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Last Updated September 19, 2025
Jewelry ecommerce is slated to pass the $100 billion mark in just a few years. Learn the jewelry marketing strategies that can ensure you get a piece of the sparkly pie.
The global online jewelry market is valued at over $57 billion and is forecasted to reach a value of around $117 billion by 2027.
With such a steep growth trajectory, jewelry ecommerce has plenty of potential for creative entrepreneurs.
“Jewelry is a ‘want,’ not a need,’ so your brand, UVP, and marketing have to stand out,” says Alissa DeGeorge, a lead strategist here at HawkSEM. “And you have to understand your audience to the core.”
Considering launching your own jewelry line or growing your existing brand online?
Whether you’re looking to increase brand awareness, build trust, boost your jewelry sales figures, or all the above, we’ll cover everything you need to get started.
Below, DeGeorge helps us highlight ecommerce platforms and marketing strategies, along with trends and challenges online jewelry retailers should know.
11 jewelry ecommerce marketing strategy ideas
Which channels should your jewelry ecommerce strategy include? What tactics should you prioritize?
Use these ideas to develop an ecommerce marketing plan for your jewelry brand.
- Search engine optimization (SEO)
- Social media marketing
- Email marketing
- Influencer marketing
- Customer testimonials
- Product giveaways
- Jewelry quizzes
- Customer loyalty programs
- Paid search ads
- Shopping ads
- Social ads
1. Search engine optimization (SEO)
Optimizing your website for search helps customers find your jewelry more easily. Conduct keyword research to find relevant search terms that potential customers use to find products like yours.
Then incorporate those keywords into product descriptions, blog posts, and other locations across your website. Use SEO with content marketing to rank for target keywords related to your business.
2. Social media marketing
Marketing your business with social media platforms like Instagram, Facebook, and Pinterest can attract an organic following and build a community of happy customers.
Here are a few ideas to inspire you.
Pretty Perfect Style uses Instagram reels to share interviews with the jewelry designer and create a connection with followers.
By Hand and By Heart uses Instagram’s reminder feature to announce upcoming product drops and generate excitement.
Olive and Piper shares customer stories on the brand’s Instagram highlights as a way to share social proof.
“For our ecommerce business, social media has been the most successful marketing channel,” shares Sergey Taver, marketing manager at Precision Watches.
“We’ve seen a significant increase in engagement and conversions through platforms like Instagram and Facebook, particularly when we use high-quality images and storytelling.”
One marketing campaign involved a series of posts highlighting the craftsmanship behind the brand’s watches, which resulted in a 25% increase in traffic and a 15% increase in sales over a month, he adds.
3. Email marketing
Email marketing connects you with customers directly. It’s a smart channel for ecommerce businesses since email has an average return on investment of around $42.
Offer new subscribers an incentive to build an email list. For example, Elaine B Jewelry ran a deal where they gave customers $50 off their first order just for signing up for its email list.
4. Influencer marketing
Influencer marketing gives you the chance to reach customers outside of your current target audience.
When you partner with influencers, they introduce your brand to their followers — who may become your customers, too.
Above, Uncommon James partners with Instagram influencer Danielle Esther for authentic-looking content posted on the brand’s social media profile.
Below, Melinda Maria Jewelry’s Instagram post features actress Eva Longoria as a celebrity endorsement.
5. Customer testimonials
When you feature reviews and testimonials on your website or social media channels, you let customers speak for your brand.
A testimonial like the Instagram post below by Yellow Nest Goods offers social proof, which can convert new customers.
6. Product giveaways
Product giveaways encourage potential customers to follow your brand on social media for a chance to win a jewelry item.
Events like this Instagram giveaway by Minted Mire can generate significant buzz for an ecommerce jewelry brand.
Pro tip: DeGeorge says it’s also key to nail down your UVP, or unique value proposition. Ask yourself, “Is it clear to customers why they would buy your jewelry instead of a competitor? If not, maybe your UVPs aren’t clear,” she explains. Try identifying three differentiators, then turn them into campaign pillars.
7. Jewelry quizzes
When you post about your products, one creative way you can keep someone’s attention is to include a link to a product recommendation quiz so they can find the best variant of that product (or collection of products) for them based on their answers.
It gives you access to customer contact information and drives discovery at the same time. You can then use this data to send these customers personalized messaging.
8. Customer loyalty programs
Loyalty programs incentivize repeat purchases, which can improve sales and create a community of happy customers.
Below, Judith Bright offers a program that rewards loyal customers for purchases, reviews, and social media posts. Shoppers can redeem rewards for discounts on future purchases.
9. Paid search ads
You don’t have to rely solely on organic marketing to promote your business. You can reach a wider audience and drive more sales when you choose the right ecommerce ad platform.
Google Ads is one option for online jewelry businesses. Sponsored search results, like the Purpose Jewelry ad below, can appear when customers search for terms relevant to your business.
10. Shopping ads
Google Shopping ads also appear in search results, but close to the top of the page. Shopping ads like the examples below are optimized for clicks and sales.
Along with product images, they display information like the product name, brand name, product price, and ratings or shipping details.
11. Social ads
Sponsored social posts can run on Facebook, Instagram, Pinterest, or any other social media platform.
To drive results, follow the lead of the Love Stylize Instagram ad below, and mention a time-sensitive discount code in the ad copy.
“Our most successful marketing channel has been a combination of Google Shopping campaigns and social media advertising, particularly on Facebook and Instagram,” shares Joosep Seitam, co-founder of Icecartel.
“We’ve seen a significant increase in engagement and conversion rates, with our latest campaign yielding a 30% increase in click-through rates and a 25% boost in sales compared to the previous quarter.”
Jewelry ecommerce websites: 5 examples
Looking for inspiration for your marketing efforts? Check out some of the best ecommerce jewelry sites to get ideas for your online store.
1. Satomi Kawakita
Satoma Kawakita specializes in fine jewelry, including wedding rings and one-of-a-kind gifts.
On the designer’s website, customers can shop these two collections, browse the gift guide, or book services at the brick-and-mortar store.
2. Hello Adorn
Hello Adorn designs handmade jewelry at affordable prices. Some of the designer’s items belong to small collections or limited drops, which creates a sense of urgency or a fear of missing out (FOMO).
3. Oak and Luna
Oak and Luna specializes in custom jewelry that customers can easily personalize for themselves or as gifts.
Each jewelry product page includes options like precious metal types, gemstone upgrades, chain lengths, and custom initials.
4. Kenda Kist
Kenda Kist makes hand-forged jewelry with gemstones and precious metals.
In terms of smart (and effective) website design, customers can tap to shop items featured in product images, which also provide styling suggestions.
5. J. Mills Studio
- Mills Studio produces modern handmade jewelry that customers can purchase online or at the designer’s studio.
The website features customer reviews that serve as social proof and a sales driver.
What’s the best ecommerce platform for jewelry?
You need the right website platform to build a successful jewelry brand.
These website builders offer the best inventory management for sellers and online shopping UX (user experiences) for customers.
1. Shopify
Shopify is the ecommerce website builder of choice for millions of merchants around the world.
It has an affordable basic tier for new sellers, Shopify Plus for digital brands seeking to scale, and an Enterprise solution for large businesses with a global footprint.
One of the biggest perks of using Shopify is its wide range of integrations. For example, it syncs with Facebook and Instagram so you can set up a social media shop or run ads for more visibility.
2. BigCommerce
BigCommerce is another popular ecommerce website builder that’s ideal for small businesses and enterprise companies.
Its Essentials package lets you build a responsive site with search engine optimization (SEO), and its enterprise-level solution offers the flexibility and speed large businesses need to scale.
Like Shopify, BigCommerce integrates with many sales and advertising platforms. For example, it syncs with Amazon so you can sell on both platforms simultaneously.
3. Adobe Commerce
Adobe Commerce, formerly Magento, is an ecommerce platform that lets you create online stores for multiple brands.
Its AI and personalization technology are great for creating custom experiences for shoppers and efficient promotions for sellers.
Adobe Commerce is part of the Adobe ecosystem. That means Adobe Commerce users can leverage tools like Adobe Analytics for website analytics and Adobe Journey Optimizer for custom user journeys.
4. Squarespace
Squarespace is a smart solution if you’re looking for a simpler solution that’s easy for a first-time online business owner to set up.
You can choose from one of the platform’s premade design templates, input your jewelry pieces, and start selling with minimal setup.
Use Squarespace’s built-in tools to market your ecommerce business. For example, the platform offers advanced optimization tools to improve visibility and email marketing tools to build your list.
5. Etsy
The ecommerce platforms above give you complete control over your inventory and how you run your business.
The downside is that customers won’t find your website if you don’t market your business using some of the strategies below.
In contrast, Etsy has a built-in discovery engine. Customers can find your listed jewelry through the platform’s search tools or on-site ads.
That said, Etsy has potential downsides — it charges fees for listing items and other essential sales activities in its online marketplace.
6. Amazon
Like Etsy, Amazon is an online marketplace. Amazon customers place more than 12 million orders per day on average, making this one of the largest marketplaces of its kind.
With Amazon PPC ads, you can reach customers actively searching for the jewelry you sell.
One potential downside of selling via this platform is the fees, as Amazon charges either per item or per month.
However, one major perk is that you can sell on Amazon without a website, which saves you time and hassle. You also have the option to set up your website and sync the inventory with your Amazon store.
Pro tip: “Invest in outstanding visuals and creative,” says DeGeorge. “High quality photography, video, AR try-on, and lifestyle imagery.” She adds that it’s wise to plan marketing and creative in advance, such as annual or biannual photoshoots, content calendars, and sales, but to leave room for trend-based pivots as well.
Jewelry ecommerce marketing vs. other types of ecommerce marketing
DeGeorge explains a few ways jewelry marketing needs to be approached differently from typical run-of-the-mill strategies:
- Timeliness – Purchases are often emotional and tied to holidays, milestones, or self-expression (engagements, anniversaries, gifts). Your marketing must tell a story, evoke emotion, and connect with sentiment.
- Longer sales cycle – Jewelry sales cycles are often longer than most ecommerce spaces because quality jewelry is a luxury item. Buyers take time exploring their options.
- Personalized lead nurturing – This is especially important to keep prospects engaged during that cycle.
- Branding is critical – it shapes marketing strategy and media planning, as well as distribution decisions.
Further reading: We helped fine jewelry, art, and homewares brand ESQUELETO boost organic revenue by more than 43% — find out how in our case study.
Common challenges for jewelry ecommerce business owners
As lucrative as this industry can be, selling jewelry online comes with its fair share of challenges. Prepare for these potential issues to avoid slowing your growth.
- Fluctuating commodity prices
- Evolving customer preferences
- Competition with physical stores
- Attribution and user journey tracking
Fluctuating commodity prices
You can’t always expect consistent costs when you use precious metals and gemstones in jewelry designs. For example, the cost of gold has fluctuated wildly over the past few years.
So, how can you set appropriate prices and avoid losing money? As a jeweler, you always have the option to set adjustable prices.
If you prefer to set consistent prices, consider establishing a partnership with a gemstone or precious metal supplier.
This way, you get more control over your costs and can worry less about supply chain disruptions.
Evolving customer preferences
You must innovate constantly to succeed in the jewelry industry. Last year’s designs may become less desirable over time. Plus, developing new collections and designs can keep customers coming back.
As a result, you constantly have to think one step ahead. As soon as you launch your current collection, take steps to start brainstorming the next collection to stay relevant and keep up the momentum.
Competition with physical stores
When you launch a jewelry ecommerce business, your competition includes both other online jewelry sellers and physical stores. So, how do you compete with brick-and-mortar jewelry stores?
Here are a couple of marketing ideas:
- Make it easy for customers to shop on your website or social channels. Remove any friction from the checkout experience so customers can easily act on purchase decisions.
- Offer discounts or special incentives for shopping online. Discount codes and loyalty programs can be particularly helpful for ecommerce businesses.
- Feature your founder(s). Consumers like seeing the face of the brand.
- Manage reputation proactively. Respond to reviews, monitor brand mentions.
- Take advantage of in-person events when you can. Think: jewelry and fashion tradeshows, local markets, and pop-ups. This can be especially beneficial for newer brands.
Remember, ecommerce stores have several advantages over physical shops. For example, online businesses tend to be more cost-effective since there’s no need to rent retail space. As a result, you may be able to charge lower prices.
In addition, online jewelry stores that ship nationwide can market to a larger potential customer base.
Once you zero in on your target market, you can reach them via SEO, social media, digital advertising, and other channels.
Attribution and user journey tracking
You have the potential to reach a wider audience when you promote your business across multiple channels. Yet it’s challenging to track the results and attribute them to the correct channel.
That’s why we recommend working with an expert who’s experienced with ecommerce SEO, organic and paid social media, and ecommerce conversion rate optimization.
When you partner with an ecommerce marketing agency, you’ll get access to the team, tools, and strategies you need to succeed.
At HawkSEM, we believe that tracking is a critical part of any ecommerce campaign. We use our own proprietary tool, ConversionIQ (CIQ), to track each step of the buyer’s journey across channels.
That way, we can identify what’s working — and we can apply these insights to improve results and the customer experience across channels.
So, how effective can omnichannel analytics and managed ecommerce marketing be?
By using HawkSEM’s PPC services for ecommerce companies, 686 increased search engine marketing revenue by 562% year over year.
How to leverage jewelry ecommerce trends
When you’re open to new technology, you can jump on trends before other ecommerce jewelry stores do. This way, you can continue to set your brand apart from the competition and grow your business.
Jewelry subscriptions
Want to give customers an added incentive to make another purchase? Rather than selling them a single piece of jewelry, invite them to purchase a subscription.
Jewelry subscriptions can last for a quarter, a year, or another time period. Each month, send subscribers a jewelry piece they can’t purchase individually on your website.
Social shopping
When you market jewelry designs on platforms like Facebook and Instagram, you give customers an easy way to purchase.
These platforms have social shopping features that allow customers to browse and buy without clicking away.
Above, customers can view jewelry by Christina Kober by tapping the “Shop” button on the jeweler’s Instagram profile. Customers can then browse and customize items and tap to buy.
Augmented reality (AR) tools
Great product photos help potential customers envision how your designs would look on them. But you don’t have to leave it up to their imagination.
Many jewelers use AR as an effective marketing tool that allows customers to try on designs virtually rather than only in-store. By adding a virtual experience to your website, you can help customers see how your necklaces, earrings, and other designs would look with specific outfits.
“AR has been a game-changer for us, especially in providing a try-before-you-buy experience. Our integration of AR technology has led to a 200% growth in ecommerce sales,” explains Seitam.
“It has also significantly reduced return rates, as customers can visualize how the jewelry looks on them before making a purchase.”
The takeaway
You need more than unique designs and a novel concept to build a successful business. You also need a marketing strategy that attracts new customers and encourages repeat purchases.
DeGeorge’s last piece of advice: “Invest in ecommerce SEO experts — they know how to optimize PDPs, PLPs, and target profitable keywords,” she says.
“Invest in creative social media strategists who are well-versed in both paid and organic social, as well as data-based marketers. The blend of both is when marketing thrives.”
We’re here to help. Contact HawkSEM for a free consultation and learn how a tailored digital marketing strategy can elevate your jewelry ecommerce business.
This article has been updated and was originally published in April 2024.