The jewellery business is a thriving industry and is estimated to be worth over £250 billion so it is no surprise that people want a piece of that pie.
Due to the market being so saturated and competition finding new and innovative methods and materials to use, it can be difficult to stand out from the crowd. Those who use relevant and correct marketing tools are dominating the market and are sharing the pie whereas if you are simply waiting for people to find you, then you could be waiting a very long time.
In this article, we will go through some of the best tips on marketing your jewellery brand without spending a fortune.
For the purpose of this blog, we are going to assume that you already have a working website as many Hatton Garden jewellers do.
If you don’t have one, then start looking for website design tips and a DIY website builder platform to use. Shopify and WordPress are the go-to’s for e-commerce, but if you want a cheaper option then it is worth having a look at what is out there.
1. Optimise Your Site For Search Engines
No matter where you are selling your products, whether it is at fairs, your own shop, or retailers, it is always best to have a well-optimised site for Google. This doesn’t have to be war and peace, but each page of your site needs unique content about that product category. To do this with ease, providers such as Shopify allow you to quickly and easily create a website with visual help.
You can also optimise your site quickly with designated space for SEO implementation. An example of this is if you were selling antique jewellery, you would optimise a page for vintage engagement rings If you are selling products, you are also going to need to purchase an SSL certificate for security.
2. Use Pinterest to Advertise Your Jewellery
Pinterest has been around for a while now, but recently it has become increasingly popular with businesses trying to advertise their products, so why aren’t you? Pinterest users usually know what they are looking for with specific terms like your search engine optimisation or at least broad terms to get a larger audience.
So, for example, if you were selling pieces from the Art Deco era, then you would optimise your product name for an art deco jeweller. Pinterest is a visual platform so if you don’t have any good images of your products, then take a photoshoot so you have some live shots. If you wanted to edit with graphics, then Canva is a great tool for this.
3. Create A Brand Story
Some of the best-selling designer brands are so popular for one reason, heritage, and the story behind their brand. Look at the likes of Gucci, Versace, and Louis Vuitton for inspiration. Obviously, you don’t have the experience or the heritage to grasp customers like these, but it doesn’t mean that you can’t have your own story.
If you are wanting to create an impact with your story, it needs to be brand-led, meaning you need to determine s story of why people need these items. Whether it be for style, sustainability or timeless fashion, there are many ways you can go around this, just ensure that the story resonates with you as it will become increasingly difficult to align your beliefs with the business which your customers will be able to tell.
4. List & Advertise On Etsy
There is a huge trend with homemade items in recent years and this isn’t looking like it is going away any time soon. Most people when looking for these items are looking at the online shop Etsy as this is one of the top platforms to be on, especially if you are hand-making your jewellery. The best thing about Etsy is that it is super easy to set up and you could be selling your products in no time.
Simply sign up, create your Etsy store, add your items and pricing, and optimise your product names to be found easier. Etsy isn’t free though, but costs are minimal for what you get. You must pay for the item being listed and then when it is sold, but this platform acts as a marketing platform and a shopping platform all in one which ensures that you have everything in one place.
5. Increase Your Reviews Online
If you have a product that people keep buying, well that means they like it surprisingly, so why not shout it from the roof? Positive customer reviews can influence a potential buyer’s decision and can affect businesses of all sizes. Whether this is a huge corporation, a franchise, or a small local business. When people search for London jewellery stores, they will first be shown some ads, followed closely by organic search results. If your company has great reviews and you respond to them, this will help you get higher on the search results.
With these expert tips, you should be on your way to a better-known and established jewellery business online and offline in no time.
- Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Business Blogs in the United Kingdom | Fascinated to Write Blogs in News & Education | I have completed a journalism summer course at the London School of Journalism and manage various blogs.
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