You can be more than just a jeweller next door. Just think about this. Because now you are not just competing with local jewellery businesses.
You are also competing with brands like Tanishq, Malabar Gold and Diamonds or Joyalukkas. Basically every other PAN India brand.
Because see what people are searching on Google to find jewellery stores
And look who shows up in search results!
But hey there’s more to it. Maybe the audience who is searching this cannot afford their making charges or they simply want better designs.
So this is when better jewellery marketing will help you.
Let’s understand some strategies that will help you reach more customers.
Table of contents
- Clear-cut Brand Positioning and Consistent Branding
- Show What You Got on Social Media
- Jewellery Marketing But With a Story
- Go beyond Jewellery on Social Media
- In Conclusion
- Frequently Asked Questions
1. Clear-cut Brand Positioning and Consistent Branding
Branding is more or less a very crucial aspect of marketing. And that’s the first step you should focus on before you start marketing your jewellery business.
So answer these basic questions and see if your branding is sorted.
- Do you specialise in bridal jewellery or minimalist designs or offer a mix?
- What comes to mind when people hear your brand’s name? Are they imagining luxurious, heirloom-worthy pieces or jewellery for everyday wear?
Once you have this figured out, shape the rest of your brand—your logo, packaging, social media presence and store layout should all reflect this identity.
You can study a brand called Giva to understand how to differentiate yourself with consistent branding and slightly different positioning.
Giva is a relatively new player in the jewellery industry. They’ve made a mark by positioning themselves as a go-to brand for minimalist jewellery or jewellery for everyday elegance.
If you see their Instagram feed you will see that it’s filled with young people. So they also target a niche audience which is a takeaway for your brand.
This clarity of identity is crucial. Whether your brand exudes opulence like Tanishq or chic minimalism like Giva, owning your space in the market is the first step toward effective marketing.
2. Show What You Got on Social Media
You take every brand you can think of and go and check their social media account. You will see how they showcase their collections.
Their ways of presenting are different of course. Some do campaigns, some just post close-up shots and some use reels to their advantage.
It totally depends on how you want to showcase it and your overall social media strategy. You can partner with a digital marketing agency for a jewellery business to figure out the right strategy for you.
But here’s how different brands do it.
Tanishq’s Instagram Feed
Malabar Gold & Diamond’s Instagram Feed
BlueStone Jewellery Instagram Feed
And another thing you will notice here is that there’s a pattern in how their feed looks. Tanishq for example uses close-up shorts and follows one colour palette for the entire collection.
Malabar gold and diamond on the other hand uses minimal text with the images. This is obviously possible with the help of a branding agency.
3. Jewellery Marketing But With a Story
People don’t just buy jewellery—they buy what it represents. A beautiful diamond ring is more than just jewellery; it’s a symbol of love, commitment and memories. Or it can be a sign of victory for a woman to buy her first diamond ring.
So think which story you want to tell, how you want to tell it and tell it beautifully.
Read the caption in this post and you will know what we are trying to say.
Now think about what story your jewellery tells. Perhaps your family business has been crafting jewellery for decades, passing down techniques from one generation to the next.
Or maybe you design unique pieces inspired by a specific era or nature. It’s just an example.
Or there’s jewellery for specific occasions like wedding jewellery or a diamond ring as a gift or something.
Tell these stories and be loud while telling those stories (social media campaigns or ads).
You can also feature customer stories. Ask clients to send photos of themselves wearing your jewellery and share their stories on your social platforms. This not only builds trust but also provides new customers with ideas on styling your pieces.
4. Go beyond Jewellery on Social Media
Social media can be a great way to attract new customers to your store. But it is possible only when you are relatable to people.
The examples that we showed you are quite established brands. They have a huge marketing budget to reach new customers.
But if you want to do it on a limited budget, focus on how to get people following you or like your post or comment or just simply look forward to your content.
Just for your reference, here’s the Instagram feed of our client Dia Hart – They are into lab-grown diamonds.
As we want to cater to a young audience, we are using messaging that’s relatable to them
You can easily market your brand with this type of content with the help of a digital marketing agency.
Conclusion
There’s no rule for jewellery marketing. You can go above and beyond the norms when marketing a jewellery brand. But studying what’s going on in the industry will help you narrow down your strategy.
Big names like Tanishq and Malabar Gold & Diamonds might dominate the space, but with clear branding, consistent storytelling and the right social media tactics, your jewellery business can shine just as brightly.
It’s all about defining your brand identity, engaging your audience through content and building genuine connections. And remember, even with a smaller budget, creativity and relatability can take you a long way.
If you don’t want to build a team and create a strategy all by yourself, Reach out to us at hello@florafountain.com. This way you can save time on research and execution etc and focus on your daily tasks.
Frequently Asked Questions
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. He is a seasoned professional with an MBA in marketing and over a decade of experience working with multiple MNCs. Vasim is a firm believer in the power of creation and he is...
