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Consumers are increasingly comfortable shopping for jewellery online and are making many more major purchases online since the pandemic than five years ago. Online jewellery sales are expected to grow at an average of 3.9% per year from 2012 to 2021, with the market expected to reach £21.4 billion by 2022.

According to Gartner L2, the share of online sales of jewellery sales in the US and Western Europe doubled in 2019 at the expense of physical brands. While the UK industry - despite tough business conditions on Britain's main street - still appears to be thriving, thanks in large part to continued demand for luxury goods.

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.

But despite the fragility of the high street, jewellery purchases have increased: the forecast value of the UK jewellery industry in 2022 is £3.3 billion, while global demand for gold jewellery has rebounded in 2021 to reach 2019 levels.

A growing number of digital shoppers, a growing female population, a growing middle class, and growing tourism are cited as factors 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.

In addition, new perceptions of prestige (online, virtual and IRL) mean new priorities and opportunities in jewellery for years to come. Yes, this means NFT, AR and Metaverse.

So, what trends do we expect to see in the jewellery market in 2022 and beyond? How can brands understand the drivers and behaviours of different demographics to create effective growth strategies?

Why Do Jewellery Brands Need Marketing Strategy?

A marketing strategy for jewellery brand is necessary to be successful in the jewellery business. This clearly describes how you will find new customers and which styles of merciless jewellery and services will promote. It is as if you are planning to sell and increase your jewellery activity.

The marketing strategy is only part of your business plan, but it's the most important part. Without it, there is a risk of staggering and “flying away” with little chance of success. The use of a clear and concise marketing strategy, which includes the planned customer, how you can sell the jewellery style, ideal prices, how to use it to advertise in stores and how to advertise on the local market.

Marketing Spending by Jewellery Brands and Market Size

For a quick idea of what the jewellery industry is worth and what the marketing potential is, let's take a look at a few interesting statistics.

  • According to a survey of US jewellery industry representatives, the industry spent $1,713.82 million on advertising in 2020.
  • The US jewellery market achieved $57.965 billion in annual sales in 2021.
  • 56% of jewellery buyers are women, compared to 44% men.
  • The global jewellery market size is estimated at US$249.02 billion in 2021 and is projected to reach US$269.19 billion by 2022.

Effective Marketing Strategies for Jewellery Brands

Digital marketing is one of the most in-demand marketing industries today that has 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. fulfil.

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

1. Build a Great Website

Your website is the number one online spokesperson for your brand. Whether you have an offline store or an 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. Google rank is important for your webpage because Google's first-page rank increases your page's visibility and makes it easier to find.

3. Raise Awareness on Social Media

Today, social media plays a vital role in any product-based business. Social media has progressed to the point where some social media platforms support e-commerce within their apps. Therefore, more than ever, brands need to be smart and take advantage of social media platforms and the marketing and sales opportunities they offer today.

4. Create Engaging Content

Content plays an important 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 for a niche in your business is an essential part of any digital jewellery marketing campaign. Blog posts are a great tool to drive traffic to your website. With content that includes relevant topics and the right keywords, these blog posts will also be ranked, increasing your visibility, and making your pages easier to find.

6. PPC Ads

Pay-per-click advertising is a great digital marketing strategy for jewellery companies. With PPC, you can be very specific about your targeting, including who, where and when your ads are shown.

7. Don't Miss Influencer Marketing!

Just as digitalisation has become inevitable for brands looking to market their products and services, today influencer marketing is an inevitable part of digital marketing strategies for jewellery brands and more. Today, marketers hire bloggers and lifestyle influencers for their digital jewellery marketing campaigns. Influencers are people with a lot of followers on social media. With their approval, your brand is more likely to attract both customers and followers.

8. Keep Your GMB Updated

An updated and active Google My Business helps people find your business and easily contact your business location. 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 and with the latest updates, customers can also chat and contact them directly.

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 is a great way to keep in touch with people who have visited your store or bought your collections. Email marketing helps convert people who have bought from you into long-term customers and serves as a tool to build trust and strengthen your brand's mutual relationship with them.

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 with their online business.

Poor Or Inconsistent Product Shots

The visuals of your designs are your best online business marketing tools. Consistent, high-quality images are essential not only to look professional but also to increase sales both online and off. Having great photos is the first way a buyer can notice your work. A high-quality image of your jewellery not only makes the product look good but gives your brand a high-quality impression overall.

Don't Own a Website

Third-party websites are a great place to get sales and traffic. However, nothing is better than having your 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 the brand, 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.

Avoid Advertising and Expect to Be Found Magically

We've created a fantastic collection and put it all on our e-commerce platform. But nobody buys it. Because we don't do marketing. If you don't share your jewellery brand with the world, you can't expect sales.

Don't Use a Payment Gateway

Payment gateways accept payments from all business categories of retailers. 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. We often see brands sharing the same post across their Facebook, Instagram, Twitter, Google, and Pinterest accounts.

Each platform tends to have its user base, but you will find that most people have accounts for all platforms. When you discover that you are posting the same content on all social media, all but one will stop following you, losing connection and engagement.

Successful Jewellery Marketing Campaigns

As a brand, you need to go one step further, share ad 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 is the foundation of your strategy and should promote every message.

To help you get started, here are valuable and successful high-end jewellery brands' digital campaigns that inspire you.

David Yurman's Marketing Campaign

As a brand, David Yurman has always 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.

Marketing Strategies for Jewellery Brands
Image Source: Instagram.com/p/ChhprAWDGZB/

Collection Of Bulgari Short Films for Mother's Day

To celebrate this 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 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.

Marketing Strategies for Jewellery Brands
Image Source: Instagram.com/p/CRNhVR7hkvx/

Swarovski's #Mysparkdelight Campaign

During the 2020 coronavirus lockdown, 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 and 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 as the world grapples with the pandemic.

Marketing Strategies for Jewellery Brands: Effective Marketing Plan to Power a Winning Strategy
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 of the benefits of marketing your jewellery business that can help you reach more customers and increase your sales:

1. Building a website for shopping and beauty

You need a high-quality, professional website to take it seriously and influence your audience. Remember that your website is the first thing potential customers see when they view your jewellery. So, you want to make sure it gives the right look and makes a lasting impression.

Therefore, a visually appealing website is essential to building a brand and marketing your jewellery business. You should also make sure that your site is buyer-friendly and easy to navigate. In this way, your customers will have a smooth and pleasant experience when they see your product. Also, you want to make sure your jewellery website is aesthetically appealing.

2. Post photos of your jewellery on Pinterest regularly.

Pinterest is a great marketplace for all kinds of products. That's why it's a great place to post your jewellery products. Pinterest is a place where consumers rush when searching for inspiration. Fashion inspiration is one of the most popular ports on the Pinterest platform. Pinterest serves millions of people looking for new style opportunities to save (and shop!).

3. Email Marketing for Jewellery Brands

Well, it's no secret that most people have their cell phones in their hands or pockets all the time. And what have they connected to their cell phone? Their email! If you want to detect the marketing of jewellery business ideas, the email must appear on the list.

This is an ideal strategy because it can connect with customers at an individual level. You can send newsletters or emails to your customers at any time. You can also send promotions and special sales events to your subscribers. This way you can remind them of the product and encourage them to buy again.

4. Jewellery marketing social media promotion

Why do you want to grow your jewellery business, right? You are set to see sales grow steadily, ready to be a household name for your jewellery brand; It's time to increase revenue and profitability... we get it!

Regular social media posting alone is an important strategy for your jewellery business to keep your brand relevant to your followers. But what about potential new customers who aren't following your social media (yet)? Social media advertising campaigns are another great way to reach other potential customers and increase jewellery sales. You can post these ads on different social media platforms.

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 (the “search engine optimisation” mentioned above) is essential for connecting your website to the searches your customers perform on Google and other search engines.

This allows customers to quickly find your website when searching for jewellery products.

In Summary

Jewellery brands had to change their marketing strategies during the pandemic, and, with a second wave and potential global recession, they are likely to continue to adapt to this new environment. Taking inspiration from successful brands can help increase your advertising returns, but to avoid the learning curve, we recommend hiring a jewellery marketing agency.

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