There is no shortage of jewelry sellers in the U.S. or around the world, for that matter. Those looking for engagement rings will find them. Those who want a uniquely designed diamond pendant will find a designer in their area or surroundings. There are so many options out there that it can become overwhelming for buyers to decide who to buy from.
This is also a problem for sellers. How do they ensure they are a buyer’s first choice when they face so much competition?
If you are a jewelry seller, you will know how crucial it is to present your jewelry in a way that buyers cannot help but give it a second glance. You will also know how important customer perception is when buying jewelry. The most crucial factor here is jewelry advertising. How you advertise your jewelry items and display them on your website will make the biggest impact on potential buyers, even before they look at the price.
Understanding the Jewelry Consumer
The thing about advertising for jewelry buyers is that it simply will not work if you do not understand the typical jewelry customer. You can try all the jewelry ad ideas your heart desires, but it is a wasted effort if your advertising does not speak to your target market. Consider these customer insights when planning jewelry ads:
Increase In Online Purchasing
Over the past few years, jewelry buying has shifted from in-store to online purchases. That means your online advertising, including your website advertising, must be on point to attract buyers.
Omnichannel Experience
Moreover, you cannot ignore the value of an omnichannel experience for your customers. When buyers search for jewelry online, you should offer multiple channels for them to find more information. This includes your website, social media profiles, phone number, and email address. If potential buyers struggle to find the correct information or website, they will move on to the next seller.
Your omnichannel offering should also include pickup and delivery service and a consistent online shopping experience to appeal to a wider customer base.
Do Not Make Your Strategy Around Seasonality Only
You may want to leave ads for jewelry collections for the festive season or other holidays. Doing that means you are focused only on making your jewelry brand visible during certain times of the year. This is a bad idea for any jewelry seller who wants to increase sales. Instead of focusing on big holidays only, why not include advertising for special personal events like birthdays and anniversaries throughout the year?
Retailer Websites Influence the Buying Decision
Market research revealed that up to 75% of buyers make a purchase based on their impression of a company’s website. If your website does not feature jewelry front and center or is difficult to navigate, you are losing sales.
40% of Consumers Buy For Themselves
Also, do not forget that around 40% of customers buy jewelry for themselves. This means they are looking for something specific. If you understand your target market, you will know exactly what type of jewelry to promote and when to do it. This will also help you increase your sales during the slow times of the year.
Some Buyers are Undecided Before Making a Purchase
Those shopping for jewelry are often undecided about which brand to support, but 83% decide within a week. That means you have a limited window to connect with buyers and convince them to buy from you. Remember that while advertising is critical, good jewelry advertising ideas alone will not cut it. Instead, you have to focus on offering something for a variety of buyers throughout the year.
16 Jewelry Advertising Ideas That Will Increase Your Sales
When you understand what your target consumer audience wants, it is easier to advertise to them. The following ads for jewelry ideas can help you to appeal to buyers and increase sales.
1. Virtual Try-On
Some buyers prefer rose gold, while others prefer silver, so they already know what type of jewelry they will buy. However, some cannot picture what certain jewelry will look like on them before they buy it, so they become hesitant to purchase it at all. You can eliminate this hesitation by adding a virtual-try-on feature to your website. This can help boost an interactive shopping experience and sales.
2. Subscription Boxes
Subscription boxes are worth gold for jewelry websites. Add a small box that allows customers to subscribe to a newsletter or special offer notifications. You can launch a subscription box alongside an individual product or collection and ask for a nominal fee that gets subscribers first in line for new promotions. This will increase your profits and build brand awareness in one step.
3. Pinterest Ads
Did you know that 70% of Pinterest users find new jewelry products and offers on Pinterest? This makes an advertisement for jewelry a must on this platform. You can create lifestyle Pinterest ads using images, videos, carousels, or shopping content formats. You can also use Pinterest’s built-in ads manager to create these ads within the app.
4. Etsy Ads
If you have a small jewelry business, you should advertise on Etsy. This popular platform received nearly 600 million visits in January 2024 alone, making it one of the biggest advertising channels for unique and handmade jewelry.
5. Google Shopping Ads
Google Ads are another way to go to promote your jewelry. When you use Google Shopping Ads, your jewelry advertisements appear at the top of the search results whenever someone searches for keywords related to jewelry. This is one of the costliest ad investments but comes with a big payoff because it drives a lot of traffic to online stores and websites.
6. Instagram Ads
If you are not yet advertising on Instagram, you should be. 86% of brands post user-generated content on social media, including Instagram. This means you should post reels and images of happy couples wearing rings they bought from you or Gen Z buyers wearing custom-made necklaces and bracelets.
UGC is huge on Instagram and cost-effective, so you can increase sales without investing in more advertising strategies.
7. Facebook Ads
If you advertise jewelry on Instagram, you should do the same on Facebook. The average CTR on Facebook is 0.89%, which is great news for your sales strategy. Catering to a specific audience on Facebook will increase your profits even more.
8. Yelp Results
Yelp is not just for complaining. You can invest in PPC advertising to engage Yelp Sponsored Results. Typically, jewelry sellers would use PPC ads for Google only, but to expand your reach, you should put some of your PPC budgets towards other search engines like Yelp.
Yelp’s search engine rankings are catered to local businesses, which will help you boost your website traffic fast.
9. Explainer Videos
Jewelry advertising is not just about adding keywords to PPC adverts. It is about creating unique ways to present jewelry to buyers. For instance, since viewers tend to retain up to 95% of the information they see in a video, you should create explainer videos for your website and social media. Explainer videos should bring value to viewers, like demonstrating how to determine ring size or choosing the right length necklace. Explainer videos keep viewers engaged, increasing the chance of a conversion.
10. Unboxing Videos
Unboxing videos are almost as popular as explainer videos. An unboxing video shows potential customers exactly what the packaging of your jewelry looks like. It also demonstrates the quality of the jewelry up close and from different angles. When someone unboxes a ring or necklace and puts it on, it makes it easy for buyers to see the scale and fit. This makes the purchasing decision easier as well.
11. Influencer Marketing
Influencer marketing is also a great advertising strategy. With an influencer’s help, you will reach new audiences and increase brand awareness. Influencers can vouch for an item’s authenticity and quality and demonstrate the best ways to wear specific jewelry. This process will drive sales, especially if an influencer is well-known and trusted on social media.
12. Email Marketing
Email marketing may be ‘old-school’, but it remains one of the most effective and personalized advertising strategies. You can use email campaigns to send jewelry promotions and recommendations. You can create targeted campaigns for upcoming seasonal collections. Most importantly, email marketing will help you drive sales and conversions when you send promotional offers and track the results.
13. Local SEO
To make your jewelry store more visible to a local customer base, use local SEO strategies to make your content and website appear in local Google search results. Also, claim your Google Business listing and optimize it with current keywords. This will help drive foot traffic and online sales, increasing your overall profit.
14. Retail Sales
Retail sales is not an advertising strategy per se, but can still help promote your jewelry. If you have expert and friendly sales staff, people will enjoy their shopping experience and come back for more. Add engaging in-store displays showing off your jewelry to entice people to check out more of your jewelry inside.
Moreover, strategic product placement in a retail sales environment automatically motivates more sales. For instance, if you place charms near bracelets, customers may feel compelled to buy at least one charm when buying a bracelet.
15. Reviews
Reviews are one of the most crucial advertising strategies to sell your jewelry. Reviews offer real opinions and experiences from existing customers, which means potential buyers know what to expect. Reviews also allow you to resolve complaints on a public forum, building trust in your business.
16. Highlight Business Ethics
Always include your business ethics in your advertising. If you use sustainably mined diamonds, highlight the fact. If you use solar power to create diamonds, tell buyers about it. This will help your business appeal to buyers who want peace of mind knowing they are buying from a company that upholds human rights and protects the environment.
7 Jewelry Advertising Tips for a Winning Strategy
No matter which of these advertising ideas you use, it is essential to keep the following tips and tricks in mind:
High-Quality Images
Jewelry makes buyers look and feel a certain way. This visual has to shine through in your advertising. It does not matter how catchy and quirky your jewelry advertising slogans are. If you use them alongside low-quality images when advertising your items, they will not have the intended impact.
Aesthetic Branding
Use strong aesthetic branding to create visuals that speak to your target audience. This means using a uniform design, consistent colors, and evoking emotions while telling a story.
Storytelling
Storytelling is a crucial part of advertising. You can tell your customer’s stories and your own. Tell your audience how you started your business, why you design your jewelry the way you do, or what inspired your jewelry collections.
Targeted Advertising
Just remember to target the right audience with your advertising. If you sell high-end jewelry, target those who can afford it. If you target the wrong market, they will skip over your ads, and your efforts will be wasted.
Funnel Stages
When you attract new leads (potential buyers), you must nurture them down your established sales funnel. This means making them aware of your jewelry and piquing their interest in buying some of your pieces by advertising on social media and your website.
Make your leads desire your jewelry by employing emotional advertising and encouraging them to buy by offering a discount or promotion. When you have converted a lead, retarget them with similar products to retain loyalty.
Product
Your product should be strong enough to encourage repeat business and brand loyalty. However, you must combine a quality product with excellent customer service to make an impact.
Adapt for Success
You should have an analyzing strategy ready at the end of your sales funnel. Monitor your advertising campaigns to see how many conversions you get. Refine your strategies based on this data. You can also experiment with different advertising ideas until you find one or two that work best.
6 Best Jewelry Advertisement Examples To Inspire You
If you need a little more inspiration, have a look at the following excellent jewelry advertisement examples from big jewelry brands:
Swarovski’s 2023 holiday campaign sparkled as much as the company’s famous crystals. Called ‘Celebrate Wonder’, the campaign inspired audiences to wear Swarovski jewelry to express their creativity and celebrate their unique personalities.
In 2021, respected jeweler Cartier celebrated its most timeless pieces with a tailored ad campaign. It used iconic single pieces and collections within its campaign for the first time, noting how the designs remained fresh and relevant over time. This was a breakthrough campaign at the time, appealing to existing and new customers.
Bulgari makes the most of digital marketing to reach its target market. It even advertises on eBay. Bulgari’s various social media campaigns have made big waves online, and the company also partners with many celebrities and social media influencers to build its brand reputation, including brand ambassador Anne Hathaway.
Tiffany & Co. is all about personal style and little blue boxes. In 2023, the company launched the “This Is Tiffany” campaign, which celebrated individuality. The company partners with celebrities to bring unique style and expression to the jewelry world.
Zales overhauled their advertising in late 2023 to appeal to a younger demographic. The campaign celebrated love in all forms and aimed to highlight real relationships, focusing on what makes real love stories. This is helping the nearly 100-year-old jeweler reach a wider audience and make an impact on younger buyers.
Van Cleef & Arpels is a fine jewelry brand that loves digital marketing. The company’s website features interactive experiences that allow an up-close look at its jewelry collections. Van Cleef also often uses emotive animated videos to tell behind-the-scenes stories about its jewelry pieces, helping the company create connections with its audience.
How Podium Can Help Your Jewelry Business “Glow”
Podium can help you make the most of your jewelry advertising campaigns by offering a platform that allows you to build personalized customer relationships. With our reputation management system, you will get more reviews and foot traffic. We aim to get you double the reviews and more clicks on Google.
Moreover, with Podium, you will get more customers in the door as a direct result of more frequent positive reviews. Our review platform allows you to automate review requests and get conversations going via text.
Speaking of texting, our all-in-one messaging platform makes running a jewelry business a breeze. You can respond to inquiries faster, which means you will get more customers and keep them coming back. And you can converse with more than five customers in the same time it would take you to make one phone call.
So, get a demo today to find out how we can make your jewelry business ‘glow.’
