9 Marketing Strategies that Jewellery Brands are using to Sell More Online (in 2022)


With the onset of Covid, it was speculated that customers will only buy necessities, and jewellery was certainly not one of them. We also expected many of our jewellery clients to take a hit, but on the contrary, we saw many of our clients grow during the lockdown and are in the recovery stage now. customers who were locked at home continued piling shining metals despite the grim future. The economic forecasts paint the picture for an expansive global market in the next few years with room for newcomers and established giants alike.

And now as the fear of COVID wares down, now is the time when the jewellery brands are seeing the biggest opportunity for growth. So, if you’re a jewellery brand, looking for ways to grow your sale – we have put together a handy resource to spark your imagination and put you on the right path.

  1. Unique product visualization tactics

“In eCommerce, you sell a photo, you don’t sell a product.” – Majed 

Not having enough product images is one mistake that many jewellery brands make. Having multiple product images with scale can really help the customer to visualise the product. Ana Luisa does a great job of showcasing the product up, close and personal. What really stood out was the snippet video of the model holding the earring in her hands. This allows the customer to visualise the actual size of the item. As you scroll further down the page, you see the Instagram feed where you can get inspired to style it in multiple ways. 

2. Creat a Brand Story

Since jewellery is often purchased as a gift for a loved one, emotional selling is an excellent way to market jewellery. According to Gerad Zaltman, an author and professor at Harvard, 95% of purchasing decisions are made in the subconscious mind. Therefore, tying emotion to a brand has often proven to increase sales for many businesses. A compelling brand story can motivate customers to make a purchase and also generate brand loyalty. Emotional storytelling can be done with your brand’s words, images and graphics. For example, the Cartier Love Ring has become a symbol of love and commitment with all the trimmings one would expect in a storybook romance. It is the best example of emotional selling to lock your love forever.

3. Offer Buy Now Pay Later payment options

Buy now, pay later is slowly becoming a must-have feature in eCommerce. It is an attractive way to encourage customers to make a purchase, especially for high priced items. It is a fuss-free way to increase financial flexibility without paying interest or applying for credit cards. There are multiple players in the industry like Klarna, Afterpay, Sezzle and many more to choose from. Aurate, among many others, is a fine jewellery brand that offers this service. Do your own due diligence and consider how this marketing tactic might fit into your eCommerce strategy. If it checks all the boxes, BNPL could be a great way to boost your overall sales.

4. Sustainable and Ethical Jewellery

Like every other industry, there is a growing demand among consumers to be able to make ethical choices when it comes to jewellery. Data suggests that the demand for sustainable jewellery is driven by consumers. Searches for ethical diamonds have increased by 75% and lab-grown diamonds by 83%. Due to this surge, many brands are opting for traceability and transparency to avoid unintended negative impacts at any stage of the creation process. Mejuri is the first brand that pops in my head when I think about ethical jewellery. Mejuri sources exclusively from either Responsible Jewellery Council (RJC)-certified suppliers or family-owned businesses near the brand’s headquarters of Toronto. We understand you can’t become sustainable overnight. It might be a long journey. Therefore start small. Maybe add one category or one product at a time. Be genuine and focus only on sustainability efforts that deliver a true, positive impact.

5. Leaning into Fair Pricing

There are many DTC brands that have built their empires by “cutting off the middle man” as they like to call it. Casper, Warby Parker are a few examples that have paved the way for many others. Foro World has adapted this strategy and it seems to have worked wonders for them. What I’ve found interesting about Foro World is just how much they’ve leaned into this story of ‘fair pricing’ throughout their marketing funnel. You’ll find it on the homepage, product page and social media. This way the customer sees the exact savings being passed on to them. 

6. Build your brands around Customer Happiness

Do you buy anything without reading the customer reviews anymore? Maybe not. Happy customers are one of the most effective marketing tools that you can use. Positive brand reviews can not just strengthen your brand loyalty but also increase your conversions and SEO efforts. Because of this many brands are opting to showcase their product reviews on the homepage or product pages and some are even making them the highlight of their websites. Your customer reviews can also be repurposed in your digital marketing and it’s a great strategy to amp up the sales. 

7. For Women, By Women

In the jewellery industry, many businesses are founded by women and some of them are leveraging it to the best of their advantage. With Feminism on a rise, “for women, by women” has become a great marketing tactic. Women are building brands that value the same things most women value which is connection, empathy, community and authenticity. 

8. Offer Lifetime Exchange Policy

There are brands that offer lifetime exchange for all purchases. The products can be returned for buy-back or exchanged for another item after deducting some processing fees and making charges. This instils a sense of trust in the customer and they are more open to making a purchase. Mellora is one such brand that offers a lifestyle exchange policy. 

The online jewellery market is booming and how. Your eCommerce store should be considered as the central hub for your brand, to attract customers and build trust within them. Selling online is a balancing act between technology, marketing and human operations and therefore the right technology and process will ensure that the people who visit your store enjoy the experience and remain engaged with the brand for a long period of time. We hope these unique marketing strategies will help you to grow your business.