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You’re running out of time to attract new customers and avoid losing loyal ones. Fortunately, there are plenty of low-cost options that can help you reach your target audience while still saving money in the process.
The “how to sell jewellery to customers” is a blog post that offers 18 marketing ideas for those who want to drive sales without spending a fortune.
By 2025, the jewelry market is expected to be worth $292 billion, up from $230 billion in 2020. Those that use the appropriate marketing techniques, methods, and concepts will get a bigger market share. Here are 18 jewelry marketing ideas to help you advertise your jewelry company. Even if you have a limited marketing budget, you may use them to boost jewelry business sales.
Here are the finest jewelry marketing strategies to help you develop your company, from selling online to generating referrals and garnering excellent press:
1. Create a search-engine-friendly website
An example of a website builder with SEO capabilities built in. (Image courtesy of Squarespace)
It’s critical to have a well-designed small business website for buyers to locate your jewelry, your narrative, and where they can purchase from your company, regardless of where you sell your jewelry—online, at fairs, in your own store, or in other retail stores. To establish a site with search engine optimization (SEO) in mind, you don’t need website design skills—instead, utilize one of the finest website builders for small companies.
You may simply construct a professional website with current layouts by using a site builder like Squarespace. A site map, a secure sockets layer (SSL) certificate, and correctly worded page titles and descriptions are just a few of Squarespace’s built-in SEO capabilities. These features guarantee that your site is safe for clients and that its content is designed to rank better in Google and other search engines’ search engine results pages (SERPs).
2. Improve Your SEO for a Higher Google Ranking
In a Google search for a certain keyword phrase, this is an example of a high ranking. (Image courtesy of Fit Small Business)
The creation of outstanding content that encourages visitors to your site to click on a call to action (CTA) to buy your products is critical to ranking success. To help your site rank higher organically, utilize Ahrefs’ keyword search tool to uncover terms and phrases to include in its content. Because more people see your content in online search results, ranking higher boosts your online exposure to new audiences who may convert to consumers.
If you launched your website before learning about the significance of SEO, you should reevaluate it to see what it needs to rank better on Google. When you generate content that answers a searcher’s issue properly based on Google’s algorithm and best practices, you may rank higher in Google via paid advertising, local search results, or organically.
3. Promote Your Jewelry Business on Pinterest
The keyword term “flat back earrings” yielded the following results. (Photo credit: Pinterest)
Pinterest is one of the top social media channels for visual things like jewelry. Pinterest users often search for particular things or broad phrases, only to find stuff they didn’t realize they needed. They could save such goods to boards for future reference or even buy them straight from a Pinterest post.
To be successful on Pinterest, you must photograph your jewelry, make eye-catching designs, and share your material with the appropriate hashtags and keywords. If you only offer flat-back earrings, for example, you may target a certain demographic by using keywords like “flat back earrings” or “earrings to wear with headphones.” Use keywords like “silver jewelry,” “gold jewelry,” and “earrings” if you want to reach a wide audience.
Most importantly, as previously said, Pinterest is a visual platform, thus it’s critical that your postings look fantastic. Canva, a free online graphic design tool, can help you create visuals that are Pinterest-friendly (and other social media sites). You’ll also get access to free designs, graphics, and stock photography.
4. Develop a brand or product narrative
An example of jewelry marketing using emotion. (Source: Tiffany & Co.)
Emotional selling is a great approach to advertise jewelry, particularly because it’s often bought as a present for someone important. Gerald Zaltman, author and Harvard Business School professor, believes that 95 percent of purchase choices are done subconsciously in his book “How Customers Think: Essential Insights Into the Mind of the Market.” According to the book, tying emotion to a brand or an item has shown to enhance sales for numerous firms.
Jewelry isn’t necessary, and persuading someone to purchase a luxury item generally involves telling them a narrative and demonstrating why they desire it. A strong brand narrative may help to build brand loyalty, and a compelling product story can help to persuade a buyer to buy. Sell rings that symbolize love or friendship, or necklaces that honor a person’s uniqueness—and then tell the narrative. Photos, images, and words may all be used to make an emotional tale.
Consider hiring a professional writer or photographer to assist you in crafting the tale of your company or jewelry items if you aren’t sure where to begin. Fiverr, a freelancing marketplace, has economical freelancers that can help you write your brand narrative or build storytelling visual designs for as little as $5.
5. List & Advertise on Etsy
A jeweler who has found success on Etsy (and their own online store). (Image courtesy of Etsy)
Because so many people shop on Etsy for handmade items, it’s an excellent place for you to open a store and sell your jewelry, particularly if you manufacture it yourself. It’s simple to sell on Etsy: create an account, set up your shop settings, name your store, add products and price, and then set up payment choices. You may even personalize your store if you want to.
Keep in mind that you must pay Etsy fees both when you list a goods and when you sell it. However, if you look about Etsy as an extension of your web store or brick-and-mortar business, as well as a marketing platform, these costs are rather low. You may launch an Etsy marketing campaign to appear to customers who suit your target demographic, similar to how a Facebook store works.
6. Hire a Marketing Professional
You may discover that you are not only the owner of your jewelry company, but also the designer or buyer, customer service, technical support, and, of course, the jewelry marketing ideas expert and executer. Many small company entrepreneurs attempt to handle everything on their own, but this may not be the greatest strategy. Consider delegating part of your responsibilities to someone else.
Hibu is a full-service marketing firm that can assist you in establishing or maintaining your web presence (more on that below). Hibu can also handle your digital marketing initiatives and increase the number of visits to your website. Request a free customized quotation.
7. Use Facebook Ads to Reach Out to New People
An ad for an independent online jewelry company on Facebook. (Photo courtesy of Facebook)
Facebook advertising differs from search engine advertising in a few ways. Instead of using keywords, it takes use of people’s natural desire to scan through their news feeds.
Ads appear between posts from friends or sites they’ve liked as they browse. The advertising are targeted and put based on a user’s browsing history, interests, and what they “like” on the site, as well as a range of demographics such as location, gender, and age, as well as job title.
Add Facebook’s retargeting pixel to your website after opening a Facebook business page and ad account—a it’s line of code that has to be put in your site’s footer. Then you can set up event monitoring to observe when someone visits your site, choose your target audience (such as demographics and area), and select the style of ad you want to show and your advertising budget.
It’s possible that using Facebook advertising for jewelry marketing is a little more technical than you’d want to deal with. Consider engaging a social media advertising professional, such as Hibu, in such instance. A Hibu expert will meet with you to ensure that your company objectives are clear, then utilize that knowledge to target and optimize advertising with precision, as well as give data that demonstrate your return on investment.
Pay a visit to Hibu.
8. Add & Manage Business Directory Listings
That entire “build it and they will come” cliche would work in an ideal world, but it doesn’t, which is why smart jewelry marketing ideas are required. Whether you own a physical store or an online store, you should mention your company wherever it makes sense.
Online business directories are perfect for any small company since they’re typically free to use and feature your most crucial information, such as your name, address, and phone number (NAP). You’ll typically be able to add additional details as well, such as your website, company hours, and occasionally even client reviews.
Find the right online business directories for your company and add your listing to each one. Make sure you maintain track of the directories you’ve put your company in and that you update all of your listings as needed. If you alter your brand name, website, or phone number, for example, you must update every directory. This is one of the most straightforward jewelry marketing strategies, but it may be time-consuming.
Consider using Yext, a listings management tool, to save time. Small firms may use Yext’s directory listings management solutions, which start at about $199 per year. It will create and monitor listings on hundreds of websites on your behalf, ensuring that your information is current across all company listings.
9. Obtain local media attention
Small local shops have an advantage when it comes to local media, making this a simple and potentially successful jewelry marketing strategy. Determine why your local newspaper or television station would be interested in publishing a story or presenting a program about your company—even something as basic as “local hometown person celebrates grand opening of jewelry shop” might do. All you actually need is a compelling viewpoint to grab readers’ attention.
Although writing a press release isn’t difficult, you may want to use a press release agency to guarantee that it reaches the news desks of many sites. You should also prepare your shop or product release for potential jewelry sales and new business when an article is published.
Collaboration with retailers to promote your jewelry is number ten.
An example of a jeweler and store working together. (Image courtesy of Nordstrom)
Any small company may benefit from exposure—but only if it’s to the proper people. Trying to get a prominent store to notice your collection is one way to sell your jewelry. Even if it’s just for a short period, a collaboration may bring a relatively obscure jeweler in front of thousands of people.
If you already have connections in the retail industry, reach out to them and ask for a chance to pitch your line to a buyer or a recommendation. Otherwise, try visiting trade events to network with a variety of shops looking for the next big thing.
11. Boost Your Online Reviews
An illustration of how good reviews improve your Google local search results. (Image credit: Google)
Any jeweler, from major franchises to tiny, independent jewelry shops, benefits from having a significant number of good client reviews on Google. When people search for a jewelry store on Google, the top results will include a few sponsored advertisements, followed by organic search results, which will include local jewelry retailers. Happy customers submitting nice reviews are one aspect that contributes to an organically high rank.
Starting by asking consumers for feedback as part of each transaction, you may collect reviews on Google to help advertise your jewelry company. Request a Google review from a consumer after you’ve finished a deal. Send a postcard or email containing a link, a quick response (QR) code, or information on how to submit a review. Responding to reviews is a wonderful way to help build brand trust.
Pro tip: Before starting a campaign to earn positive ratings, make sure you have a Google My Business page. If you already have one, double-check that all of the information on it is current.
12. Make business cards to hand out at networking events.
A set of business cards from a printer with dazzling finishes, perfect for a jeweler. (Photo courtesy of MOO)
Business cards are still useful in today’s world, particularly when attending networking events. It’s simple to send your contact information to a potential merchant, a potential partner, or a potential consumer.
Your company name and website aren’t the only things you may put on your card. For example, on the reverse of your business card, provide a limited-time or first-time customer discount code to entice leads to visit your website and make a purchase.
Wearing your own jewelry everywhere you go and keeping a few business cards on you is a terrific jewelry marketing strategy. When someone compliments you on a garment you’re wearing, give them a card so they may purchase it for themselves.
Using readymade templates from most printers, making your own business cards is simple. Take a look at the business card designs on this page to gain ideas for your own.
Vistaprint is a popular location to print business cards when you’re ready to design and purchase. It has over 7,000 designs to get you started, and you can make your cards out of a range of different materials, such as plastic or magnetic. You may also add metallic finishes to your cards to make them stand out and give a nod to your jewelry company.
13. Collaborate with local businesses to sell jewelry in their stores.
As previously said, attempting to get a cooperation to sell in major retail chains is an excellent jewelry marketing strategy, but it is a long-shot wager. Approaching proprietors of local small independent retail stores is an easier alternative for tiny jewelry store operations. If you make it simple for them to stock your items in their shop, they will be more inclined to sell them, albeit you may have to pay them a portion of sales.
Prepare a pitch that explains why the shop would benefit from your items being sold. Your online sales history is a major selling factor; if you can demonstrate that your product sells and attracts new customers, a store owner will be more willing to give up some space in their store for your display. Additionally, having a branded display for your jewelry is a wonderful idea.
The goal is to make it simple for retailers to offer your items while simultaneously increasing brand awareness. Working with local stores is just one amazing jewelry marketing concept; check out these additional local advertising strategies to put your business on the map in your community.
14. Use a loyalty or referral program to get repeat business.
An online jewelry store’s loyalty program as an example. (Image courtesy of Fragrant Jewels)
Of course, you like all of your clients, but you’re most likely infatuated with your most devoted customers—the ones who come back to purchase jewelry from you again and again. Customer retention is priceless, and retaining customers is significantly less expensive than acquiring new ones. A loyalty or referral program is an excellent method to thank your consumers and keep them coming back.
Use loyalty program software that interacts with your website and other software, like as your point-of-sale (POS) system, to apply this jewelry marketing strategy. These programs allow you to collect consumer information for future email marketing campaigns and automatically reward customers who do business with you again. Smile.io and CandyBar are two low-cost solutions.
15. Use the Correct Instagram Hashtags
An example of postings that appear under the jewelry hashtag on this social media network. (Image credit: Instagram)
Instagram is a social networking platform that focuses on visual content. Instagram is comparable to Pinterest when it comes to jewelry marketing. You may add text and several hashtags in each post to improve your channel’s visibility, but it’s your images that will catch people’s attention (and gain those all-important “likes”).
It’s critical to utilize the proper hashtags on Instagram to ensure that your jewelry is seen by the right people. Start by looking at Instagram to see where your jewelry fits in.
Make a list of the hashtags you want to use with each post and double-check that they’re all relevant. In a post, you can’t add a connection to your jewelry website or product links, but you may in your profile, so make sure your profile is up to date with relevant information.
16. Develop Influencer Relationships to Market Your Jewelry
An example of a social media influencer promoting a piece of jewelry. (Image credit: Instagram)
Although using social media to sell your jewelry is a realistic option, if you aren’t comfortable shooting yourself wearing it or if your social media skills aren’t up to par, there is another option. To advertise your jewelry, consider collaborating with Instagram influencers and other social content makers.
Begin by forming a connection with an influencer who shares your jewelry line’s style or shares your brand’s viewpoints or stories. Follow them on social media, comment on their postings, and demonstrate that you care about what they have to say.
Pitch a cooperation once you’ve established a friendship. You’ll have to pay them, much like a model or an actor, and you may expect them to wear your jewelry in public, pose for photos or film videos with your items, and (ideally) generate discussion about them.
Create a contest or giveaway on the internet.
This is an example of a social media jewelry giveaway. (Image credit: Instagram)
Everyone like receiving something for nothing, and it’s a great way to promote your jewelry company for nothing more than your time and a single item of jewelry. You must obey the regulations of an online giveaway or contest depending on the social media platforms you choose to utilize, so make sure you go through any criteria before launching a campaign.
You must first choose what you want to gain from your gift or contest. You may utilize this marketing strategy to increase site traffic, social media followers, exposure on a new platform, sales, or even simply brand recognition. Create a launch strategy, images for the prize, and an advertising budget.
18. Reach Out to Your Audience through Email Marketing
A jewelry company’s email marketing example. (Image courtesy of Sterling Forever)
You may use email marketing to boost jewelry sales in a variety of ways. Send a monthly email to your subscribers to keep them up to date on what’s new, including links to product pages and announcements of forthcoming events or specials. Send out timed email marketing in the run-up to a large sale or holiday promotions. In order to re-engage clients who haven’t visited in a while, send an email to them.
One of the most popular email marketing applications for small companies is Constant Contact. It’s simple to build sign-up forms on your website, and the platform comes with more than 200 email templates to get you started. Furthermore, there is no restriction to the number of emails you may send every month. Another standout feature of Constant Contact is its seamless connectivity with Shopify, which allows you to include Shopify goods in emails for quick calls to action (CTAs).
Most Commonly Asked Questions (FAQs)
How do you persuade people to purchase jewelry?
There is no one solution to this issue; it all boils down to using a variety of jewelry marketing strategies to attract buyers. Getting visitors to subscribe to your emails using landing pages, social media, digital advertising, and pop-ups on your website is a great way to encourage them to purchase your jewelry. Then, using email marketing, nurture your leads until they become customers.
Is it possible to make money in the jewelry industry?
Selling jewelry may be successful, just like any other company, provided you price your items correctly, adhere to a budget, and keep track of your expenses and marketing. Use a POS system with inventory management tools to see which things sell well and which do not, so you can stock the proper items.
To guarantee that clients can discover your jewelry store, do all you can to appear high in Google’s local search results pages, including adhering to SEO best practices (SEO). To raise brand recognition, improve sales, and create a profitable company, use a mix of the jewelry marketing concepts listed above.
What is the meaning of jewelry markup?
There are differing views on how much jewelry retailers should mark up (or raise) the cost of items they buy at wholesale to generate a profit. In general, jewelry has a markup of two to three and a half times the cost, or a 100 percent to 350 percent markup. Because they must carry a huge inventory and have greater overhead than small jewelry shops or online jewelry retailers, larger brick-and-mortar businesses tend to raise prices dramatically.
Conclusion
To attract clients and sell more jewelry, you don’t have to apply every jewelry marketing strategy on this list. Instead, whether you own a tiny local jewelry shop or an internet store, apply the concepts that make the most sense for your company. Even if you sell via online stores like Etsy or Shopify, a well-designed website gives a robust online presence for clients to locate your company, regardless of the sort of jewelry shop you have.
Squarespace is a popular website builder with award-winning website themes that will attractively display your jewelry. Even if you have no prior knowledge with website design, using the editor to construct your site is simple. There are SEO elements that can help your site rank higher in search engine results, and it’s a cost-effective solution.
Squarespace is a website created by Squarespace.
You Might Also Enjoy…
- You may have a Facebook account, but does your company? To help advertise your jewelry, create a Facebook company page.
- Yelp isn’t only for eateries, and reviews may assist potential consumers determine whether or not they want to purchase at your company. It’s also free to list your business on Yelp for Business.
- Expand your digital advertising to incorporate social media advertising to increase your chances of getting noticed by new audiences.
The “jewellery marketing strategy case study” is a great article that provides 18 different ideas for jewelry marketing. The article also includes a brief overview of the strategies, and how they can be implemented.
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