The jewellery industry is gearing up for massive growth in the coming years, especially with the rise of branded jewellery. According to Statista, this expansion is only going to keep pushing forward.
Brands like Tanishq, Kalyan Jewellers and Malabar Gold are already setting up stores all over India. So, if you’re in the jewellery industry, this is a pretty exciting time—but it also means you’re facing tougher competition than ever before.
To stay ahead of the game, your advertising techniques must be sharp and stand out. But with so many options out there, how do you even know what’s working right now in jewellery advertising?
Don’t worry, we’re here to break it down for you.
Table of contents
- How Big Jewellery Brands Are Advertising?
- Top Jewellery Advertising Techniques
- In Conclusion
- Frequently Asked Questions
How Big Jewellery Brands Are Advertising?
Let’s start by looking at the top 5 jewellery brands in India — Tanishq, Kalyan Jewellers, Malabar Gold & Diamonds, P.C. Jewellers and Joyalukkas. These brands are dominating the market right now.
And guess what? They’ve shifted heavily into digital advertising. Yes, TV and print ads are still around, but the real magic is happening online. And if you’re not investing in digital ads, it’s probably time to start thinking about it.
Take Tanishq for instance. They are going aggressive with Meta ads (Ads that you run on Facebook and Instagram) They run ads on festivals, include emotional moments in ads etc.
With digital ads, these brands are trying to reach people where they’re spending the most time—online.
So, how do you compete with these big guys? By learning a few strategies in this blog.
Top Jewellery Advertising Techniques
Let’s break down the advertising techniques that’ll help your jewellery brand stand out and catch the eyes of your target audience.
1. Go Big on Google Search Ads
People are spending hours scrolling through Instagram, watching YouTube and searching for things on Google. And that’s where your jewellery brand should be too.
Start with platforms like Google Ads and Facebook Ads. They’re powerful tools that can help you reach your audience based on their online behaviour. Imagine someone searching for a “gold jewellery shop near me” on Google and boom—your ad shows up right there! This kind of targeted advertising makes sure you’re reaching people who are already interested in what you offer.
You need a Google My Business profile and a solid digital marketing agency to implement Google ads strategy and you are all sorted.
2. Get on Social Media & Start Advertising!
Social media is where everyone is hanging out these days.
And for jewellery brands, platforms like Instagram, Facebook and Pinterest are pure gold. Why? Because jewellery is all about aesthetics and these platforms are perfect for showing off your gorgeous designs in a visual way.
Instagram, in particular, is a jewellery brand’s paradise as 362.9 million people use Instagram in India.
What you can do to leverage this huge user base is partner with a social media marketing company and start marketing your jewellery brand organically.
Once you have created a decent social media presence, you can start advertising through Meta ads.
And don’t worry. You don’t need to be involved so much. Your social media marketing agency will conceptualise ads, make creative and run campaigns.
3. Partner With Influencers for Jewellery Advertising
If you want to quickly build trust and get your brand in front of a big audience, influencer marketing is your go-to strategy.
Influencers are like celebrities but with a loyal Instagram following. So, when they feature your jewellery, their followers are more likely to check your brand out—and maybe even visit your store to buy.
But you are not supposed to partner with random influencers. Their content and their personality should align with your brand’s value and your brand’s personality.
Most importantly their content should be relevant for your industry. If you need help in finding influencers— you can check out this blog
Top 10 Jewellery Influencers in India
4. Sell with Storytelling
Precious metal jewellery is an emotion for Indians. People dream of gifting gold jewellery to their closed ones with their savings. For instance, a daughter aiming to buy a gold necklace for her mother with her salary or family gifting gold to their son or daughter on their wedding.
There are so many emotions tied to gold. That’s why emotional storytelling can leave a lasting impact on consumers.
For example, Kalyan Jewellers ran a beautiful campaign during Diwali, focusing on how jewellery equals happiness and togetherness in a family.
The emotional appeal of the ad made viewers feel connected to the brand. It was just one example.
Your brand can do the same. Whether it’s sharing stories about your artisans, your sustainable practices or the inspirations behind your design — storytelling can create an emotional bond with your audience.
5. Advertise Aggressively During Seasons
Finally, don’t underestimate the power of a good promotion. The jewellery market is especially hot during certain seasons—think Diwali, weddings and Akshaya Tritiya. This is when people are ready to splurge on jewellery, so make sure your ads are front and centre during these times.
Create targeted ad campaigns leading up to these key seasons. Offer limited-edition pieces, discounts or special collections to entice buyers.
Give your collection a name related to the festival, occasion or a feeling. For example, we ideated this collection called “Parva” for our client Vajra Jewels. We conceptualised the launch on social media as well.
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In Conclusion
Jewellery advertising has evolved and staying ahead means getting creative and going digital. All the techniques that we mentioned in this blog can be easily executed with the help of a digital marketing agency for the jewellery business.
If you are looking for an agency to implement these advertising tactics— We are here to help. Having worked with various jewellery brands, we have mastered jewellery ads.
Reach out to us at hello@florafountain.com and we will get on our toes to make your jewellery brand shine brighter than your competitors.
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...
