How Big Jewellery Brands Do Marketing & You Can Too
You can do more than just be a jeweller down the street. Just consider this. Because now you are not only competing with local jewellery shops.
You are competing with names like Tanishq, Malabar Gold and Diamonds or Joyalukkas. Essentially every other PAN India brand.
Because look at what people are typing on Google to search for jewellery shops.
And see who appears in search results!
But there is more to it. Perhaps the market that is searching this cannot pay their making prices or perhaps they want better designs.
And that is when better jewellery marketing will assist you.
Let’s learn some strategies that will assist you to reach more customers.
1. Clear-cut Brand Positioning and Consistent Branding
Branding is sort of a extremely important part of marketing. And that’s step number one that you need to pay attention to before you actually begin marketing your jewellery business.
So answer these simple questions and check if your branding is sorted.
Do you specialize in bridal jewellery or minimal designs or a mix?
What do you want people to think of when they hear your brand name? Are they dreaming of high-end, heirloom-quality pieces or pieces to wear every day?
Once you have that nailed down, mold the rest of your brand—your logo, packaging, social media and store layout should all align with this identity.
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You can look at a brand named Giva to learn how to differentiate yourself through consistent branding and subtly different positioning.
Giva is a fairly new entrant in the jewellery market. They’ve made their presence felt by establishing themselves as a brand to turn to for minimalist jewellery or jewellery for everyday sophistication.
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If you look at their Instagram page you will notice that it’s full of youngsters. So they also appeal to a niche segment which is a learning for your brand.
This identity clarity is important. If your brand oozes luxury like Tanishq or sleek minimalism like Giva, claiming your space in the marketplace is the foundation for successful marketing.
2. Show What You Got on Social Media
You apply every brand you can remember and go and look at their social media account. You will notice how they feature their collections.
Their style of presentation varies of course. Some create campaigns, some post only close-ups and others leverage reels.
It all depends on what you wish to highlight and what your social media plan is overall. You can work with a digital marketing company for a jewelry business to decide what strategy suits you best.
But this is how various brands do it.
And another thing you will find here is that there’s a trend in the way their feed appears. Tanishq for instance employs close-up shorts and sticks to one color scheme for the whole collection.
Malabar gold and diamond, however, employs less text with the images. This is of course possible through the assistance of a branding agency.
Tanishq’s Instagram Feed
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Malabar Gold & Diamond’s Instagram Feed
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BlueStone Jewellery Instagram Feed
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3. Jewellery Marketing But With a Story
They don’t purchase jewellery—people purchase what it signifies. A lovely diamond ring is not merely jewellery; it is a representation of love, dedication and memories. Or it could be a testament of triumph for a woman to purchase her very first diamond ring.
So consider what story you wish to narrate, the way you would like to convey it and present it beautifully.
Read the caption on this post and you will understand what we are talking about.
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Now consider what narrative your jewellery conveys. Maybe your family enterprise has been making jewellery for decades, inheriting skills from generation to generation.
Or perhaps you create distinctive pieces based on a particular era or nature. It’s just an example.
Or there’s occasion-based jewellery such as wedding jewellery or a diamond ring as a gift or something.
Share these stories and loudmouth while sharing those stories (social media campaigns or advertisements).
You can also include customer testimonials. Request clients to send pictures of themselves wearing your jewelry and tell their stories on your social media platforms. This not only creates trust but also gives new customers ideas on how to style your pieces.
4. Beyond Jewellery on Social Media
Social media can be an amazing way to get new customers to your store. But it is possible only if you are someone relatable to others.
The examples that we demonstrated to you are very strong brands. They have an enormous marketing budget to target new customers.
But if you are looking to do it at a budgeted rate, mind the approach in getting people after you or liking your post or comment or just eagerly waiting for your content.
Just so you can use this as an example, Above is the Instagram feed of Dia Hart – They sell lab-grown diamonds.
As we need to address a youthful crowd, we are employing messages that are apt to them.
You can promote your brand quite easily with this kind of content through a digital marketing agency.
Conclusion
There is no rulebook for jewellery marketing. You can do more than what is considered the norm while promoting a jewellery brand. But observing what is happening in the industry will enable you to limit your strategy.
Great brands such as Tanishq and Malabar Gold & Diamonds may rule the arena, but given simple branding, repetitive storytelling and good social media strategy, your jewellery enterprise can sparkle just as intensely.
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It all boils down to establishing your brand identity, involving your audience through content and creating authentic connections. And don’t forget, even on a tight budget, creativity and relatability can get you far.
If you don’t feel like creating a team and planning a strategy by yourself, Reach out to us at sales@bloomagency.in. This way you can save research time and time for execution etc and can keep your daily routine work intact.
Frequently Asked Questions
Q. How to do marketing for jewellery?
Begin with bold branding that states your look, be it luxurious or minimalist. Leverage social media to promote your collections, tell stories and work with influencers.
Q. What are jewellery marketing trends?
Social media is enormous! Brands are posting reels, conducting campaigns and sharing stories to engage buyers. Minimalistic pieces and influencer collaborations are popular.
Q. How to drive customers to jewellery shop?
Promote your jewellery during festivities such as Dhanteras, Akshay Tritya etc. You can promote it through social media and billboard advertising based on your budget.
Q. How do I boost sales in my jewellery business?
Highlight your collection on social media and allow people to find you organically. Also, hire a social media marketing agency to execute campaigns, conduct concept shoots and share relatable content to attract clients.
Q How can I increase footfalls in my jewellery store?
Design promotions that will get customers to your store. For instance — complimentary silver coin on buying gold jewellery. You can place social media advertisements for this offer so that it reaches a greater audience and they visit your store.
Rahul M.
B2B Service Provider