How To Market Your Custom Jewelry Business Online

If you’re in the jewelry business, you already know that the competition is more fierce than it’s ever been.

It’s no longer enough just to make great pieces. You need to know how to market yourself and your company online if you want to see the sales numbers you’ve always dreamed of.

But where should you start?

In this post, we’ll tell you the basics of jewelry marketing.

From understanding what makes a blog stand out to focusing on the importance of taking high-quality photos, by the end of this post, you’ll be an expert.

Read on to learn how you can grow your home jewelry business into a serious empire that sells in stores across the world.

1. Start a Blog

One of the best ways to understand how to start a jewelry business online that will actually be successful?

Take a look at some of your favorite online jewelers.

For example, head over to a website like

You’ll notice a beautiful and simply designed homepage.

You’ll spot perfectly categorized pieces of jewelry. You’ll even be able to book an appointment to come and view your favorite diamonds in person.

But the most important part of websites like this one?

It has a blog.

First of all, blogging allows you to naturally put keywords into your website content without stuffing your homepage and potentially getting penalized by Google. This helps you to make faster connections with people who are searching for things relating to buying jewelry online — AKA, your target market.

This will ultimately allow you to increase your conversions and shorten your overall sales cycle at the same time.

Additionally, blogging tells Google that you update your website more frequently than your competitors that only blog once a month — or who don’t blog at all. This will boost you in the search engine rankings. This is because Google assumes that your website will have more current and relevant information.

Finally, blogging is the perfect way to increase your brand recognition as well as your authority within the jewelry business as a whole.

When you write blog posts that are helpful, easy to read, and genuinely informative and original, you make it easy to trust your brand and see you as a leader in the jewelry business.

2. Leverage Social Media

Of course, your jewelry business will thrive or fall flat due in large part to how active and engaged you are on social media.

Always make sure that you claim accounts on multiple platforms, and that all of your profiles look consistent on them. Use the same colors, fonts, and profile picture so that you develop a clean branding strategy.

Then, start posting!

Share your blog posts on your social media page, upload pictures of a recent in-store event or sale, and more.

Always take the time to research the most popular hashtags in your target demographic.

For best results, we recommend that you post three times a day. To avoid spamming your followers, try morning, noon, and night and not all at once.

Above all, engage in the comments section and respond to questions and direct messages as quickly as you can.

Remember that, these days, your client base will see your social media presence as an extension of customer service. So, always return messages as you’d return missed calls.

3. Take Professional Photos

Of course, all the best jewelry marketing tactics in the world won’t make a bit of difference if no one is interested in buying your products.

Ask yourself: if you were to look at an online jewelry listing, and you saw blurry photos taken from far away, what would you think about that seller?

You’d probably think that they didn’t care about their products, or worse, that they were trying to hide their poor quality. You certainly won’t want to buy from them.

With so much focus on SEO these days, many people forget about the basics of marketing a home jewelry business on the Internet. Your products need to look good online so that people have a strong sense of what they’re buying.

They need to be able to see the colors, the tone of the settings, and the general size. They need to be able to picture themselves wearing your pieces with what’s already in their closet.

Above all, they need to feel like they know exactly what they’re getting.

In addition to disclosing any scratches or markings, as well as the dimensions of the piece and the stones in it, you need to also include professional photos.

This is the only way that you’re going to be able to stand out from the competition.

You can enroll in a photography course in your area to brush up on your lighting and photography skills yourself.

Or, you may simply want to hire a professional to make sure the job is done right.

4. Get More Online Reviews

If you want to know how to start a jewelry business online, and how to market it in the process, you’ve seen that what people are saying about your company can make all the difference in the world.

Over half of consumers under the age of 50 say that they read online reviews about a company or a product before they decide to do business with them.

But what happens if your jewelry business doesn’t have any reviews from past customers?

Chances are, your buyers are going to migrate over to your well-reviewed competitors. You certainly don’t want that.

So, how can you get more reviews for your business?

Start by claiming your Google My Business page, as well as your listings on other review websites. If you don’t, you should know that your competitors can easily claim them for you!

We’re sure that you don’t want them in charge of your accounts.

Never be afraid to ask your most loyal and valued customers to leave you a review. After all, you’ve made them happy with your amazing pieces and designs. Why shouldn’t they want to share the love?

To sweeten the pot, offer them a percentage off of their next purchase. Or, enter them into a drawing to win a custom-designed piece of their choice.

Always respond calmly to both positive and negative reviews. What you say to past customers online is a part of your reputation management strategy — and it can make you or break you.

5. Think Links

No, we don’t mean the links that hold your favorite pieces together.

Instead, we’re talking about including links to your past blog posts and other static website content into what you’re currently writing about.

This is what’s known as internal linking, and it’s an essential part of jewelry marketing within the digital world.

For example, if you’re writing a post about a new piece of jewelry and the inspiration behind it, you should certainly include a link to the product page in the content.

Don’t stop there.

Also, make sure that you link out to other reputable websites and third party relevant content. This could be from a fashion magazine, a blog post by an expert in estate jewelry, or pretty much anything else.

Just make sure that your links are actually related to the topic at hand.

If they’re not, Google will notice that you’re essentially trying to “game the system.” You could be penalized as a result.

Don’t be afraid to send links out to the websites you love to read and ask them to include a link to your new post in their next piece of content. You can also trade links for links, or simply email a site to let them know you’ve linked to them.

Chances are, they’ll do the same for you before you know it!

Ready to Start Marketing your Jewelry Business?

We hope that this post has helped you to get enthusiastic and understand the basics of marketing your jewelry business online.

Remember that the proper jewelry marketing has many components.

These include starting a blog, connecting with clients and other jewelers on social media, and getting reviewed online.

Above all, keep things consistent with your branding, and make sure you’re giving your customers useful information.

Looking for more advice about how to take your branding and digital marketing strategies to the next level?

We can help you.

Be sure to check out our website and blog for more invaluable advice on how to grow your business and make more sales.

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