The Best Marketing Strategies For eCommerce Jewelry Stores

After seeing a negative 4% growth globally over 2022 and 2023, the global jewelry market seems to be finally on a steep rise—forecasts say the share will rise to $71.8 billion this year from last’s $63.5 billion. 

And this means this is your time to ramp up your jewelry marketing strategies to be able to ride the success wave. 

In this piece, we share how and what some established brands are doing right with their jewelry marketing ideas. 

22 Ways to Market Your Jewelry Store and Boost Sales

1. Build a memorable website

2. Tell them your story (get them to trust you)

3. Feature compelling content

4. Create social content based on collaborations

5. Drive shopper interest through influencer gifting

6. Hype up your jewelry guides

7. Host a giveaway that appeals to your TG

8. Build your email list smartly

9. Create a superlative email marketing strategy

10. Get “seen” on Pinterest

11. Leverage a hashtag strategy on Instagram

12. Build strategic business content on LinkedIn

13. Make your loyalty programs easy

14. List your products on third party marketplaces

15. Get good reviews on third party platforms

16. Use an engaging quiz (& make it shareable)

17. Drive Google ads with great copy

18. Design landing pages for quick buying

19. Amplify your traffic through local SEO

20. Create anticipation through product drops

21. Make your jewelry unboxing stand out

22. Feature highly dependable customer support

1. Build a memorable website

Studies say that jewelry helps reinforce the power a shopper already feels they have or aspires to attain. 

When your eCommerce jewelry website is able to add to this feeling or aspiration, the sales happen. 

So, before you attempt any jewelry marketing ideas, ask:

✔ Will they find it easy to navigate the site?

✔ Will the gifts and gifting ideas be relatable?

✔ What will make new arrivals feel more exciting? 

✔ How easy is it to get in touch with customer support?

✔ How long would it take to trust your brand once they land up?

✔ Can they explore your website in their own language? 

✔ Will they easily know where your physical store is?

One eCommerce jewelry brand we love is Elizabeth Gage, and here’s why:

❖ Their navigation is neat—they’ve created a structure that makes it easy for shoppers to even seek support & check out FAQ:

❖ They maintain a consistent and high-definition design language—one that’s supported by evocative product photography:

❖ They’re open about the process that makes their jewelry special—and all the hard work that has gone behind it (something we talk more about right next!):

2. Tell them your story (get them to trust you)

Unlike perishables, most shoppers don’t hunt for great jewelry often—but when they do, a few things are at the top of their minds:

🌟 Can I trust this brand to be able to pay so much?

🌟 Do they offer great value for the price they charge?

🌟 Is their post purchase experience dependable?

While eCommerce shoppers across ask these questions, jewelry shoppers are a slightly different kind: they don’t need the jewelry they buy—they want it! 

And this makes it even more important for your jewelry brand to be able to convey:

✔ How you approach your craftsmanship (& if you use any method that sets you apart from competition)

✔ Why your founder began the brand in the first place (personal founder stories like this one fly with jewelry shoppers)

✔ What values and ideas you stand for (if you have an active community, talk about why it’s unique)

✔ Why your products are special (for example, if you create nature inspired jewelry, do you only use seasonal flowers in a particular collection?)

eCommerce jewelry brand QALO, is definitive about the values they stand for and why they’re considered pioneers of the silicone wedding band:

3. Feature compelling content

Even if you have a creative bunch of jewelry ads running across FB and Insta, you’d still need content that receives them in their journey when they’re directed towards your website. 

Here are some ideas to shine that light onsite:

❖ Create a “lookbook”—club all your season-specific collections under it, leading with powerful visuals & feature it on your site plus use it for email marketing

❖ Use your blog section to drive sections like “This Month’s Trending Topics”—and feature it on your official FB community, hype it up on your Pinterest feed with a great image etc. 

❖ Write specifically about jewelry care—that’s exactly what Mejuri does, promising a great experience post purchase plus excellent word-of-mouth:

And offsite, here are a few to-dos for jewelry marketing:

❖ Create exclusive edits through jewelry bloggers and affiliate partnerships—and have them create the hype!

❖ Submit articles in industry-specific magazines like this one

❖ Feature in a trusted jewelry podcast—here’s a great bunch of ‘em

4. Create social content based on collaborations

In spite of fluctuating figures, at least 15% to 20% of shoppers have claimed to have made a jewelry purchase on Instagram after seeing a post. 

The way to amp this up is to create posts around collaborations you’re actively initiating—like Gorjana pledged to offer proceeds from their Gold Mama Necklace to Baby2Baby, an NGO that supports mothers & babies living in dire conditions. 

For greater impact: Combine a cause and a calendar day for better jewelry sales like Kendra Scott does around Memorial Day:

‍

Similarly, Vivien Frank focuses on posting on collaborations that’ll pique the interest of their most active audience profile—they did one with Sofia Zakia that featured worry dolls as part of their new collection:

To grab extra eyeballs: Use Insta bio to talk about the most recent collaboration—Cast Jewelry supports this by introducing a ‘Spotlight On” section on their website homepage:

5. Drive shopper interest through influencer gifting

It’s not for nothing that 60% of marketers admit that influencer posts outperform other branded posts. 

Now that’s very promising when it comes to effective jewelry marketing strategies. 

All you gotta do is send them a product for free and let them talk about it on their socials. 

Categories to choose the product from? Bestsellers. Branded collabs. And of course, anything that’s on sale but for a very limited time. 

One eCommerce jewelry brand that often works with this marketing approach is Purelei—they even go ahead and announce a discount so that the influencer’s following can avail this:

6. Hype up your jewelry guides

73% of shoppers are clear that they’d buy if they receive great customer care—and not just because price or product features are great. 

And this means if you take the time to create helpful educational material, you’ll see more jewelry sales

Here are some ideas that caught our attention:

❖ Showcase size guides specifically for bestsellers—Mejuri reserves a separate section for the “ring sizer” on their website

Alternatively, if you have the resources, do what Monica Vinader does: feature a separate size guide for every category they feature:

Don’t forget to feature what sets your brand apart in your guides—that’s what Brilliant Earth does along with an elaborate FAQ section on diamonds for top of the funnel buyers—this ensures visitors keep reading:

7. Host a giveaway that appeals to your TG

No kidding, 132000 people search for “giveaways” on Google each month. 

So you can only imagine what this means in terms of jewelry marketing ideas: create a giveaway that your target market is bound to love. 

Caveat: If you’re new in the jewelry business or not yet seeing the jewelry conversion rate you’d love to, we suggest you make the giveaway non-monetary—you could promise an exclusive catch-up with your Founder or even give them a free pass into a VIP event with a designer / collaborator!

Prep tip: No matter how big a giveaway your jewelry brand needs, pay special attention to photography, especially when you feature the giveaway on visual platforms like Instagram and Pinterest. 

Here’s an example from a winter jewelry giveaway where a necklace was raffled, and the winner could pick the gemstone to go with it:

To make your jewelry loving audiences sit up and take notice, make sure to:

🌟 Feature personalized jewelry at the end of the giveaway—this is also a great way to get more sign-ups and social media tags for the event

🌟 Announce an “invite only” giveaway to make various segments of your existing customers participate

🌟 Tie up with a micro-influencer or affiliate to host the giveaway—this way they can tag you and you can tag them back for maximum reach—exactly what Mejuri does here:

🌟 Feature a product that’s unrelated to your brand—but one your TG will hold in high regard—like men’s jewelry brand Vintage Gentlemen does with their 1969 Camaro SS giveaway:

It’s also worthwhile to notice that giveaways can turn expensive for certain jewelry brands—in which case, instead of a product, you can do what Jealous Jewelry does here—announce a gift card:

8. Build your email list smartly

Jewelry email marketing is a thing because emails bring in a whopping 42X ROI. 

And this means just one thing: you ought to create instantly convincing email opt-ins as one of your jewelry marketing strategies. 

Consider this: You may have to re-look at the microcopy you’re using in your opt-ins to make better jewelry sales—if you especially sell high-end jewelry, your audience won’t be as interested in deals and discounts—in this case, the promise of value-add content is the way to go:

Here are some ideas to use opt-ins as a jewelry marketing strategy: 

❖ Make it sound exclusive—”Like being first?” or “Be among the elite” works 

❖ Ask for their preferences—”Let’s figure what you’re curious about + Lots of Exclusives” along with multiple options on jewelry, metal or stone types

❖ Offer free 2 day shipping to create differentiation if you feature 3 or 5 day shipping otherwise—that’s what eCommerce jewelry brand Helen Ficalora does:

Pro Tip: Instead of pitching exclusive access, see if you can pitch exclusive customer support—”sign up to receive priority support from our designers”—sign-ups that follow this would likely come from buyers with higher purchase intent. 

9. Create a superlative email marketing strategy

Continuing with how great emails are as part of your jewelry marketing ideas, it’s time to use them for maximum effect. . 

After all, it isn’t just about making your jewelry shoppers buy more—it’s about subtly telling them that you care about the purchases they’ve made so far and want to enrich that experience by adding on to it. 

If you’re wondering how to market jewelry online through email markeing:

🔅 Make it event-based and drive it with “Because you bought…”—let’s say they’ve just bought for a wedding and you send them complementary suggestions for smaller connected events such as cocktail, reception games etc. 

🔅 Use a popular theme to drive curiosity—some brands do jewelry edits every month, others launch limited edition zodiac inspired jewelry and good luck symbols

🔅 Send them updates about charms, pendants and other add-ons—and create a story depending upon what they bought before (like Blue Nile weaves one around engagement & wedding bands going well together):

🔅 Tell them how to “Layer like a Boss”—jewelry email subscribers love it when you offer them advice on finishing touches, like Francesca’s does:

10. Get “seen” on Pinterest

Thanks to the highly visual nature of Pinterest, with a little smart strategizing, jewelry brands can thrive on the platform: 66% of shoppers say they bought something after they saw a pin!

Now most jewelry brands simply start their own channel and begin posting—but we highly doubt how much attention and how many sales this can bring. 

Here are a few ideas that seem to fly with brands that have a strong Pinterest jewelry marketing strategy:

🌟 Offer gender specific gift ideas—the “send” button makes it easy for followers on this visual channel to share GIFS and videos  with their loved ones

🌟 Make seasonal gifting attractive—to do this brands like Gorjana talk about how valuable personal gifting is and then bring a spin to the different kinds of personalities to gift to:

🌟 Drive aspirational content to make more sales happen—exactly what Andrea Li Designs does to drive Pinterest jewelry marketing:

🌟 Approach a well-known mag or community journal to get featured—a good example would be WhoWhatWear that has over 1.7 million followers on Pinterest:

11. Leverage a hashtag strategy on Instagram

Since earning hundreds of followers every day may not be possible for your jewelry brand, using a good hashtag strategy on Instagram would be the way to go. 

Pro Tip: Instead of pushing more hashtags, look for hyper relevant ones either carrying your brand name, a collection name or a cause you’re backing through your jewelry sales—AlexandAni, for example, uses the hashtag #CharityByDesign. 

Here are some ideas you can put to the test:

🌟 Use a buzz phrase that creates immediate recall for existing customers & social visitors—eCommerce jewelry brand Angara only uses ”celebrate with __” (replace dash with diamond, ruby, opal etc.)

🌟 Run micro-influencer discount campaigns using a popular hashtag—here’s an example of #baublebarxdisney being used for online jewelry sales:

🌟 Start a seasonal hashtag and promote it across email, social and even through your affiliates & brand advocates

12. Build strategic business content on LinkedIn

Sometimes, the best place to find loyal customers for fine and high value jewelry is where your audience will be able to pay if they want. 

This is why leveraging LinkedIn is a great idea—to explore this platform further, here are a few themes you can work along:

🌟 Pick brand and founder related content for audiences that can buy and invest—LinkedIn is actually great for this, and we’re amazed at how well PD Paola is doing in engagement here:

🌟 Talk about product launches in connection with calendar days that are significant in the corporate realm like Pride (in terms of Diversion & Inclusivity)—something that Pandora leverages:

🌟 Showcase the lineage you’ve created in your business—this is especially worthwhile for family-owned jewelry businesses and those that have run for generations, like Tiffany & Co.:

You may want to read: Marketing Lessons from 10 Great DTC Brands

13. Make your loyalty programs easy

One of the key challenges in the online jewelry space is to build customer lifetime value. 

After all, even if your jewelry is priced at the lower end (say $150 to $250,) it’ll still be tough for you to sell to the same shoppers month on month. 

Combine that with how the average shopper participates in about 14 loyalty programs at the same time!

This brings us to jewelry loyalty programs, and how they ought to be easy—and compelling enough.

Here are some ideas: 

🌟 Make it easy to be a member—automatically sign them up when they make the first purchase 

🌟 Offer easy ways to earn points that can then be redeemed for discounts—Judith Bright helps shoppers earn more discounts when they shop more as they go up the membership tiers:

🌟 Feature a limited edition member-only keepsake—you can market this across your social channels and even have your micro-influencers throw in a word in their reels!

🌟 Gain word-of-mouth traction by featuring value-add services—for example, throw in free cleaning or repair services just for members 

🌟 Feature higher value product recommendations to members—an HBR study found upgraders avail loyalty incentives more, and in turn, loyalty incentives create more upgraders

🌟 Urge members to bring their friends and family to VIP access events—email can be a great way to spread the word

14. List your products on third party marketplaces

It’s great you have your own online jewelry store bringing in sales. 

But listing and marketing your products on major third party sites can bring you a different kind of business breakthrough:

✔ On Etsy: Get a vote of confidence from the marketplace to be considered great at what you do and build on your eCommerce sales—that’s what this jewelry store does:

Caveat: With thousands of jewelry sellers on this platform, Etsy might not be the best place to sell if you sell fine jewelry. Even the most legit stores usually have not-so-legit competition that underprice to sell more with misleading product photos & descriptions. 

✔ On eBay: Make your listing titles shine by featuring keywords that eBay’s high intent customers are most likely to use:

To enhance your brand voice and sales across eBay, consider using these eBay specific seller tools. 

✔ On Amazon: Ensure you offer the most important highlights in terms of product descriptions—even if your jewelry website doesn’t elaborate on product details as much, you’d want to make the effort here like Kendra Scott does:

15. Get good reviews on third party platforms

Almost 17% of shoppers trust third party review platforms without a doubt. 

Now this is a good thing if you can get more of your shoppers to review your jewelry products on platforms like Google or Trustpilot. 

Apart from valuing constructive feedback, third party platforms also bring verified reviews to the forefront. 

Jewelry brand Mejuri has hundreds of reviews on Trustpilot, and what makes it special for potential customers is that the latter offers a snapshot on the brand’s activity:

Other brands like Cheryl Fornash Jewelers have gone ahead and embedded their Google reviews into the site structure:

16. Use an engaging quiz (& make it shareable)

By now it’s clear that eCommerce personalization has the ability to generate 20% more sales. 

And this means one of your jewelry marketing strategies ought to be a product-finding quiz that people can in turn share with their loved ones. 

Caveat: A funnel quiz for jewelry marketing may be more apt when you feature themed jewelry or more affordable options—however, if you already have a “design your own ring / necklace” segment, the quiz might have lesser takers. 

Here are a few ways to make a funnel quiz more persuasive to grow your jewelry store sales:

✔ Use your bestselling category to create a quiz—August Bespoke features a quiz specifically on finding the right ring:

✔ Seek layering preferences by leading the quiz using “What’s your jewelry style?”—this can help you make recommendations across categories, jewel types and even collections 

✔ Feature a number of different kinds of quizzes to appeal to audiences across the funnel—this is what Awe Inspired does (while featuring them on their Instagram “link in bio” too!):

17. Drive Google ads with great copy

Onsite eCommerce copywriting is obviously important for your jewelry marketing ideas to be successful.

But when you’re running PPC ads to target high buying intent, good copywriting comes in handy. 

Here are a few areas to look into:

🌟 Target your main audience with curiosity inciting words—”unique,” “stand apart,” “very limited stock” all hint at exclusivity

🌟 Include best selling categories in your copy to drive discovery 

🌟 Pack benefits into your meta descriptions—that’s exactly what Story Jewelry does to great effect:

Caveat: Stiff competition can make a standalone Google Ad campaign low on sales—under such circumstances, consider using it in combination with Display Ads and Youtube Ads to increase brand recall. Just ensure consistent messaging and imagery—multiple offers from the same brand shown to the same viewer can cause choice paralysis. 

We recommend you read: Convert More Paid Traffic—9 Strategies That Always Work (eCommerce)

18. Design landing pages for quick buying

When you’re trying to appeal to jewelry shoppers, you’ve got to think about their chief concerns. 

The topmost, apart from price, often is design, production and delivery time—if this is a customer objection you can resolve on your landing pages, it makes for a great jewelry marketing idea:

✔ Create landing pages specifically of in-stock products—exactly what jewelry brand Jean Dousset does:

✔ Show up “save an additional X%” pop-ups on landing pages—even better if you already have a sale declared on that specific landing page—this is what Jewlr does:

✔ Offer a cluster of options under the same “theme”—for example, if your Google Ad leads by “Jewelry for Every Special Moment,” make sure the landing page becomes a mini gateway to your overall website without cramming it with navigational links:

19. Amplify your traffic through local SEO

Social media amplification and targeted ads make jewelry store owners believe marketing can only be if there’s big bucks. 

Working with multiple jewelry clients over the years, we’ve realized the truth is farthest from this. 

If your design studio and warehouse are located in a particular city, first think about targeting the audiences there. 

Think of what matters to them—is “family owned” more trusted? Does “ethical sourcing” lead to more sales? Incorporate them in your website content as well as meta descriptions. 

Other ideas if you're wondering how to market jewelry:

✔ Collaborate with local businesses on your socials—and get them to tag you or link to your site

✔ Make your URL structure appeal to the crawlers—support it with excellent on-site breadcrumb navigation

20. Create anticipation through product drops

When you’re trying to market your online jewelry store, chances are that you’ll need to try out testing the waters before you start new collections. 

Under these circumstances, product drops can really save the day—combine them with other hooks like special loyalty prices or even the chance to win a giveaway, and you’re sorted. 

En Route keeps their jewelry marketing strategy fresh by creating new product drops for every week:

21. Make your jewelry unboxing stand out

Nothing beats a great unboxing experience. Especially when it comes to a category as visual as jewelry. 

So ensure your jewelry packaging stands out by including brand labels, tissue paper branded with your logo as well as a personalized thank you card. 

To enhance the experience:

🌟 Include a discount for the next purchase

🌟 Offer a gift card (& mention that the shopper can share it with someone they love)

🌟 Include loyalty points that the shopper can redeem on any milestone day 

22. Feature highly dependable customer support

Great reviews, great word-of-mouth, high number of referrals all have one thing in common: amazing customer support. 

Think eCommerce jewelry, and many will name Tiffany’s for their impeccable support, but there’s more to it than offering an ear to customer complaints and concerns—here’s what a piece from Instore Mag suggests:

Having said that, don’t underestimate the following when you're sorting through jewelry promotion ideas:

🔎 Clear contact info in your Linktree on Instagram 

🔎 A live chat function that offers sizing help, product recommendations as well as the option to return/exchange

🔎 FAQs across product pages, as microcopy in the cart page and as a separate section on the live chat

🔎 An elaborate HELP section in your website footer—Missoma shows us how it’s done:

People also ask:

1. How to create a jewelry marketing plan?

Before setting up jewelry marketing strategies for your business, you’ll need a marketing plan. 

This will help you prepare, strategize and allocate resources more effectively—while identifying niches and opportunities you may not have previously thought of. 

Here’s what we suggest you do before you set out to create jewelry marketing campaigns:

✔ Evaluate what competitors are doing 

What are their bestsellers and why? How are their seasonal sales and how do they peak this period? Which channels are they using to market and why?

Checking out strategies and tactics adopted by market rivals, whether primary or secondary, is crucial. 

Studying your competition will help you make conclusions about market size, how much value it’s driving and what your brand can hope to make as profit margins. 

Being able to get a good understanding about your business playfield will help you get to what’s coming up next 👇

✔ Understand your “ideal customer”

Since this is who your jewelry marketing ideas will need to convince, this is an unskippable step when you’re drawing out a plan. 

The global share of online jewelry sales is forecasted to go up from 13% to anywhere between 18% and 21% by 2025, so consumer psychology should lead the tactics you’re about to employ. 

While looking at your target market, find out its interactions, responses and expectations from the following areas: visual aesthetics, social validation, personalization & customization, and transparency & trust. 

✔ Define your niche and USP

Since eCommerce jewelry is a highly concentrated market, you’d want to set yourself apart from competition by defining how you source, craft, curate, apply fair pricing etc. 

But finding the right USP will require you to narrow down the right niche. 

Finding a niche becomes especially important if you’re attempting to enter an overcrowded jewelry category—take wedding bands for example. 

In such a case, you may have to dig deeper and see how sub-niches like sustainable wedding bands and vintage wedding bands are performing.

✔ Plan for better UX

Right from how well your website navigation is to how your site performs on mobile—laying this groundwork is essential for your jewelry marketing ideas to take off. 

After all, your website will eventually be that touchpoint where shoppers would like to land up to get a comprehensive view about your brand. 

So, while making your jewelry marketing plan, you may also have to consider redesigning your jewelry website to make search more functional, achieve more clarity through better images and add certifications & seals to appear more trustworthy. 

We recommend you read: 18 UX hacks to reduce cognitive load in eCommerce

✔ Identify the most important channels

 Where most of your target audience hangs out is where you need to be—but depending upon whether you sell diamond jewelry, sustainable jewelry or affordable jewelry, this is likely to be different. 

For your 2024 jewelry marketing strategies to bear fruit, it’s ideal to use an omnichannel approach. 

After all, your customers won’t stick to a single channel for long, and targeting them across channels with both brand & messaging consistency will create instant appeal. 

Identifying the most important marketing channels is also critical because jewelry shoppers scan multiple touchpoints of a brand before getting on with their first purchase. 

✔ Develop a strong SEO strategy

The final step to enhancing your jewelry marketing plan is to come up with an SEO strategy that you can apply across your marketing ideas. 

Start with keyword research based on the niche you’ve chosen—alongside optimize your on-page SEO to improve organic traffic even if you haven’t started paid ad campaigns. 

Create a Google Business Profile—this will enable you to create a listing that features photos, business description and even reviews on the search engine. 

2. How to attract shoppers to my online jewelry store?

When you’re trying to promote your online jewelry store to attract customers, you;ll have to make sure:

🔎 You help them design jewelry

This is especially true if you sell engagement or wedding jewelry. 

Setting up a simple multi-step process that lets the shopper choose metal, stone, engraving and even charms, makes for a great personalized experience. 

On the business end, a great customization strategy can help you sell jewelry upgrades and cross-sell during seasons when shoppers are specifically looking for gifts and gift ideas. 

🔎 You offer them limited time deals

However, take note of the fact that while BOGO offers may be highly effective in other categories, in jewelry, it can be considered untrustworthy. 

So it’s ideal to stick to a X% discount and pair it with a countdown timer—use this on your notification bars as well as exit intent pop-ups wherever applicable. 

The more authentic way to do limited time deals in the jewelry eCommerce context is to announce an “archive sale.” This is also a great way for you to move out slow-moving stock and pause production of pieces that don’t seem to have picked up. 

🔎 You help them in gifting

Sprinkle your site with gift card & guide options and promote these across your marketing channels too. 

Gifting guides are especially great at creating sales when you incorporate them a bit in advance for important calendar days. 

There’s vast opportunity in tapping this space on your website because you can create guides based on:

🌟 Shopper personality (think minimalist, think party animal)

🌟 Price points (just ensure you create multiple sections based on tiers)

🌟 Related accessories (great upsell opportunity especially on product pages)

🔎 You tell them customers love you

Make those reviews jump beyond the scope of product pages as snippets or one word callouts designed like visual cues. 

Social proof, after all, makes your jewelry website design more trustworthy. 

Consider showing your social wall on the homepage itself. 

And if you run a brand that’s got press coverage, bring all the logos on to a ticker band right beneath the first fold. 

🔎 You clarify the impact you’re creating

Do you support a cause? Does a part of your business rely on recycling? 

Do you create gainful employment without burning out your workers and artisans? 

Do you offer fair pricing while none of your competitors do?

All of this needs to be called out on the:

✔ Homepage

✔ About us page

✔ Footer section

✔ As microcopy across product pages

Jewelry store marketing rides on great UX

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem Convertcart solves for a number of important categories, including jewelry.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.