When it comes to marketing your online store, you’ll see most eCommerce businesses swearing by offering big discounts and deals, or maybe even free shipping. But when you’re in the luxury industry, jewelry store marketing does not work the same way.

You can’t offer big discounts – obviously.

You can’t possibly offer free shipping – if nothing else, you’re obviously going to have to ask the customer to pay for insurance.

It’s luxury jewelry, after all.

After working with hundreds of brands in the luxury industry, we are often asked the following questions:

How to market jewelry online?
How to increase online jewellery sales?
How to increase jewellery sales?
How to do jewelry store marketing without having to give massive discounts?
Do you have social media marketing ideas for jewelry business?
Is marketing jewelry online even worth the investment?

Instead of restricting our answers to the luxury jewelry brands we work with, we decided to write this guide to help you create a jewelry marketing strategy that actually works. This guide has everything you need to know about luxury jewelry marketing; so make sure you bookmark it right away!

PS. If you don’t have an online store for your luxury jewelry brand yet, don’t forget to read: The only guide you need on how to start an online jewelry store for your business.

Note: In this article, we’re sharing all the strategies that we have used as a luxury eCommerce agency to help brands grow. To work with us, contact us here.

Jewelry store marketing strategies for luxury brands

1. Use social media to share branded images that reinforce your product’s premium-ness

First things first. Whether or not you’re in the luxury industry, social media is where your customers are! There is no reason why you should rely only on the search engine and overlook social media in your luxury marketing strategy.

Think about Tiffany’s.

Their brand name is enough for consumers to associate each of their pieces with luxury. But just because they cater only to a specific segment that can afford a high-end product, do they ignore social media marketing for their luxury brand?

The answer is no.

Because channels like Facebook, Instagram and Twitter are great platforms for luxury brands to showcase the affluent lifestyles they can offer to consumers.

Don’t believe us? Here’s what Tiffany’s Instagram page looks like:

Each of their posts speaks luxury. If you notice the luxury jewelry brand has made sure that all the product pictures shared on Instagram (and their other social media profiles), follow a specific theme that is unique to them. They’ve also made sure that they use plenty of their brand color to boost recall for their offline customers!

Furthermore, they use the caption text to focus on sharing more about the product in the picture. They make sure that it includes details that make shoppers feel they’re interacting with a luxury jewelry brand – even if it’s on social media.

Here’s another example from Chanel’s official Instagram page. They have a specific style for showcasing their jewelry line to make sure the pieces stand out on their feed:

Here’s what you need to keep in mind when using social media for luxury brand marketing for your online jewelry store:

Stay true to your brand
Keep your posts on-brand at all times
Make use of the captions to share the luxurious details
Steer clear from words that indicate cheap or affordable (unless you have a collection that does fall into that category)
Use high resolution/high-quality images in your social media posts
Remain consistent with your marketing
Consider using a branded hashtag to create your community

Not sure how to create a brand identity for your luxury jewelry business? Read our guide on how to design and develop a great one here. As a luxury eCommerce agency, we believe branding is everything when it comes to reaching customers who are willing to spend more.

2. Elevate your advertising strategy to reach the luxury buyers

Being on social media doesn’t cut it. You can reach your audience, build your following and give your brand awareness a boost. But you can’t reach shoppers who will make a purchase from your luxury jewelry online store without making a little nudge.

Yes, we’re talking about investing in paid advertising campaigns.

But simply boosting a post or driving traffic to your store will not do you any good. It might get you a lot of visitors, but not as many conversions. Take it from us, we have had a first-hand experience at this!

LACE is a fearless American luxury and high-end jewelry brand that is best known for its 3D printed jewelry. But they have a very specific segment of customers. So we could just set up an ad on social media and search advertising their jewelry. We had to first focus on understanding who their customers were, how they interact on their site and then create an entire buying journey for them.

So what we did instead, was execute a full discovery to identify the market opportunities and find out the leakage areas where LACE was losing customers online. With heatmap data in place and a clear view of who their ideal customers were and how they chose to interact with their site, we devised an advertising strategy that went beyond just a captivating ad copy. We created a conversion funnel for their Facebook and Instagram ads.

And then, these are the ads we ran for them:

The above campaign led to a 400% increase in traffic, 22x increase in conversion rate and a 6x increase in revenue. Read all about it here.

Now not all of your customers are going to discover your luxury products on socia

You can’t offer big discounts – obviously.

You can’t possibly offer free shipping – if nothing else, you’re obviously going to have to ask the customer to pay for insurance.

It’s luxury jewelry, after all.

After working with hundreds of brands in the luxury industry, we are often asked the following questions:

How to market jewelry online?
How to increase online jewellery sales?
How to increase jewellery sales?
How to do jewelry store marketing without having to give massive discounts?
Do you have social media marketing ideas for jewelry business?
Is marketing jewelry online even worth the investment?

PS. If you don’t have an online store for your luxury jewelry brand yet, don’t forget to read: The only guide you need on how to start an online jewelry store for your business.

3. Invest in content marketing that weaves in the story of your luxury brand

Most luxury brands have millions of followers. But most of their followers aren’t really their customers. Either they aren’t really convinced about making such a high-value investment in luxury jewelry. Or they’re simply not at a point where they can afford to buy such luxury jewelry.

Either way, it does not mean you don’t keep them engaged. And it definitely does not mean that they can’t turn into your customers one day.

As a luxury eCommerce agency with years of experience in the domain, we recommend that this is where content marketing comes in.

By creating content that aspires your followers to become your customers one day, you’re nurturing shoppers into your funnel. While it might take some time for them to convert, you establish the rapport of a being a brand that is an authority in its niche. You establish the rapport of being a brand that ‘motivates’ shoppers to achieve more.

Yes, aspirational content marketing is a thing. This includes creating behind-the-scenes videos, blog posts about how you built your jewelry brand or how each of your pieces are crafted and different from the others in the market. The idea is to share so much about you, your brand, your story and the value your products can bring that a consumer feels compelled to reach a point where they can make a purchase from you.

What’s more?

When you use content marketing, you also improve your SEO. And if you’re one of the firsts to start with this luxury brand marketing tactic, you might also get an edge over your competitors!

Here’s an example from Pura Vida:

Their luxury brand marketing strategy includes creating content that also taps into the trends that their target shoppers are following. They keep things light to give their brand a human side that shoppers who cannot afford to purchase their products yet, can engage with.

Here are a few things to keep in mind when using content for your luxury jewelry brand marketing:

Help your target customers visualize the look and feel of your products
Introduce them to the working or the making of your jewelry product ranges
Highlight what’s different about the jewelry your brand sells
Share your luxury jewelry brand’s story to give shoppers something to relate with
Ensure you stay true to your brand in your writing style
Make sure you set the right perception about the brand (you don’t want your exclusive handcrafted jewelry to look like a DIY project)

4. Leverage the power of email and SMS to keep consumer interest engaged

Right from the point a consumer trusts you enough to share their contact details and place an order on your online jewelry store, you need to proactively communicate with them over their preferred channel of conversation.

Some of the channels we’ve seen luxury shoppers choose are emails and SMS. That’s because both of these channels are devoid of noise and give the shopper a one-on-one platform to reach the brand.

As a luxury jewelry brand, you’re going to build a list of subscribers over time. Those who are simply your brand followers and those who are your customers. Segmenting the two, you need to plan out campaigns that don’t just focus on engagement, but also driving conversions.

For example, when we started working with LACE, the brand had not devised a strategy for email marketing. So the Motif team got to work, segmenting their email list based on different purchase behaviors and last interactions with the brand.

With the focus on consistently delivering value to their email list, we personalized the email strategy for each segment. This strategic approach to jewelry store marketing on email, led the brand to seeing 55% revenue from emails and a whopping 25% of returning customers!

Read all about it here.

But like we said, when you’re a luxury brand, your marketing needs to be luxurious too. So here are few things you need to keep in mind when using emails for your jewelry store marketing:

Stay true to your brand and customize the look and feel of your emails
Use the emails to introduce your products to the subscribers
Leverage the power of personalized product recommendations to bring back existing customers for more
Educate your email list about the ‘care’ of the high-value products
Make them feel like they’re a part of an exclusive list that gets to hear about you before the others
Focus on nudging subscribers to explore your products instead of just sales
Keep your email list clean at all times!

Here’s an example from Tiffany’s to inspire your next email marketing campaign for your luxury jewelry brand:

Struggling to set up your email and SMS marketing campaigns? Reach out to our luxury eCommerce agency experts here.

5. Bring in transparency with proactive communication

While most don’t see this as a luxury brand marketing strategy, we believe this is the one that makes or breaks the deal. This is the one strategy that decides whether the consumer will continue to feel your luxury jewelry range is worth their dollars, or should they start exploring other brands that are definitely more affordable.

When you purchase jewelry online, you have a few things in mind – especially when it’s a high-value purchase.

Will the jewelry piece reach me on time?

I hope my order doesn’t get lost in transit.

What guarantee do I have that the product will reach me?

Will the jewelry piece be intact when it reaches me?

What if the jewelry piece isn’t as per my expectations?

These fears are obviously understandable. That’s why a luxury jewelry brand needs to make proactive customer communication a part of their marketing strategy.

Here are a few things you can do to lower the order anxiety for these luxury shoppers:

Branded order tracking pages on your site
Automated order status notifications on email and SMS
Detailed and visible shipping information
Detailed and visible refund and return policies
Detailed and visible exchange policies

Here’s an example from Cartier. They are making sure their customers are well-informed about any delays in their orders:

6. Create an inner circle with a loyalty program

Luxury shoppers are tough to come by. But the one thing we’ve learned over time is that these consumers tend to stick to one brand for a longer period of time. They remain loyal to a brand, trusting to buy jewelry from them frequently and also become advocates of the quality of products in the process.

But this happens when your customers feel that they’re being valued by your luxury brand. No matter what stage your brand is at, repeat customers will continue to drive in more than 30% of your business revenue (innumerable studies and surveys have proven how retaining just 5% of your customers can result in a 95% increase in your profits).

That’s why we recommend setting up a customer loyalty program in your jewelry store marketing strategy. As an eCommerce marketing agency, we think customer retention is as important as reaching new customers.

This creates an inner circle of your customers, making them feel like they’re a part of an exclusive and special group. Come to think of it, they are spending a lot on your jewelry!

By creating a customer loyalty or rewards program, you’re basically inviting the customer to become a ‘member’ of an exclusive group that gets access to special launches, early announcements, discounts, store credits and more.

To give you a better perspective, here’s what Swarovski’s customer loyalty program looks like:

But a customer loyalty program is successful only when:

It understands the motivations behind luxury shopping
It adds value to the luxury shopper in some way
It gives them access to behind-the-scenes or exclusive launches that don’t meet the eye of the public
It gives them a platform to also share their feedback on products
It gives them something to associate with (for instance a cause that they feel about)

Jewelry store marketing is tricky. But it’s not impossible!

You’ll find that most luxury jewelry brands tend to stick to the usual brand awareness campaigns. They believe that it takes a shopper to step into stores to be able to make such high-value purchases.

While we agree that reaching the luxury shopper can be tricky when you’re marketing online, it’s not entirely impossible!

All you need is data on your side and a technology stack that enables you to continually learn from that data to adapt your luxury brand marketing strategy for higher conversions.

Does jewelry store marketing sound too overwhelming? Reach out to our luxury eCommerce agency here.

Well, in times when practically every jewelry brand is going online – handmade jewelry, artificial jewelry and more, it has become even more critical for luxury brands such as yours to focus on a strategic approach.

And we’re here to help. Reach out to our eCommerce marketing agency for your luxury brand on [email protected] to get a consultation on how you can increase your luxury jewelry store sales online!

Oh BTW, we’re not done here yet. We’ll be updating this post with more time-tested jewelry store marketing strategies every now and then. So make sure you bookmark this article to stay up-to-date!

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Jewelry Store Marketing: Luxury Brand Marketing Strategies That Drive High-End Sales