Perhaps you’re a professional jewelry artist that has had years of experience crafting timeless pieces. Or perhaps you are an aspiring hobbyist that is looking for ways to monetize your hobby. Regardless of your experience with jewelry making, effectively marketing your creations remains a large portion if not the majority of your effort in the end-to-end sales process.
Whether you’re just starting to sell, or if you’re looking to expand your personal retail storefront, you’ve come to the right place. In this blog post, we’ll be reviewing marketing strategies that have been shown to be effective in boosting jewelry sales time and time again. 😉
Establishing your online presence:
While trade shows have gone dormant ever since the arrival of the global pandemic, the area of jewelry e-commerce certainly has not. If nothing else, the pandemic has only accelerated this transition online regardless of what industry you work in. Adapting and continuing to explore new channels under these circumstances is crucial to a thriving jewelry business.
Of course, most people already know about the biggest online platforms for selling your jewelry: namely Etsy, Pietra, and Pinterest. And this isn’t a bad place to start. You can learn a lot about the audience that your jewelry appeals to just from a few sales. But as you start to grow your business, dependence on these platforms is dangerous. 😬
Logos from Pinterest, Pietra, and Etsy.
Please don’t misunderstand❗️: platforms such as Etsy and Pinterest are all unimaginably vibrant marketplaces with many potential buyers ready to take out their wallets for something exceptional that they find. But with a market comes competition, and without a personalized platform you can put yourself on, the millions of other sellers on these platforms will quickly cover your unique voice.
On that note, building an independent online retail storefront is a must. There are many online store builders out there, with Shopify being one of the most popular. Make this personal retail website your home base; you can then fully utilize social media channels such as Instagram and Facebook to draw people into your personal online space.
In the long term growth and scalability standpoint, having your own online store allows you to freely customize to your heart’s content, holding much more potential for successfully setting yourself apart.
Design and Quality
You’ve already got artistic talent and your jewelry certainly shows it! ✨ Now it’s time to apply that artisanship to another area: designing the look and feel that your customers experience when they purchase jewelry through your online storefront.
https://creaturesofthewildunknown.com/ | Mia Savage's home page
It would help to think of your website as decorating a room or choosing the venue for a wedding. Be defined in your color palette and aim for colors that speak in harmony with pieces of jewelry that you have created. An attractive website could make or break the sense of authenticity that your product conveys to customers. Ultimately, this is the most subjective portion of your marketing strategy, but try to envision what you would like your design to convey about your store and the work that you do.
https://sonderandsilver.com/ | Sidney Simmon's home page
Now for quality. Be sure to know the value behind the jewelry that you sell; this is extremely important for maintaining the product quality that will satisfy your buyers. Aside from the quality of the jewelry itself, small things such as customizing your packaging, attaching complementary thank you notes, or finding ways to optimize your delivery time might make all the difference between a returning customer and an unsatisfied one.
More than ever, the industry for jewelry designers is becoming more and more competitive. While there are a lot of aspects in which branding goes hand in hand with the design and quality of the products, the two aren’t completely synonymous.
You already have a unique look and feel for your product. Now set up activities and events to set yourself apart. This could be a variety of things: perhaps you expand by collaborating with friends also interested in jewelry, perhaps you host live streams on Instagram simply talking through your lifestyle, or perhaps producing a video on making DIY jewelry.
Even ideas such as revealing the private aspects of your jewelry making process such as how your studio/workspace looks like can hit home with many of your customers. Branding is all about knowing the style that resonates with buyers and sticking with it. 😄
Customer Relationship Management:
A little extra warmth to your customers goes a long way. 💚 That’s what CRM is all about—leveraging methods of communication with your customers to guarantee that they return for more.
The first step is to start understanding their mentality and targeting the reasons why they would purchase your jewelry. Perhaps some part of purchasing your jewelry holds particular meaning for them? Perhaps there is a certain color or material or type of gemstone that particularly captures the attention of your audience?
Once you have that figured out, make sure to leverage email campaigns and your newsletters to continue to stay in touch with people who have purchased your jewelry. The care that you put in is the care that they’ll return. If they like you and the brand that you’ve created, who knows, maybe they’ll even refer a friend.
Make sure to align the email content with the design that you’ve set up for your brand, sticking to this will help customers draw the association between your messaging, your website, and ultimately the bond that they have with the jewelry you sell.
This element/strategy has already been interwoven into all of the previous points that we’ve brought up. Consistency is by far the most crucial step towards a steady growth of your jewelry business. 🙂
Think of it like this: even if your audience initially starts at 50 members, a 10% increase per week after 30 weeks would give you almost 900 members. After a year with steady growth, that number would expand to 7000.
After two years, that number would climb to around a million. The moral of the story? Even a small audience can be a powerful one when used correctly. 😀
Consistency in visual and design
Other than consistency across design and vision, there is also the question of maintaining consistency in messaging. Have a set day, time, or cadence for when you will reach out to your customers.
Continue to build your presence on a daily basis and add features that you feel would benefit your buyers to your online store. Day by day, your reach will continue to grow, and along with it your sales. 🤗
Now that an overview of our 5 essential elements has been given, your next most pressing question is—how do I get started? The answer is simple: step-by-step. 😉
Many people love to promise that results will be immediate, but the truth is that building your online store is similar to running a marathon—only after persistence do you start to see the finish line. Marketing your jewelry is a continuous trial and error process; it’s only after experimenting with many ideas that you’ll find the method that works best for your customers and matches your own style.
But if you read this to the end, you’ve already got the right ideas to be on track. Keep powering through and staying true to your art: one day your online store will skyrocket! Let us know your thoughts in the comments below! 💚
Written by Andrew Sima at team Moose