The global jewelry market is booming, but with so many players vying for attention, how do you effectively market jewelry online and make your brand stand out? Whether you’re a seasoned jeweler or just starting out, understanding your audience and employing creative digital marketing strategies will set you apart. Creating an SEO strategy for jewelers can be difficult if you don’t have the right agency, SEO Locale offers SEO for the Jewelry industry, give us a call today.
This guide will help you successfully navigate those digital avenues, turning your passion for jewelry into a thriving online business. You’ll learn how to connect with your audience and use marketing to turn your jewelry creations into must-have pieces.
Why Selling Jewelry Online Is a Golden Opportunity
Before the world shifted online, having a physical jewelry store was the gold standard. But as more people embraced the digital space, particularly Gen Z, online shopping became the preferred method for nearly everything.
Consider this: right before the pandemic hit, Gen Z already accounted for 40% of global shoppers. It’s no surprise then that even buying jewelry shifted to ecommerce platforms, especially given concerns about in-person shopping during the pandemic. People craved ways to treat themselves, which helped fuel a noticeable increase in online jewelry sales during the pandemic according to a report published by the New York Times in December of 2020.
But it wasn’t just the pandemic that influenced online buying. Shoppers now appreciate discovering handcrafted jewelry and items they might not find locally. The digital realm removes geographical barriers, enabling you to showcase your pieces across the globe from the comfort of your own home. That said, you can’t simply post your jewelry online and hope for the best. Understanding how to market jewelry online is how you’ll turn those page views into actual sales.
Niche Down: Finding Your Sparkle in the Online Jewelry World
Successfully learning how to market jewelry online hinges on understanding what makes your brand special. This is especially important considering current predictions reveal the worldwide jewelry market will skyrocket to $291.7 billion by 2025, an increase from the $229.3 billion projection from back in 2019.
So, what kind of jewelry speaks to you? Consider these popular online categories, remembering that your brand might fit into several niches:
- Affordable Fashion Jewelry: These eye-catching, on-trend pieces are generally more affordable, allowing shoppers to stay current without overspending. This niche is very broad encompassing simple necklaces and bracelets to elaborate statement earrings.
- Body Jewelry: This market caters to a loyal following seeking unique pieces in specific sizes and materials. It involves understanding various piercing types, gauge sizes, and hypoallergenic options, like implant-grade titanium. This category extends beyond just aesthetics—it’s about personal expression and body modification.
- Plated Jewelry: Appealing to budget-conscious consumers, plated jewelry provides the elegant look of precious metals but at a fraction of the cost. The key here is transparency – be upfront about the plating process and materials used, building trust with shoppers. Also, be sure to carefully select suppliers.
- Handmade Jewelry: The allure of owning something unique and custom-made draws shoppers to this category. It’s an opportunity to showcase craftsmanship, allowing buyers to customize designs. If your strength lies in personalization, handmade jewelry is your path. Sites like Etsy, which has about 500 million active users, make a great starting point for selling handmade items.
- Fine Jewelry: High-quality materials, impeccable craftsmanship, and luxurious gemstones like diamonds make this category a timeless symbol of elegance. Consider offering customization options within fine jewelry – personalized engravings on engagement rings, for instance. Luxury brands thrive on creating an aura of exclusivity and timelessness.
- Vintage Jewelry: The unique appeal of history, scarcity, and exquisite craftsmanship captivates buyers. Highlight the stories and origins of vintage items.
- Fair Trade Jewelry: In an era where ethical consumerism is valued, fair trade is essential. Customers seek reassurance that their purchases are responsibly sourced. Ensure workers’ rights, environmentally friendly practices, and transparent sourcing are top priorities. A recent report shared shoppers are more conscious now than they’ve ever been about the ethical aspects of the purchases they make.
How to Market Jewelry Online: A 7-Step Guide
Creating stunning jewelry is one part of the equation. But even the most beautiful pieces will stay hidden without effective online marketing. These actionable strategies will help you learn how to market jewelry online. By implementing them, you’ll begin seeing real results.
1. Spark Inspiration from Successful Online Jewelry Stores
Consider websites like Icing on the Ring, a long-standing company that successfully transitioned its 50-plus-year custom jewelry business into the digital space. The Icing on the Ring online store emphasizes a polished, curated feel that emulates an in-person shopping experience. They achieve this with high-quality product photos and detailed educational materials about their jewelry.
Keep these attributes in mind when designing your own online store, taking note of the following elements on successful competitor sites. Consider also the ways in which these elements impact your overall customer journey. It may help to make a simple checklist with columns labeled “must-haves” and “nice-to-haves” as you review. This will keep you organized when making your plan for creating your own website:
- Visually Appealing Design: Would you be drawn to a cluttered or poorly-designed online store? Likely not. Just as important, your site needs to be easy to navigate on all devices. Ensure your site layout is user-friendly on mobile phones and tablets, too.
- Streamlined Shopping Cart Experience: A well-functioning shopping cart is vital. Make the add-to-cart and checkout process seamless and straightforward. Also, incorporate security features that reassure buyers about sharing payment info.
- Strategic Promotions Management: Implement promotional campaigns seasonally to entice shoppers with limited-time discounts. You could even have new collections that correspond with specific holidays or events.
- Vivid Product Descriptions: Entice shoppers with descriptions that tell the story of each piece. Use evocative language that engages emotions and highlights unique qualities.
- High-Quality Photography and Videos: Displaying pieces using several angles and even video segments lets potential buyers picture wearing them. This is especially crucial with the younger Gen Z crowd.
- Virtual Try-on: Embrace augmented reality, enabling shoppers to “try on” items virtually. You can even provide size charts for rings, bracelets, and necklaces.
2. Partner With Skilled Web Developers
At this point, you’ve got ideas. But do you know how to build a website or should you partner with someone who does? Larger jewelry companies will often already have a dedicated in-house ecommerce team to manage the technical stuff. Solopreneurs and smaller businesses can typically list directly on sites like Etsy, which according to a 2023 roundup already lists roughly 40 million jewelry items.
But if you need more customization and intend on scaling significantly over time, you’ll want a dedicated online store specific to your brand. Hiring experienced ecommerce strategists, skilled developers, and talented web designers helps prevent problems before they have a chance to start. Even experienced in-house development teams will sometimes use outside resources. Consulting with other ecommerce experts at this point also gives your business the added benefit of fresh perspectives.
3. Strategically Choosing the Right Third-Party Ecommerce Platform
An intuitive and robust ecommerce platform is your centralized command hub. Whether it’s order fulfillment, tracking sales trends, or managing customer inquiries, you need something user-friendly. Factors like cost, payment processing, shipping integrations, and customer support need to be part of your decision-making process. SEO Locale can help build you an eCommerce store and assist in eCommerce marketing as well. Here’s a few widely-used platform options to consider, each of which integrates seamlessly with various payment processing solutions like Square and PayPal:
| Platform | Pros | Cons |
|---|---|---|
| Square Online | Affordable plans; beginner-friendly drag-and-drop builder, good for physical and online sales, various marketing and sales tools, robust app integrations, reporting and analytics tools | Limited design customization; not ideal for large inventories |
| Shopify | Built for ecommerce; handles large volume; various marketing integrations; excellent support, flexible customization, user-friendly | Transaction fees with some payment gateways; advanced features cost more |
| BigCommerce | Feature-rich; very scalable, mobile-friendly, good for international selling; no transaction fees, sells across multiple platforms, various customization features | More complex to use; pricing not ideal for beginners |
4. Identifying Your Ideal Buyer With Customer Personas
How to market jewelry online effectively involves truly grasping who you are selling to. Consider these key customer segments, keeping in mind the different strategies each persona might respond to:
- The Trendsetter: Always ahead of the curve, the trendsetter wants the hottest pieces the moment they drop. Engage with captivating social media content on platforms like Instagram and TikTok. Employ influencer marketing and high-quality photoshoots to showcase what’s hot right now. Highlight trendy styles, offer early access for new releases, and run exclusive flash sales. Consider the latest jewelry trends, such as drop earrings or vintage rings highlighted as part of a recent jewelry trends roundup by Etsy.
- The Conscious Consumer: This buyer aligns themselves with ethical brands prioritizing social responsibility and transparency. They resonate with fair trade practices and environmental awareness. Showcase sustainability certifications, partner with ethical influencers, and offer insights into your sourcing practices to nurture their trust. Share information about using recycled materials when applicable.
- The Luxury Seeker: Quality and exclusivity matter to this customer. Use high-end visuals, compelling storytelling, and exclusive promotions for VIP customers. They respond to craftsmanship and heritage. Offer limited edition pieces, host trunk shows or virtual consultations showcasing the story behind those designs. Think about integrating options such as white-glove delivery for higher-priced pieces.
5. Craft Compelling Content Highlighting Unique Value
How to market jewelry online involves going beyond just presenting pretty pictures. People buy when they connect with what you are offering. Try these tactics:
- Showcase your pieces with high-quality, professional photos. Research suggests photos showing jewelry without human faces on social platforms like Pinterest tend to do better.
- Craft detailed product descriptions with measurements and specific material information to manage expectations.
- Think about using a combination of studio shots and lifestyle images to provide different perspectives of your jewelry.
- Offer gift guides for various holidays or special events.
- Integrate behind-the-scenes glimpses into your creative process on platforms like YouTube or Instagram.
- Share educational content explaining things like gemstone properties or how to care for different metals. Think about highlighting unique materials and gemstones and discussing their origin or cultural significance.
6. Leverage Social Media Platforms to Build a Strong Online Presence
Social media is no longer just for staying connected, it’s become one of the most impactful marketing strategies of our time, particularly for ecommerce. Research shows the global digital advertising market hit $626.86 billion in 2023, with projections predicting a spike up to $835 billion within the next three years alone. Instagram, Facebook, and Pinterest offer powerful visual platforms to display your work and drive sales, while sites like TikTok can take a less traditional, more humorous or relatable route. It’s worth considering exploring them all to determine where your target audience is most present.
Once you establish a presence on the social sites you feel are the best fit, make sure your accounts give clear information about shipping options and payment processing procedures. People tend to purchase impulsively via social platforms, and they need reassurance you can handle their orders securely.
7. The Power of Email Marketing: Maintaining Customer Relationships
Even as more technology and platforms emerge, the power of email marketing has remained important. It’s a great way to keep customers informed, answer common questions about payment plans, share details about promotional events, and more. This approach works well alongside social platforms to consistently nurture your customer relationships.
According to one research group, simply sending email newsletters can be all that’s needed to maintain consistent engagement and boost conversions. Consider segmenting your email list based on buying habits, interests, or location for more targeted messaging, offering discounts, or previewing new collections to create a feeling of exclusivity for your customers.
FAQs
How can I stand out from the crowd and market jewelry online successfully?
Differentiating your brand is crucial for cutting through the noise. Consider developing a unique selling proposition (USP) that sets your business apart, such as offering ethically-sourced gemstones or specializing in bespoke pieces. Leverage social media effectively, engage in influencer partnerships, and invest in high-quality photography to make your brand memorable. Prioritize storytelling in your branding – tell the story behind your inspiration or the unique aspects of your craftsmanship.
I’m new to this – what is the best platform to use to sell jewelry online?
Starting with a user-friendly platform like Etsy or Square Online is generally best for beginners who are unfamiliar with website coding or online stores. They guide you through setup, offering various integrations to simplify payment and shipping. However, as your business grows, consider a scalable solution like Shopify or BigCommerce, both of which offer extensive customization, advanced features, and accommodate a larger volume of products.
Conclusion: Learning How to Market Jewelry Online
Learning how to market jewelry online successfully hinges on understanding your niche market and employing effective strategies to establish a credible brand presence that converts browsers into loyal, repeat customers. Building trust, offering high-quality visuals, creating compelling narratives around your designs, using various digital platforms and keeping current with trending styles will help keep you ahead of the curve as you market jewelry online. With dedication and creativity, your creations will transition from mere accessories to treasured statements.
