The jewelry industry is dynamic and proliferating. Today, you can search for various jewelers on the Internet and buy a diamond ring from significant stores. Also, consumers shop all year round and often for themselves and not for others. Nonetheless, independent jewelers continue to pursue the same marketing tactics they’ve relied on for years: word of mouth from repeat customers, a rich family history of the business, and holiday promotions. Consumer and market behavior is changing, and jewelry retailers are at risk of being left behind if they don’t digitalize their strategies.
Running a jewelry business requires a lot of organization, time management, and strategy. You might think your marketing strategy is elegant. It’s essential to align your marketing campaigns with the retail calendar and keep in mind important dates and events throughout the year. Check out the key dates to watch out for and get helpful marketing jewelry tips for your small business.
Showcase every detail you’ve hand-crafted in each room with crisp, vibrant photos that will make your clients feel like they have space in their hands. If you don’t have great images, your product won’t sell through social media, Google ads, or bulk email. If you can’t take photographs or don’t have time to study, invest in someone to do it! – Marya Huhta from Glass Elements
When you start a business for the first time, you don’t have a humongous advertising budget. So try to spend your time mastering SEO or search engine optimization. Once you understand that search engines are driving traffic, move on to a more targeted SEO implementation. Once you get the hang of it, it will quickly become your primary source of visitors.
Run social media marketing campaigns regularly – weekly, monthly, or at your own pace. Today, consumers buy jewelry all year round, not just in traditional gift-giving times. Therefore, it is crucial to stay involved all year round. The most effective way to do this is by organizing contests on social media. Create or find your own branded hashtag and encourage customers to start posting. When customers post photos with your hashtag, be careful and like and comment on all posts. When customers see your brand interacting with real people, it helps validate your social presence and humanizes your brand.
Applying these digital jewelry marketing tips will give your marketing strategy the boost it needs. By staying active on social media and tagging their customers, even small retailers can compete with the most prominent Internet players. It certainly takes time and effort to build a social audience and develop different channels, but consider the benefits – your jewelry business will be much more competitive in today’s retail and presence. The broader social profile of your brand will ultimately lead to more sales.
Every person you meet is a potential buyer. Be kind, cheerful, and smile to everyone you see. When people praise your jewelry, say thank you, give them your business card and say you like these earrings or rings, bracelets, necklaces, or whatever, visit my website to see my other jewelry.
One of the hardest things to do is get your product published in a magazine (not in an advertisement). You need to find a suitable contact person (editor for a particular section of the magazine). Send them your information, including photos of your product, by email or hard copy. The offer to make a gift with them is also mentioned in the magazine. A cool function can generate all kinds of actions!
To stand out from other artists, make sure your website and marketing materials speak directly to your potential clients and tell a compelling story about your jewelry (beauty, history, nature, myths, family, etc.). Give them more than just a list of metals, gems, and sizes to get them emotionally connected with your design and motivated to buy.
Suppose you are on Facebook or Pinterest. Don’t post; you need to be VISUAL and do it all the time. Take time to start the week to collect photos, suggestions, and product photos and get them ready for use this week. You can also find content from other sources relevant to your brand (blogs, products you like, images that inspire you, quotes). This does not mean that you have to be online all the time. Just schedule massive publications, and it’s effortless.