Marketing Strategies for Jewellery Brands: Effective Marketing Plan to Power a Winning Strategy

Consumers are increasingly comfortable shopping for jewellery online and are making many more major purchases this way since the pandemic.

In the UK, the online share of the jewellery retail market is growing all of the time. It currently stands at 50.9%, but it’s expected to reach 54.4% by 2028.

This growing interest in buying jewellery online is also represented by global market growth in this area. Back in 2020, the online jewellery market was valued at $43.1 billion. Today, it’s valued at $76.37 billion. By 2027, this figure is expected to reach $117.3 billion.

Estimated value of the global online jewellery market in billion U.S. dollars - Source: Statista

However, jewellery brands and mid-market retailers are also experiencing declining store numbers and consumer uncertainty, increasing competition from niche independent brands. So, retailers and speciality stores need to redouble their efforts to stand out while avoiding the fate of retailers like Links of London, who succumbed to threats in 2019.

Despite the fragility of the high street, jewellery purchases have increased: the forecast value of the UK jewellery industry in 2023 is £5,950m.

An increasing number of digital shoppers, a rising female population, an expanding middle class, and a surge in tourism are contributing to global market growth. However, there are challenges in the form of depletion of raw diamond reserves, e-commerce fraud and even delayed marriages.

Furthermore, evolving perceptions of prestige - online, virtually, and in real life - are creating fresh priorities and opportunities in the jewellery industry for the foreseeable future. This includes exciting ventures into NFTs, augmented reality (AR), and the Metaverse.

So, what trends do we expect to see in the jewellery market in 2024 and beyond? How can brands understand the drivers and behaviours of different demographics to create effective growth strategies? Let’s delve into digital marketing for jewellery businesses in more detail.

Why Do Jewellery Brands Need a Marketing Strategy?

A digital marketing strategy for a jewellery brand is necessary to be successful in this competitive industry. Your strategy will clearly describe how you will find new customers and which jewellery styles and services you will promote.

Your marketing strategy is a crucial component of your business plan. Without it, your business risks faltering and struggling to succeed. A clear and concise marketing strategy should outline your target customer, the unique style of your jewellery, ideal pricing, and effective methods for advertising both in stores and within the local market.

Marketing Spending by Jewellery Brands and Market Size

Let's look at a few interesting statistics when it comes to jewellery brands and what they’re spending on marketing.

While stats aren’t readily available for the UK market, research shows that jewellery stores in the United States spent $568 million on advertising in 2022, an increase of over $30 million compared with the year prior.

Worldwide spending on advertising has also increased. Signet jewellers, for example, spent $527 million on advertising in 2022, a significant jump from the $343 million spent the previous year.

Effective Marketing Strategies for Jewellery Brands

Digital marketing is one of the most in-demand marketing industries today, with a proven track record of producing solid results. Given that today's customers spend more time browsing the Internet, digital jewellery marketing campaigns play a vital role in creating and building the image of a jewellery brand, in addition to accelerating growth and sales.

Here are the top 10 digital marketing strategies for jewellery to include in your brand's digital marketing strategy to promote your business.

1. Build a Great Website

Your website is the number one online spokesperson for your brand. Whether you have an offline or online store, a great eCommerce website should be one of your jewellery brand’s digital marketing strategies. Make sure the site is easy to navigate and has all the necessary information about your brand, products, and more.

2. Make Your Website SEO Friendly

What's the point of creating a great website if your Google rankings aren't impressive? This is why you need SEO for your website content. Your Google rank is important for your webpage because a Google first-page rank increases your page's visibility and makes it easier to find.

3. Raise Awareness on Social Media

Social media continues to be pivotal for product-based businesses like yours. Platforms like Instagram, Facebook, and TikTok have advanced features that support seamless e-commerce experiences directly within the apps.

Leveraging shoppable posts, live streaming for product launches, and utilising social media analytics to tailor content to audience preferences are essential.

Additionally, incorporating user-generated content (UGC) and influencer partnerships can significantly enhance your brand authenticity and reach.

4. Create Engaging Content

Content plays a vital role in a jewellery brand's digital marketing campaign. It helps to attract customer's attention and sell your product. Whether it's your brand's website or social media, focus on creating engaging content that engages your audience in communication.

In addition to social media and a website, posting informative blog posts that include interesting infographics, polls, and more will increase your content engagement.

5. Blog Regularly

Blogging remains an essential strategy in digital jewellery marketing. However, current best practices emphasise creating long-form, high-quality content that answers user queries comprehensively. Integrating multimedia elements like videos, infographics, and interactive features can boost engagement.

Additionally, updating existing blog posts with the latest information and optimising for voice search can further enhance visibility and relevance.

6. PPC Ads

Pay-per-click (PPC) advertising remains a valuable strategy for jewellery brands.

Modern PPC tactics involve advanced audience targeting, including remarketing to previous website visitors and using lookalike audiences to find new customers similar to your best existing ones.

Additionally, leveraging AI and machine learning for automated bidding strategies can optimise ad spend and improve ROI.

It's also beneficial to incorporate visual search ads, especially on platforms like Pinterest and Google Shopping, to capture high-intent buyers.

7. Don't Forget Influencer Marketing!

Influencer marketing has evolved to include not just macro-influencers but also micro and nano-influencers, who often have more engaged and niche audiences. Collaborating with influencers to create authentic content, such as behind-the-scenes looks, product reviews, and unboxing videos, can build trust and credibility. Additionally, utilising platforms like Instagram Stories and TikTok for influencer takeovers can provide fresh, engaging content that resonates with younger demographics.

8. Keep Your GMB Updated

An updated and active Google My Business helps people easily find your business address and contact details. When people search for you, your GMB listing will appear on Google and help your business drive more store visits. Additionally, GMB listings help drive traffic to your site!

9. Increase Sales Through Digital Advertising

Digital advertising is a great way to increase your sales. This will help you reach suitable audiences who are more likely to buy the jewellery you sell. You can choose the platform you want to advertise on based on your advertising goals, budget and, most importantly, your target audience.

10. Email Marketing

Email marketing continues to be a powerful tool for customer retention and engagement. Advanced strategies include personalised email campaigns using dynamic content based on user behaviour, automated workflows for abandoned cart recovery, and segmentation to deliver highly relevant messages. Additionally, integrating interactive elements like polls and product recommendations can increase click-through rates and foster a deeper connection with your audience.

Mistakes Jewellery Business Owners Should Avoid

The jewellery industry is booming. As the digital world expands and customers switch to online shopping, jewellery designers are increasing their online presence. Therefore, jewellery designers should pay more attention to their online business. However, there are some common mistakes jewellery designers make, so let’s take a look at them so you can avoid doing the same!

Poor Or Inconsistent Product Shots

Your design visuals are one of your best online marketing tools. Consistent, high-quality images are essential to look professional and increase sales. A high-quality image of your jewellery makes the product look good and gives your brand a premium feel.

No Website

Third-party websites are a great place to get sales and traffic. However, nothing is better than having your own brand website. It gives your brand legitimacy, allows you to attract leads or potential customers, and creates a place for people to learn more about you, which leads to more sales over time.

Most jewellery designers know very little about web design and web marketing. This often leads to a lack of understanding of the real cost of running a successful website. You should see your website as an offline store.

Expecting to be Found Magically

You’ve created a fantastic collection and put it all on your e-commerce platform. But nobody is buying?! That’s because you don't do marketing. If you don't share your jewellery brand with the world, you can't expect sales.

No Payment Gateway

Payment gateways enable you to accept payment via various methods and locations. Encryption ensures that sensitive information, such as credit card numbers entered into virtual terminals or e-commerce websites, is transmitted securely from customer to merchant and from merchant to payment processor.

No Social Media Presence

Social media gives brands the ability to connect directly with their customers. A strong and consistent social media presence is the key to a successful online business.

Not only is failing to have a social media presence bad, but duplicating your posts across platforms isn’t recommended either! We often see brands sharing the same post across their Facebook, Instagram, Twitter, Google, and Pinterest accounts. This is a big no!

While each platform tends to have a dedicated user base, you will find that most people have accounts on multiple platforms. When they discover that you are posting the same content on all social media, they’ll stop following you across all accounts, meaning you lose connection and engagement.

Successful Jewellery Marketing Campaigns

As a brand, you need to go one step further, share and own what you represent, understand who your target audience is, what they care about, and ultimately your brand and potential. Connecting customers requires digging deeper into why your brand exists and the audience you're targeting. This is the foundation of your strategy and should be promoted in every message.

To help you get started, here are valuable and successful high-end jewellery brands' digital campaigns that can spark inspiration for your own jewellery campaign ideas.

David Yurman's Marketing Campaign

As a brand, David Yurman has consistently shown how to use marketing to reach a target audience and incorporate jewellery into a variety of outfits and styles. So far, they have collaborated on Instagram and YouTube with prominent beauty, fashion, and lifestyle influencers.

Image Source: Instagram.com/p/ChhprAWDGZB/

Collection Of Bulgari Short Films for Mother's Day

To celebrate Mother's Day, Bulgari has collaborated with Vogue magazine to create a heart-warming short film focusing on the bond between mother and daughter. Starring Vanessa Bryant and Natalia Bryant, this film shines a light on the special bond between mothers and daughters around the world.

Likewise, they made another short starring Melanie Griffith and Stella Banderas. In each film, the women wear different Bulgari jewellery pieces and talk, but never really talk about the brand.

Mikimoto's Wedding Short Film

To promote her collection of Japanese pearl jewellery, Mikimoto beautifully portrayed every bride's desire to be treated like a queen on their wedding day. The dreamy short film shows a young actress as a bride who introduces herself as a movie star. The central idea of the campaign was to highlight that every bride who wears Mikimoto bridal jewellery is nothing but a heroine or a celebrity and that whoever wears Mikimoto pearls can shine like a movie star.

Image Source: Instagram.com/p/CRNhVR7hkvx/

Swarovski's #Mysparkdelight Campaign

Swarovski UK launched a Twitter campaign - #MySparkDelight, inviting followers to share a photo of something or someone that has been a "sparkly joy" during difficult times. The idea was to encourage people to appreciate their blessings and spend time with the things and people that make them truly happy.

The campaign was a huge success, as it gave people a moment to appreciate their blessings during a difficult time.

Image Source: Milled.com

5 Jewellery Advertising Ideas

There is no doubt that there are millions of jewellery companies out there, which makes it all the more important to create an integrated jewellery marketing campaign. But don't worry if marketing isn't for you. We have great ideas on how to quickly implement a marketing strategy.

Here are some ideas to help you get started.

1. Build a Website for Shopping and Beauty

Your website is your brand’s digital storefront, and it needs to make an outstanding first impression. A high-quality, professional website is crucial to establishing credibility and engaging your audience.

Ensure your website is not only visually stunning but also user-friendly and easy to navigate. This enhances the customer experience, making it effortless for visitors to explore your products and make purchases.

Incorporate sleek design elements, high-resolution images, and intuitive navigation to create a seamless shopping journey.

Remember, your website should reflect the elegance and quality of your jewellery, leaving a lasting impression on every visitor.

2. Post Photos of your Jewellery on Pinterest Regularly

Pinterest is a powerhouse for product discovery, especially in the fashion and jewellery sectors. It's where millions of users go to find inspiration and curate their personal style boards. With its advanced visual search capabilities and shoppable pins, Pinterest allows users to seamlessly transition from inspiration to purchase.

By consistently posting high-quality images of your jewellery, leveraging Pinterest’s Shop the Look feature, and utilising rich pins, you can engage with a highly targeted audience actively seeking new fashion ideas. This platform drives traffic and boosts sales by connecting your brand with consumers who are ready to shop.

3. Email Marketing for Jewellery Brands

Email marketing is an effective tool for connecting with customers on a personal level. It allows you to send targeted newsletters, promotions, and special sales events directly to your subscribers. By keeping your audience informed and engaged, you can build strong relationships, remind them of your beautiful products, and encourage repeat purchases. Personalised email campaigns can make your customers feel valued and keep your brand top of mind.

4. Jewellery Marketing via Social Media Promotion

Regular social media posting is essential for staying relevant to your followers, but to truly expand your reach, you need to tap into social media advertising.

Social media ads are a fantastic way to attract potential new customers who haven’t discovered your brand yet. Platforms like Instagram, Facebook, and TikTok offer powerful advertising tools that allow you to target specific demographics, interests, and behaviours. By leveraging these tools, you can create compelling ads that showcase your jewellery to a broader audience, driving both engagement and sales.

5. Local and Organic SEO for your Jewellery Website

If anyone says that SEO is dead or that it's not necessary, that's a big mistake. On the contrary, SEO is more essential than ever in the evolving digital landscape. Modern SEO strategies encompass more than just keyword optimisation. They now include enhancing user experience (UX), mobile-first indexing, and integrating AI-driven insights to anticipate search trends. Implementing schema markup for rich snippets and leveraging local SEO to capture nearby customers are also critical for maintaining a competitive edge.

What are the Hottest Marketing Trends in the Jewellery Industry Right Now?

Let's dive into the hottest marketing trends that are turning heads and driving sales in the jewellery world.

1. Influencer Collaborations
   Influencer marketing isn't just a buzzword; it's a game-changer. Partnering with influencers who align with your brand can significantly boost your visibility and credibility. Think about it – when someone you admire shows off a stunning piece of jewellery, you’re more inclined to want it for yourself. Choose influencers whose followers are your target audience, and watch the magic happen!
2. Sustainable and Ethical Practices
   Consumers are becoming increasingly conscious of where their products come from and how they’re made. Highlighting your brand’s commitment to sustainable and ethical practices can set you apart from the competition. Whether it’s using recycled metals, ethically sourced gemstones, or eco-friendly packaging, showing that you care about the planet can attract a loyal customer base.
3. Virtual Try-Ons
   Technology is your friend! Virtual try-ons have revolutionised the way customers shop for jewellery online. By using AR (augmented reality) tools, customers can see how a piece will look on them before making a purchase. This not only enhances the shopping experience but also reduces return rates. Talk about a win-win!
4. Personalisation
   People love feeling special, and personalisation is the perfect way to give them that experience. Offering customised pieces or engraving services can make your customers feel unique and valued. From initials on pendants to bespoke designs, the options are endless, and the appeal is undeniable.
5. Storytelling and Branding
   In a world where countless brands are vying for attention, your brand’s story can be your greatest asset. Share your journey, your values, and the inspiration behind your designs. Engaging storytelling can forge an emotional connection with your audience, turning them from casual browsers into dedicated fans.
6. Interactive Social Media Content
   It’s no secret that social media is a powerhouse for marketing. But it’s not just about posting pretty pictures. Engage your audience with interactive content like polls, Q&A sessions, and behind-the-scenes glimpses. The more you interact, the more your followers will feel connected to your brand.

Interactive Content Ideas

• Instagram Stories with polls
• Live Q&A sessions on Facebook or Instagram
• Behind-the-scenes videos of your design process
• Customer features and testimonials

7. User-Generated Content
   Your customers can be your best marketers. Encourage them to share photos and reviews of your jewellery on social media. Create a branded hashtag and feature their posts on your channels. User-generated content adds authenticity and trust, showing potential customers that real people love your products.

How to Encourage User-Generated Content

• Offer incentives like discounts or giveaways
• Create a unique branded hashtag
• Feature customer photos on your social media and website
• Engage with and thank customers who share their experiences

8. Visual Search Technology
   This is a game-changer for online jewellery shopping. Visual search allows customers to upload a photo of a piece they love and find similar items in your store. It's like having a personal shopper available 24/7. Implementing this technology can enhance the shopping experience and increase sales.

A Marketing Plan for a Jewellery Business is a Must

So there you have it: everything you need to know about creating an effective marketing plan for your jewellery business! Taking inspiration from successful brands can help increase your advertising returns, but to avoid the learning curve, we recommend hiring a jewellery marketing agency.