There’s a famous quote that goes like insanity is doing the same thing over and over again and expecting different results.
This idea perfectly applies to your marketing strategies.
If you keep sticking to the same old marketing tactics, you can’t expect to see new results. To achieve a different outcome, you need to update and innovate your approach.
Waiting for a breakthrough without making any changes is not the way forward.
By being here and seeking ways to improve, you’re already taking a step in the right direction. Keep going!
In this blog, we will discuss jewellery marketing strategies that you can start implementing if you haven’t before.
Table of contents
- Why Do You Need to Update Your Strategy?
- Updated Jewellery Marketing Strategies
- In Conclusion
- Frequently Asked Questions
Why Do You Need to Update Your Strategy?
The jewellery market is vibrant, but it’s also fiercely competitive. Traditional marketing methods—like newspaper ads and billboards—are not enough to convince your customers to visit your shop. We’re not saying they’re completely ineffective.
In fact, when combined with a full-fledged campaign that includes spreading awareness using different platforms, they can work wonders.
For example, you could pair a newspaper ad with a social media campaign during Akshaya Tritiya and Dhanteras as people are most open to buying precious metal jewellery during these occasions.
If you are wondering why it is required, then here’s the thing — According to a report by Statista, social media now influences 58% of consumers to buy a product in the United States.
This trend is slowly catching up in India as well. 28% of urban Genz (those born after 1997 – 2012) open Instagram 10 times a day.
Imagine how big of an impact it could make if your brand is also on Instagram and they consumer your content.
Furthermore, today’s consumers are more informed and have higher expectations. They seek personalised experiences and value authenticity.
When you update your marketing strategy to reflect these desires—whether through bespoke jewellery consultations or custom offers—you are building a relationship that fosters trust and loyalty. And loyalty equals long-term sales.
Latest Jewellery Marketing Strategies
Now that you understand the importance of updating your jewellery marketing strategies — let’s learn advanced marketing strategies that will help you boost your sales in the long run.
1. Embrace Social Media Marketing
Social media marketing involves using platforms like Facebook, Instagram and Twitter to promote your jewellery brand. These platforms allow you to connect directly with your audience, share engaging content and drive foot traffic to your store.
According to Statista, as of 2024, Instagram alone has over 2 million active users every month. There is a high chance that many of these users are interested in precious metal jewellery.
Hence, social media is a powerful tool to introduce your brand to those users already interested and make them your loyal customers.
Here’s how you can start social media marketing for your jewellery brand.
- Create High-Quality Content: Post high-resolution images and videos of your jewellery. Show off your pieces in lifestyle contexts—like on brides or important work meetings—to make them more relatable.
- Use Stories and Reels: Instagram Stories and Reels are great for showcasing a new collection in a very visually attractive manner. And guess what? If a user likes your jewellery or is thinking about buying one – they are likely to save your reel and come to your store whenever they are ready to buy.
- Run Targeted Ads: Utilise Facebook and Instagram ads to target specific demographics based on location, age and interests. This ensures your ads reach people who are most likely to visit your store. A social media marketing agency can easily do this for you —Try reaching out to one because simply putting jewellery in the image is not enough. There should be compelling text in the image, an eye-catching visual that will grab their attention and many more things.
2. Leverage Local SEO
Local SEO (Search Engine Optimisation) helps improve your visibility in local search results. When someone searches for a “jewellery store near me,” you want your shop to appear at the top of the results.
Google reports that 76% of people who search for something near them visit a business within a day. By optimising your local SEO, you increase the chances of attracting these customers to your physical store.
Connect with an SEO company and optimise your Google My Business profile so that you also start appearing at the top in search results and attract those searchers to your store.
3. Invest in Influencer Partnerships
Influencer marketing is all about teaming up with social media personalities who have a big following, especially on Instagram. These influencers showcase your jewellery in their posts, stories or reels, making your products a natural part of their content.
Here’s why it works: When influencers introduce your jewellery to their followers, it’s more than just a promotion—it’s a recommendation. Their fans already trust them, so when they say, “This necklace is to die for” their audience believes it.
That’s why 83% of marketers think influencer marketing is highly effective, according to a survey by Influencer Marketing Hub.
However, don’t collaborate with any random influencer. Be strategic while collaborating with influencers.
Select influencers whose style and audience align with your brand. Look for influencers who have a genuine interest in jewellery and a strong local following.
You can use those influencers as models in your photoshoot and post collaboration reels with them.
If you want some help finding the influencers, please read this blog
Top 10 Jewellery Influencers and Bloggers in India
4. Send Personalised Marketing Messages on Whatsapp
Everyone these days checks WhatsApp multiple times a day, so why not leverage this popular platform for your marketing efforts? Sending personalised messages directly to your customers can make a big impact and drive more engagement.
It’s simpler than you might think. Focus on creating messages that feel personal and engaging. Instead of sending out generic promotions, make your messages resonate with each recipient by addressing them by name and speaking directly to their interests. For example, you could send a message like this one
“Hey [First Name], you’re one step closer to finding your dream diamond necklace! We’ve just launched our latest collection and we think you’ll love it. Come visit our store to explore it yourself!”
This approach not only makes your message more relevant but also creates a sense of excitement.
To get the most out of WhatsApp marketing, consider partnering with a social media marketing agency.
They can help you set up and manage your WhatsApp campaigns, ensuring your messages are not only personal but also strategically targeted with clear call-to-action at then end.
5. Create Limited Edition Collections for Festive Seasons
Jewellery shopping peaks during auspicious days like Dhanteras, Akshay Tritiya and Pushya Nakshatra. Launching limited-edition collections around these festivals can build excitement and encourage people to make a purchase when they are already inclined to invest in gold or diamonds.
You can market these exclusive collections with themes that resonate with the occasion—such auspicious Akshay Tritiya. Promote these collections through newspaper, billboards,social media and even influencer partnerships well in advance.
To make this execution more seamless and organised — connect with a jewellery marketing agency as the company can help you name the collection and conceptualise and execute the whole campaign.
To increase urgency, let customers know that these collections are available for a limited time or only in limited quantities.
Additionally, offer personalised touches like engraving or custom designs for those buying jewellery as a gift for these festivals, enhancing the exclusivity factor.
Conclusion
Marketing for a jewellery brand is all about connecting with the audience in ways that feel fresh and engaging. Sticking to traditional methods alone might hold you back from reaching your full potential, but embracing modern strategies like social media, influencer partnerships and personalised outreach can open new doors for your brand.
Your jewellery deserves to be in the spotlight and with the right marketing approach, it can truly shine. If you’re ready to take your business to the next level, we’re here to help.
Let’s create a custom marketing plan that highlights what makes your brand special and brings more customers through your door.
Reach out to us today at hello@florafountain.com.
Frequently Asked Questions
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...
