Digital marketing revitalises global jewellery industry


The worldwide jewellery industry is one that consistently proves to be invaluable. Around the world, people covet their treasured pieces. From pearls and platinum, to diamonds and white gold, and everything in between, jewellery is always among our most prized possessions. While many of the pieces of jewellery we own are timeless in their cut and design, the marketing strategies used to sell them to consumers inevitably change as the world itself – and the consumers, for that matter – evolves. Let’s consider how we live today, for example. The modern world is increasingly digital. Everywhere we look, it seems like digitalisation and technology abound. So, it makes sense that marketing tactics have had to shift as well. When it became obvious that the modern consumer was spending more time investing their time and energy into their digital reality (think social media, general device use, and entertainment, for example), the marketing strategies that once worked wonders no longer did their jobs as well. Evolution was not only considerable, but fundamentally crucial.

Today, digital marketing is the heart of business success and longevity – especially the jewellery industry. And the core of digital marketing lies in its direct correlation to virtual aesthetics. Digital marketing goes through changes in pace, just like any other form of marketing. In the case of the jewellery industry, digital marketing takes the form of storytelling and social media prevalence. Everyone knows that social media is the digital equivalent of a storefront window. And jewellery brands are using those digital storefront windows, and other digital marketing strategies like content marketing, to tell a story that consumers want to be a part of. Take Tiffany & Co, for instance. This luxury brand holds its own in any setting, and the company has begun using social media marketing and celebrity marketing to paint a picture that consumers want to create for themselves. The classic diamond solitaire tells the story of endless, boundless love. The deep blue sapphire conjures ideals of the timeless love of Jack and Rose in the Titanic. And on and on it goes.

And then there is digital marketing meeting consumer expectations and values. Consider the view and values of consumers today. More than ever, the modern consumer is especially concerned with the ethics in the sourcing, tracking, and obtaining of their possessions. Because of the heightened awareness that consumers have of the sourcing issues of precious minerals and metals, they are taking it upon themselves to be part of the solution, and not a supporting pillar of the problem. Because of this, we are seeing marketing efforts that impress on the ethical sourcing and traceability of jewellery brands’ pieces. Again, Tiffany & Co is a great example of this. Last month the luxury jewellery empire heavily advertised and marketed their new sustainable sourcing initiative, where they were beginning the process of making the location of the sourcing of their diamonds transparent to customers in real-time. This revelation made headlines around the world, and the company is still enjoying the rewards of clever marketing and realigning business models in changing times.

When it comes to jewellery, consumers want to have the best of the best – on their own terms. And they are getting it. If nothing else, the certifiable certainty is that consumers rule the jewellery industry, and without them it would crumble to amount to nothing. Therefore, the marketing – and now the digital marketing – efforts that go into bringing consumers through the doors and to the websites and apps are becoming more generationally apt and personalised. When consumers read piece online (content marketing) or see a piece of jewellery when browsing through their social media feeds (social media marketing), they are unknowingly engaging with digital marketing concepts. And what is more is that these digital marketing efforts work seamlessly. Consumers covet their most cherished pieces, and they want to have it all – on their own terms. This is the new norm for the jewellery industry, and it is the revitalisation that the sector has so desperately needed, for so long now.

The world that we live in is decidedly digitally inclined. We are positively immersed in technological advancement and rapidly speeding digitalisation. No industry or modern facet of life is immune to this shifting pace – the jewellery industry included. Thanks to digitalisation and technological prowess, the marketing approaches that the jewellery industry take have changed dramatically. Faced with digital marketing prospects, the jewellery sector is one that has risen to meet modern consumer expectation by embracing social media and the age of virtual aesthetics. People want to look and feel their best, and having the best jewellery on their person is how they do that. This is the age of digital marketing in reigning power, and the jewellery industry – among practically all others – is taking drastic measures to right the ship, realigning with the way that the world – and consumers – is moving.

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