Jewellery Industry Digital Marketing Insights

Jewellery has always been more than just an accessory. It represents love, commitment, status & personal values. Currently, the global jewellery industry is transforming. With a whopping market value of over $350 billion & projected to grow to $482 billion by 2030 (Matter of Form, 2024).

So, there are huge opportunities for growth but also challenges ahead for jewellery brands.

To thrive, businesses must strike a balance between connecting with customers on shared values, embracing innovation & turning trends into long-term strategies that build brand loyalty.

Our whitepaper explores key developments shaping the jewellery industry & actionable digital marketing insights to help you position your business for success.

Today’s customers are making conscious & purposeful choices. They don’t just see jewellery as an accessory, they’re looking for durable, timeless & sustainable pieces that can be passed down through the generations.

Heirloom Jewellery is no longer just a luxury, it’s an investment for the future.

• Extend the Lifespan: Highlight the durability, quality & craftsmanship of your jewellery pieces.
• Share Meaningful Stories: Every piece has a story, so share the inspiration behind the design, the materials used & the dedication of your artisans.
• Adopt Sustainable Practices: Traceable diamonds & revisiting your packaging can help you appeal to a more conscious consumer base.

Sustainability isn’t just an ethical choice, it’s also a business advantage. Brands that position themselves as environmentally aware build deeper, lasting connections with customers.

Don’t look to follow trends, customers are expecting heirloom-style, eco-friendly designs. Focus on this to gain customer loyalty.

The rise in popularity of lab-grown diamonds further indicated the customer shift to more ethical jewellery choices. The Knot reports, 46% of engagement stones in 2023 were lab-grown, up from just 12% in 2019. And Google Search trends shows a significant rise in people searching for lab-grown diamonds in the last 8 years.

Their charm lies in their ethical appeal & affordability compared to mined diamonds.
Queensmith reports that the average spend on engagement rings is not increasing year-on-year due to customers choosing lab grown diamond rings that allow them to choose their dream ring without having to boost their budget.

But there’s a catch. LGDs may avoid traditional diamond’s mining environmental impact, but their energy-intensive manufacturing process (especially coal-powered production in China & India) makes them less eco-friendly than they may seem.

• Educate your buyers. Be transparent about the pros & cons of LGDs.
• Consider alternatives. For example Aether’s diamonds, are made using air-capture technology & renewable energy.
• Commit to ESG. Investing in environmental, Social & Governance initiatives will help you to stand out in the crowded market. In fact, McKinsey & Co. predict that 1 in every 3 fine jewellery purchases could be influenced by ESG factors by the end of this year.

Customers want ethics, efficiency & sustainability. Even if perfection isn’t possible for you, a willingness to evolve & be transparent can still be a game-changer.

The jewellery industry shows promising growth of 4.7% per year, but market expansion is expected to slow to 1–3% annually (McKinsey & Co., 2021). This means you must focus on efficiency, innovation & data-driven decision-making to stay competitive.

Purchasing jewellery is a very tactile experience, so it makes sense for the majority of the sales to be in stores.

But a new generation is emerging that is happier to make their purchases online. It’s been forecast that 18-21% of fine jewellery purchases will be made online by the end of 2025 (McKinsey & Co., 2021). So, to make sure you get a decent chunk of the industry growth, it’s more vital than ever to step-up your digital presence & fast!

Where you decide to make technological investments is a business decision that requires careful consideration & will depend on your unique business & offering.
Here are our key areas to help you start off your research.

• Analytics data tools
  Understanding your business data will give you key insights into your customers. Tracking preferences, behaviours & trends feeds into your product designs, ranges & how to market them.
• AI-Powered Insights
  Using AI tools can help you to predict trends & purchasing patterns which can mean the ability to offer personalised offers & improve customer loyalty.
• Augmented Reality (AR)
  Offer virtual try-ons to help customers visualise pieces online. This is already a success for brands like Cartier and Tiffany & Co.

Jewellery’s emotional value stems from its craftsmanship & authenticity. You can use AI as a tool, but keep human craftsmanship at the forefront of your branding.

Gaining customers is costly, but retaining them is priceless. The most successful jewellery brands are positioned as the trusted “family jeweller”, they’re the go-to for life’s milestones, from engagements to anniversaries & beyond.

• Show you genuinely care.
  Ask about memorable moments, this can be particularly easy to do when customers are shopping for engagement or wedding jewellery. Has there been a proposal? Will there be a celebration? Then remind them you are a trusted source for these memorable jewellery pieces.

• Keep track of key dates in your CRM.
  Send heartfelt & personalised follow-ups. While you may not need to reach out every year, definitely take the chance to connect on their first anniversary, it’s a wonderful opportunity to show you care! Celebrate with them at the 5-year, 10-year mark & beyond.
• Build a community.
  Invite your customers to share stories about their engagement & wedding, showcase the jewellery pieces they chose to make it that little bit more special.

Customers stay loyal to brands that show they care.

We provide digital marketing advice & training to a wide range of businesses, including jewellers. Our advice & training is always bespoke to the individual needs & goals of your business but here are some content marketing strategy tips to get your started.

Get in touch with us if you need some extra guidance.

You can look into your competitor’s position tracking & create a content strategy to establish yourself as a market leader in these spaces.

We’ve identified 3 key areas within the jewellery industry that have high organic & paid search volumes but low keyphrase competitor difficulty.

1. Men’s wedding rings
   It’s common to target female engagement & wedding rings but there’s a growing market for men’s jewellery.
   The BBC reported in 2024 that men’s jewellery sales increased from 7.2% in 2021 to 15% in 2024 & it’s only likely to keep rising.
   Our data shows that search terms like “men’s wedding rings” & “men’s jewellery” have an average search volume of 14,800
2. Platinum Jewellery
   Platinum has been the most popular metal in engagement rings (Queensmith, 2024) because it is so durable. But our research shows even though the top platinum wedding ring jewellery keyphrases have high search volumes of up to 3,000 a month, the competition to rank on search results is low.
3. Bridal Jewellery
   There’s so much competition over engagement & wedding rings instead, look at championing your wider bridal jewellery sets. Bridal earrings, necklaces & bracelets are still part of the big day.
   Keyphrases relating to “bridal jewellery” & “wedding jewellery” have an average of 1,000 – 4,000 monthly organic search volumes but low competition.
   This strategy is also likely to increase your customer lifetime value (CLTV), as you’re starting the customer relationship at such an important life moment, which means you can build on that special bond throughout their life – birthdays, anniversaries, pregnancies & more
   

Ranking for popular market keyphrases is very competitive, so it’s not enough to have a single page to get you to the top of search rankings for that keyphrase.

Instead, create clusters of content that contain relevant links & informational content about a specific keyphrase.

Search engines look for links between pages to get an idea of how much of an authority you are for a specific keyphrase. So, link your information pages & product pages together to improve your relevance.

Remember, this type of content is not just for search engines. Your customers are the most important. Your content hub should help customers at various stages of their journey, helping them to purchase from you.
Jewellery is an expensive item to buy, customers will take their time to research & make a considered purchase. By creating informational content, you will capture their attention early on in their purchasing journey. You’ll become a trustworthy source for their special buy.

You could create the “Ultimate Bridal Jewellery Guide”
Segment the guide by either
product categories – rings, bracelets, earrings & necklaces
Or by style – classic, modern, romantic & contemporary brides.

Include your relevant collections, product pages, jewellery care advice & a gallery of real weddings with testimonials.

Mobile is the top device for search, so it’s important you optimise your site so it’s built to perform best on mobile.

This is a key element that search engines look at, but more than that, it’s a key touch point your customers have with your brand. If they have a bad experience on your mobile site, it’s unlikely they will return to make a purchase.

Mobile is also excellent for location-based search queries like “jewellery shop near me” which has around an average of 10,000 searches a month.

Make sure to keep your ‘Google My Business’ details up-to-date, so if someone is close to your store, then Google will point them your way.

The jewellery industry is on the cusp of significant change. To succeed, you need to strike a delicate balance between innovation, artistry & sustainability. Here’s how you can move forward:

• Prioritise eco-conscious practices to resonate with modern values.
• Build authentic, long-term relationships for lasting loyalty.
• Use digital tools to personalise & optimise your customer experience.
• Use digital marketing to attract customers to your site & build brand awareness.
• Use Content Marketing to help customers feel confident to make a purchase with you & improve keyphrase rankings.

Ultimately, the brands that thrive in 2025 & beyond will be those that evolve with their customers’ needs, offering not just jewellery, but stories, connections & memories that last a lifetime.

Are you ready to take your jewellery business to the next level?
We’re here to guide your digital marketing performance to peak performance. Get in touch to get started.