The jewelry industry is dynamic and fast-growing. Today, you can surf and shop the internet for a number of e-commerce jewelers or head to big-box stores to buy a diamond ring. Furthermore, consumers are purchasing year-round and often for themselves instead of others. Yet, independent jewelers are still clinging to the same marketing tactics they’ve relied on for years: word-of-mouth advertising from loyal customers, a rich narrative celebrating the store’s family legacy, and holiday-centric promotions. Both consumer behavior and the market are changing—and jewelry marketers risk being left behind if they don’t give their strategies a digital revamp.
Running a jewelry business takes a great deal of organization, time management, and strategy. You may think you have your marketing strategy sorted, but it’s important to remember to align your marketing campaigns with the retail calendar, incorporating important dates and events throughout the year. Find out the key dates to look out for, alongside helpful jewelry marketing tips for small businesses below.
Show off that great detail you handcrafted into each piece with vibrant, clear photos that make your customers believe they are holding the piece in their hands. If you don’t have good photos, no amount of social media, google ad words or e-blasts will sell your product. If you don’t know how to take photos or have the time to learn – invest in someone who does! – Marja Huhta from Glass Elements
When a business is first launched, it does not have much of a budget for advertising, so try and invest your time into mastering SEO or search engine optimization. Once you figure out that search engines bring traffic, begin to implement SEO much more intentionally. Once you get the hang of it, it will quickly become your top source of visitors.
Run social media marketing campaigns on the regular: weekly, monthly, or at your own interval. Today’s consumers are buying jewelry year-round, not just at traditional gift-giving times. As a result, it’s important to keep engagement up throughout the year. The most effective way to do this is to run social media contests on social media. Create or find your brand hashtag and encourage customers to start posting. As customers begin to post photos with your hashtag, pay close attention, and make an effort to “like” and “comment” on all submissions. When customers see your brand engaging with real people, it helps to validate your social presence and humanize your brand.
Implementing these digital jewelry marketing tips will give your business’ marketing strategy the jump-start it needs. By remaining active on social media and celebrating your customers, even small retailers can compete against the bigger online players. Sure, it takes time and effort to develop a social following and to maintain different channels, but consider the returns: Your jewelry business will be much more competitive in today’s retail landscape and your brand’s larger social presence will ultimately drive more sales.
Every person you meet is a potential customer. Be friendly, positive, and smile at everyone you see. When people compliment you on your jewelry, say thank you, hand them your business card, and say, since you like these earrings or this ring, bracelet, necklace, or whatever it may be, please visit my website to look at my other jewelry.
One of the best things, while difficult to do, is getting your product featured in a magazine (not an ad). You have to find the correct contact person (editor of a specific area of the magazine). Send them your info, either by email or hard copy, including any pics of your product. Offering to do a giveaway with them as well will get your name in the magazine. Just one great feature can bring in all kinds of business!
To distinguish yourself from other artists, make sure your website & marketing materials speak directly to your prospects and convey an engaging story about your jewelry (of beauty, history, nature, myth, family, etc). Give them more than just a list of metals, gems, and dimensions so they can connect emotionally with your creations and be motivated to buy.
When you post on Facebook or Pinterest, it needs to be VISUAL and done CONSISTENTLY. Take some time at the beginning of the week to gather some photos, quotes, product shots, and get them ready to go for use that week. Also, find material to share from other sources that fit with your brand (blogs, products you like, photos that inspire you, quotes). This doesn’t mean you have to be online constantly. Just schedule your posts in bulk and it’s really pretty easy.