Indeed, mobile devices have firmly established themselves as omnipresent utilities in daily life and consumers spend extraordinary amounts of money using their mobile devices. Consider that mobile devices will account for over $500 billion in sales in 2023, and are projected to rise to over $700 billion by 2025.

In light of these forecasts, the performance of your website on mobile devices is essential to the flourishment of your jewelry marketing. Ensure that your website loads quickly, is properly formatted, and is easy to navigate.

For more information on the advantages of a responsive website, read our article on mobile first web design.

2. High-quality photos

Also, incorporate professional, high-quality pictures in your website. Jewelry by nature lends itself to the medium of photography; stunning pieces are inherently beautiful and deserve to be showcased properly. Consumers browsing your website will be appreciative of the ability to view your merchandise and there is no doubt that visual representations of jewelry elicit strong emotions in potential buyers.

Furthermore, take the time to construct thoughtful, emotionally engaging descriptions to accompany the photos you display on your website. Jewelry purchasing is often infused with strong emotional components, and you can leverage these emotions through beautifully crafted descriptions.

Mediaboom shows how it has optimized its local SEO to get more visibility.

3. Search Engine Optimization (SEO) and Local SEO

The importance of SEO cannot be understated. In essence, the practice of SEO refers to establishing your business at, or near, the top of a user’s internet search results.

Say, for example, an individual is looking to purchase a diamond necklace and plans to begin their quest by conducting a Google search. Proper SEO will ensure that your business is listed prominently in the search results, thus increasing the likelihood of that individual visiting your website and making a purchase. To further underscore the importance of SEO, it is important to note that 81% of consumers begin their purchasing process through an internet search. With such a large number of consumers searching the internet for products, your jewelry business must be among the first few options.

Local SEO falls under the broader umbrella of SEO and is defined by the practice of increasing awareness of your jewelry business within the local community in which you operate. There are a couple of key methods through which to accomplish successful local SEO.

First, be sure that your Google Business Profile is sufficiently infused with the necessary criteria, as it is a powerful tool when properly optimized.  According to Google, your Google Business Profile provides you with the opportunity “to connect with customers, post updates, list your products and services, accept online orders, and more.”

Second, maximize the presence of your business within local listings. A local listing refers to the mention of a specific business – such as its name, website, telephone number, address, etc – in an online capacity. The more frequently your business is mentioned, the higher you will place in online search results.

Need more tips for local SEO? Then check out this awesome article with 13 tips for success!

4. Blogging and Content Marketing

Both blogging and content marketing are excellent ways to engage customers, exhibit your industry expertise, produce new leads, and instill customer satisfaction.

The regular publication of blogs and content marketing will keep current customers engaged, as well as entice new customers to explore what your jewelry business has to offer. Furthermore, both enterprises are designed to be accessible free of charge, which will certainly impress potential clients and boost overall levels of customer satisfaction. Finally, you can infuse your blogging and content marketing with targeted content, intended to reach a specified audience. For example, you construct pieces surrounding particular items – rings, necklaces, earrings, etc. – when seeking to boost sales in a specific area.

To learn more about the need for content marketing, take a look at this article for all the information you need.

5. Instagram Marketing

Instagram represents an ideal social media platform through which to conduct wonderful jewelry marketing.

The platform is a wildly popular form of social media – in fact, there are nearly 160 million active Instagram users in the US. Therefore, marketing your business on Instagram allows you to connect with a vast audience through the publication of an advert.

Also, Instagram is a unique social media platform in the sense that it is intentionally designed to be dominated by visuals – both pictures and videos. Again, jewelry lends itself perfectly to photography, and Instagram is the perfect platform to highlight your merchandise.

Furthermore, Instagram’s demogra[hics tend to skew toward a younger audience. Indeed, over 61% of Instagram users are aged between 18-34 years of age. This age range represents an enticing marker for the jewelry business, for a very present and obvious reason: engagement rings. For many people, an engagement ring is the most expensive piece of jewelry they will buy, and these purchases are overwhelmingly made by individuals in their 20s and 30s. As such, your jewelry marketing campaign can capitalize on this lucrative segment of the industry by effectively advertising on Instagram.

6. Social Media Marketing

In addition to Instagram, there are several other social media platforms that are viable options for your jewelry marketing campaign.

The primary platforms are represented by Meta, Twitter, and Pinterest, all of which deserve your attention. Each platform is geared toward a particular demographic, thus affording you the chance to connect with potential clients of varying ages and backgrounds. Additionally, these platforms offer helpful insights through data reports on the effectiveness of your marketing efforts, allowing you to finetune your advertisements as your campaign progresses.

Social media is immensely popular in the US, with over 70% of the population engaging in some form of social media on a daily basis. Therefore, it is critical that you actively and consistently engage in digital marketing for jewelry stores on all of the aforementioned platforms.

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7. Influencer Marketing

Influencers – popular online personas – can be excellent ambassadors for your jewelry business. Influencers achieve this designation by amassing a large online following and then promoting certain businesses to their audience. When done properly, this method can be extremely effective at capturing new clientele.

Take the time to properly research potential influencers prior to making initial contact. You should consider the individual themselves (are they an appropriate choice for your jewelry business?), the size and demographics of their audience, and how frequently they can promote your business. Remember – influencers are often the “face” of a brand, and you want to choose carefully.

Mediaboom's marketing specialist is preparing the newsletter for his jeweler client

8. Jewelry Email Marketing

Email marketing should be a core component of your jewelry marketing campaign. It represents an easy, efficient, cost-effective method through which to further customer engagement, contact new leads, and share important information regarding your jewelry business (news, promotions, etc.). Email addresses are often readily acquired through your overall digital marketing efforts, and you need to leverage this information by performing regular, engaging email marketing.

This guide on email marketing will no doubt get you headed in the right direction!

9. Storytelling and Storyselling

While they sound nearly identical, storytelling and storyselling accomplish different goals through similar execution.

Storytelling is the art of sharing critical facets of your business. For example, storytelling is designed to offer insights into your brand – who you are, what you believe in, and how you operate – by constructing a narrative around these particular topics. The goal of storytelling is to bolster customer loyalty through the creation of a strong emotional connection between consumer and business.

Storyselling, on the other hand, is the practice of leveraging customer experiences to create compelling stories to share with potential customers. As a hypothetical example, perhaps a woman recently bought a necklace for her daughter and had an exemplary experience shopping at your jewelry business. Take her experience and construct a captivating story that underscores the emotional aspects of her purchase, the care and attention she received from beginning to end, and the response of her daughter upon receiving the necklace. A story such as this resonates profoundly with potential consumers as it allows them to envision a similar experience and outcome.

Storytelling and storyselling are both fundamentally important in establishing brand loyalty and creating a deep and sincere emotional connection within your client base.

10. Brand Marketing

Businesses thrive or collapse according to the successful implementation of their brand. A brand represents the way people perceive your business upon interaction, and it is vital that your brand be thoughtfully executed and consistently reinforced. Brand marketing is centered around the promotion of the business and brand as a whole, rather than the advertisement of a specific product or service.

In addition, your brand needs to be unique in order to distinguish yourself within the broader marketplace. Selling jewelry isn’t necessarily unique; your brand, on the other hand, needs to be. Consumers should be able to interact with your band and immediately come to a precise conclusion as to who you are and what you do.

The jewelry ecommerce customer is trying on the ring she saw online at the website.

Bonus Tip: E-Commerce and Online Sales

The internet has evolved in a plethora of ways since its inception, but perhaps one of the most profound evolutions revolves around the enshrinement of the internet as a marketplace. E-Commerce is a booming industry, generating nearly $1 trillion in sales in 2021, and this trend will only continue to grow as more and more people view the Internet as their premier means of shopping.

E-Commerce has also given rise to a multitude of online marketplaces, with several of these establishing a firm and broad foothold.

Etsy

Created in 2005, Etsy is an online marketplace in which individual sellers can market their goods. Sellers create their own virtual “storefront” and advertise their merchandise to potential customers. Etsy generated over $13 billion in sales in 2021 and is an extremely popular destination for jewelry businesses. If you’re interested in selling your jewelry on Etsy (you should be!), head over to their website for more information.

Worthy

While Worthy is similar to Etsy due to the fact that they are both online marketplaces, Worthy is unique in the sense that it specializes in the sale of jewelry. Vendors advertise their jewelry and customers engage in an auction in order to purchase. Worthy offers a simple, straightforward way of selling your jewelry, and it deserves consideration when contemplating other avenues to boost sales.

eBay

eBay is yet another example of a mammoth-sized online marketplace. eBay lists a seemingly limitless number of items for sale, and customers either pay a flat fee or engage in a bidding war to secure intended items. Jewelry is a wildly popular category on eBay, and you stand to increase your sales by creating a presence on eBay.  

Elevate Your Luxury Brand Today

Schedule Your Free Consultation

Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Work with a Jewelry Marketing Agency

A holistic and efficacious marketing campaign is an undeniably involved and resource-intense operation. It requires persistent oversight and modification in order to achieve maximum success and is best served by enrolling the assistance of marketing experts. Lucky for you, the team at Mediaboom excels in jewelry marketing and is standing by to offer you unique insights and strategies that align with your individual needs. Reach out to Mediaboom today to get started!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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