The jewelry industry is bursting with an estimated value of $292 billion by 2025―up from $230 billion in 2020. Those using the right marketing tools, strategies, and ideas will secure a larger share of the market. To help you promote your jewelry business, here are 18 jewelry marketing ideas. Use them to increase jewelry store sales, even with a tight marketing budget. You can now use the next link to learn about the best beginner road bikes.
From selling online to generating referrals and getting good press, here are the best jewelry marketing ideas to grow your business:
- Build a Website Optimized for Search
Regardless of where you sell your jewelry—online, at fairs, your own store, or in other retail shops—it’s vital to have a well-designed small business website for customers to find your jewelry, your story, and where they can purchase from your business. You don’t need to have website design skills to create a site with search engine optimization (SEO) in mind—instead, use one of the best website builders for small businesses.
Using a site builder like Squarespace lets you easily create a professional website with modern templates. Some of Squarespace’s built-in SEO features include properly written page titles and descriptions, a site map, and a secure sockets layer (SSL) certificate. These features ensure your site is secure for customers and its content is optimized to rank higher in search engine results pages (SERPs) on Google and other search engines. To improve your views you can also use SocialBoosting to boost your content and optimize your account.
- Improve Your SEO for Better Rank on Google
Example of Google search result from “best cash registers”.
An example of high ranking in a Google search based on a specific keyword phrase.
(Source: Fit Small Business)
Success in ranking relies heavily on creating excellent content that inspires readers who visit your site to click on a call to action (CTA) to purchase your items. Use Ahrefs keyword search tool to find words and phrases to use in your site’s content to help it rank higher organically. Ranking higher increases your exposure online to new audiences that may convert to customers since more people see your content in online search results.
If your website was published before you learned about the importance of SEO, it’s a good idea to reassess your site to find out what it needs to rank higher on Google. You can rank higher in Google with paid advertising, local search results, or organically when you create content that answers a searcher’s question well based on Google’s algorithm and best practices.
- Use Pinterest to Promote Your Jewelry Business
Example images of Pinterest searched result of “flat back earrings”.
Results of the keyword phrase “flat back earrings.”
One of the best social media platforms to use for visual items like jewelry is Pinterest. Pinterest users often search for specific items or use broad terms and then discover items they didn’t even know they wanted. They might pin those items to boards for inspiration, or even purchase items directly from a Pinterest post.
To be successful on Pinterest, you need to photograph your jewelry, create eye-catching graphics, and post your content on Pinterest with the right hashtags and keywords. For example, if you exclusively sell flat-back earrings, you could use keywords like “flat back earrings” or “earrings to wear with headphones” to attract a specific audience. If you want to aim for a broad audience, use keywords like “silver jewelry,” “gold jewelry,” and “earrings.”
Most importantly, as mentioned before, Pinterest is visual, so it’s important for your posts to look great. You can use Canva, a free online graphic design tool, to create graphics that are sized right for Pinterest (and other social media sites). Plus, you’ll get access to free templates, graphics, and stock imagery.
- Create a Brand or Product Story
Image of Tiffany & Co. home page with jewelry image.
An example of jewelry marketing using emotion.
(Source: Tiffany & Co.)
Emotional selling is an excellent way to market jewelry, especially since jewelry is often purchased as a gift for a loved one. In “How Customers Think: Essential Insights Into the Mind of the Market,” author and Harvard Business School professor Gerald Zaltman claims that 95% of purchasing decisions are made in the subconscious mind. Tying emotion to a brand or an item has proven to increase sales for many businesses, according to the book.
Jewelry is not a necessity, and convincing a person to buy a luxury product often comes down to selling them a story and showing them why they want it. A compelling brand story can generate brand loyalty, and creating a product story can motivate a customer to purchase. Sell rings related to love or friendship, or necklaces to celebrate a person’s individuality—and write that story. Emotional storytelling can be done with photos, graphics, and words.
If you aren’t sure how to start writing the story of your business or your jewelry products, consider hiring a professional writer or photographer to help. You can find affordable freelancers to help you write your brand story or create storytelling graphic designs at Fiverr, a freelance marketplace, starting from $5.