Articles & Tutorials

We publish multiple articles each week to teach you the necessary skills to succeed with your digital efforts. All tutorials are written by the jewelry industry’s top digital experts.

Lead Generation vs. Lead Nurturing: Marketing For Jewelers

With online shopping and consumer research for jewelry-related products increasing each year (up 58% from 2018 and 81% respectively) building an online presence is no longer a luxury for jewelers; it is now a must. One of the best ways to stimulate more business online is with lead generation.

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A Dummies Guide to Jewelry Image Sizing Terminology

If you’re a jeweler who doesn’t have extensive experience in photography and photo editing, jewelry image sizing is probably one of the most confusing things you may encounter during and after your photoshoot. Hence, in this post, we’re going to explain the basics of image sizing so you can finally say adieu to blurry jewelry images.

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Understanding ECommerce Data #7: Revenue By Traffic Source

In part 7 of our Understanding Jewelry Ecommerce Data series, we'll learn why looking at Revenue By Traffic Source is so important and learn how to track it.

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A 2020 Social Media Vision

It has been a whopping year of social media change. As we head into the new decade, we ponder on where social media left us and to what it is that we’re signing ourselves into in the new year. Following current trends, these are the expected social media trends in 2020.

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3 Rules Of Starting Successful Online Advertising

Advertising success starts at the source. At a minimum, successful advertisers need to do three things in order to achieve success with any of their online marketing efforts. Here they are.

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Understanding The ‘Buyer’s Journey’ to Boost Jewelry Store Sales

What is the Buyer’s Journey? Simply put, it is the journey or buying process that consumers go through to become aware of, evaluate, and purchase a new product or service, and it consists of three stages that make up the inbound marketing framework: awareness, consideration, and decision.

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How Text Messaging Can Modernize Customer Interactions

The way consumers search for and select a jeweler is vastly different today than in decades past. Twenty years ago, the selection process moved more slowly. To find a business, customers had to look it up in a phone book or rely on recommendations from family and friends. Today, however, more than 56% of consumers do their research through search engines online—and usually from a mobile device.

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GemFind’s Click Data Shows Vital Marketing Insights

GemFind just released some great data to help jewelers market their stores and websites better.

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Understanding ECommerce Data #6: Social Media Conversion Rate

In part 6 of our Understanding Jewelry Ecommerce Data series, we'll learn how to measure your Social Media Conversion Rate.

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How to Leverage Social Proof in Your Jewelry Marketing Efforts

If you've been struggling to get the results you want from your paid advertising efforts, you may want to try an entirely new form of advertising: social proof. Ron Kaufman, an expert on customer service, once said, “Delighted customers are the only advertisement everyone believes.”

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20 Straight-Talking Suggestions to Improve Your Jewelry Store Today

With low entry barriers, left and right innovations, and fast-changing consumer habits, the need for dexterous hand, inventive mind, and digital competence is high. Today, consumers value options. The increase in weekly in-store shoppers to 44% this year (2018) from 40% in 2015 explains the consumers’ intensifying desire for social and sensory experience.

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How to Write an Effective “About” Page for Your Jewelry Ecommerce Website

Writing an informative, interesting, and relevant “About” page for a jewelry ecommerce website is daunting for many jewelry business owners. It can feel like the equivalent of crafting an online dating profile or building a resume from scratch. How should you begin? How could you possibly use language to capture everything that makes your jewelry brand unique?

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Mobile Jewelry Website Best Practices for the Holidays

As families are gearing up to enjoy their holidays together, businesses are scrambling to make the most out of the ever-important 4th quarter of the sales cycle. With thousands of companies implementing new strategies, one extremely important one is their mobile website.

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eCommerce Marketing Strategies for 2020: How to Get Ahead of the Game

Effective eCommerce marketing tactics and methodologies have changed dramatically in the past five years, and the evolution shows no signs of letting up any time soon. As 2020 rapidly approaches, eCommerce marketing trends and strategies that will likely dominate the year’s proceedings are beginning to come into focus.

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Landing Pages are an Essential Strategy for Retail Jewelers to Build Sales

Every Ad Campaign should bring visitors to a specific page on a website carefully designed to maximize sales. When a visitor clicks on an ad campaign it should take them to a page designed to encourage a jewelry purchase.

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Top Tips for Designing a Convenient Jewelry Website Experience

How do you design a convenient jewelry website experience and when do you know when it’s time to separate from the herd? Starting your own jewelry website or an online jewelry store is absolutely rewarding.

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Understanding ECommerce Data #5: Email Conversion Rate

Did you know that email converts 175% more conversions than social media? In part 5 of the series, we'll learn about Email Conversion Rate.

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“Anyone Can Make A Website” – But It’s Your Risk.

It may seem like anyone can just throw a website together, but there are risks for not working with a professional on your website. Here's a cautionary tale about an experience with a past client who decided to try it on their own.

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First Impressions are Everything, Photographically Speaking

You only get one chance… to excite someone, engage them, entice them to want to see more. So why would you squander that chance? Why would you try to save a few bucks on inferior photography, when that might be the only chance you get to capture someone's attention?

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Social Ads: Choosing Between Paying By Clicks Or Impression

Anyone running social media ads will have to decide whether they’ll be paying by “click” or by “impression”. It’s a big decision and this simple choice will often decide how successful your campaigns are.

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Maximizing In-Store Holiday Shopping Experiences

Retail has become increasingly focused on creating experiences rather than just facilitating transactions. During the holidays, this experiential retail strategy becomes even more important. According to Forbes, 74% of Americans prefer to spend money on experiences over products.

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Understanding ECommerce Data #4: Cart Abandonment Rate

Cart abandonment rate is often as high as 82%, which is a major issue for jewelry ecommerce brands and jewelry stores. Discovering whether cart abandonment is a problem for your site is a major step to improving your sales.

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From Blah to Ta-da! How to Leave a Lasting Impression on Jewelry Buyers

Impressions, we are told, are critical not only in jewelry retail but in the retail industry, as a whole. Yet, most of the discussions are left centered on the impact of first impressions. Here are 5 delightful ways to leave a lasting ompression on your jewelry buyers.

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Which Website Design Platform is Right For Jewelers?

Oftentimes, jewelers will ask us to create a new website without knowing what website design platform to choose. However, the answer to this question truly depends on a number of factors unique to each jeweler and their own specific needs.

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Prepare for the Holiday Season: Cultivate your Best Clients

A client of mine recently bought a beautiful antique sapphire ring that she had recut at the lapidary. The GIA appraisal of the updated ring was $86,000. The sale of this one ring would ensure my client an excellent holiday season! But to guarantee this success, she needed to cultivate the clients that she thought would be interested in this ring.

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Understanding ECommerce Data #3: Average Order Value

How are you going to get your customers to spend more tomorrow if you don’t know what they are spending today? Average Order Value is a very important metric to track over time.

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7 Amazon PPC Strategies for Holiday Sales

Q4 can be a wild and hectic time for any retail business, and with competition fiercer than ever in the eCommerce sphere, online retailers are looking to leverage any advantage to get their messages out. Amazon captures a staggering market share of online holiday shoppers, so competing on their platform is crucial for most businesses—but how can yours gain the competitive edge?

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GemFind Announces New DiamondLink ECommerce Tool

Jewelers are now able to sell diamonds directly online from curated vendors through GemFind's new tool.

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3 Tips to Innovate in the Jewelry Market

Innovation is the key word for anyone who wants to stand out in the jewelry market. Here are three ways you can innovate your brand and products online.

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How Vertical Video Is Changing Visual Storytelling In Marketing

It's easy to cringe at first glance upon seeing a video shot in a vertical perspective. After all, we've viewed videos our whole lives in the standard horizontal, 16:9 aspect ratio. However, vertical is starting to become the new default.

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Understanding ECommerce Data #2: Sales Conversion Rate

My article last week was the first in this series of learning how to read and understand e-commerce data for jewelers. Today I’m going to cover another very important stat for jewelry marketers to understand: Sales Conversion Rate.

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5 Steps to Boost the Google Map Ranking of Your Jewelry Store For More Customers

When it comes to improving their website’s ranking on Google searches, most jewelers focus solely on the main search results pages. However, if your goal is to gain more awareness in your local market and bring more customers into your jewelry store, you’ll want to focus some of your search engine optimization (SEO) efforts on Google Maps as well.

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How to Increase Conversions by Building Better Product Pages

Product pages are where customers usually decide if they will purchase an item or abandon a site. Therefore, stellar product listings are essential for increasing conversions.

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Understanding ECommerce Data #1: Customer Lifetime Value

If you're involved in your company's marketing, you probably hear about using "data" properly. What does this mean? We'll start with Customer Lifetime Value.

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What Calls-to-Action Should Jewelers Use to Get More Customers?

One of the main problems we see when evaluating a jeweler’s website is their lack (or misuse) of a solid set of calls-to-action.

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How to Design a Frictionless Jewelry Shopping Experience

If you think you’re already offering ‘comfort and convenience’, don’t rest on your laurels. In fact, the proliferation of advanced technology in retail has only made customers demand more and more in terms of quality of experience.

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JewelryEcomm Click Report: Engagement Ring Clicks Lead, But Lose Ground Between June and July

JewelryEcomm.com's exclusive monthly report detailing what consumers are clicking in their efforts to find fine jewelry and diamonds online. See what consumers are searching for in June and July.

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Improve Your Online Ads With Cleaner Graphics

Of all the ways to improve the visibility and clickthrough rates of your online ads, few things will make as big an impact as designing a clean, simple, easy to read ad.

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Facebook Pixel Events: Crash Course For Jewelers

Most jewelers are likely using the basic Facebook pixel to assist in their Facebook ad conversions and tracking. However, using Facebook pixel events will take it one step further and open up new targeting options.

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6 Essential Tips for Managing Your Jewelry Inventory

Efficient and effective inventory management is critical to your business because it helps you minimize the holding costs by knowing when to replenish them and when to buy materials to manufacture them.

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4 Facebook Page Tools Jewelers Should Be Taking Advantage Of

The list of features and tools Facebook has can seem so endless that you may not be taking full advantage of them. Utilizing the tools listed below can elevate your digital marketing to new levels, giving you a priceless advantage over competitors.

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Why Jewelers Should Opt for an Inbound Website Redesign

The days of having a static, brochure-like website are over. Your website needs to be interactive and specifically designed to attract interested buyers and then funnel them through a sales process. Learn how here.

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Why Jewelers Should Be Excited About the GemLightbox Integration with RapNet

Both stakeholders will benefit from this integration in a multitude of ways. The fact that the quality of product photos is influential to 75% of online shoppers means that it can dramatically increase your target buyers’ purchase intention.

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How Jewelers Can Maximize The Business Impact Of Their Blog Posts

Blog posts can be real tools that impact a jeweler's foot traffic, website traffic, social media engagement, search engine visibility, brand authority, and online marketing capabilities. Here are some things to think about when producing your blog posts.

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Tumblr Being Sold To WordPress

Verizon is selling the outdated Tumblr blogging site to Automattic Inc, owners of Wordpress. Could something big be coming to the Wordpress platform in the future?

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New JewelryEcomm Report: 52% of Consumers Click  for Engagement Rings

JewelryEcomm.com has a new, exclusive monthly report detailing what consumers are clicking in their efforts to find fine jewelry and diamonds online. The report is based on clicks recorded from some 300 jewelry store web sites nationwide. This initial monthly report covers the month of June 2019.

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Why Blogging Is Still Vital For A Jeweler’s Overall Business Success

There are still many businesses who don’t understand the power of a good blog post. Great content - articles, videos, and more - will ALWAYS get higher click through rates than an ad.

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In-Store Tactics To Increase Social Media Followers

We typically think of using social media as a way to increase the success of our store. However, we can also use our in-store experiences to drive social media engagement. After all, a customer who just had a great experience in your store would be a perfect person to get following your page.

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Clientbook Adds Key Jewelry Player To Its Leadership Team

Ryan Blumenthal of Corinne Jewelers will be joining Clientbook as a strategic advisor to help retailers gain visibility and control over the customer experience. 

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Top 5 Content Ideas for Jewelry Brands Guaranteed to Boost Engagement

Many brands struggle with getting more engagement on their social media channels. However, with a little creativity and consistency a drastic increase in engagement is definitely possible. Below are five ideas that you can implement into your brand’s social media that have been proven to boost engagement.

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Top Tips for Developing a Shipping Strategy for Your Online Jewelry Store

While online shoppers value free delivery and free return shipping, the 2018 Global Consumer Insights Survey revealed that 88% of shoppers were willing to pay for reliable and faster delivery services or same-day deliveries.

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3 Common Social Media Blindspots

With an industry as visually driven as ours, not having a good presence on Facebook and Instagram is like leaving money on the table

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Little Steps: Achievable First Online Goals For Jewelry Stores

Jewelry stores and brands looking to make their first headway in the digital space will probably want to know some great starting goals they should aim for. Here’s a good starting point in each of 4 different marketing avenues.

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Online Shopping Experience Revisited

"What had gone wrong was that we weren’t treating our online customers like our in-store customers. We thought it was enough to have a website that displayed our jewelry line."

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Why You Should Never Buy Social Media Followers – Ever.

There are plenty of shady overseas companies who can sell you fake social media followings. However, the cost of doing so is more than the money you'll pay.

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Create A Winning Instagram Account Bio

Your Instagram account bio is important. After all, it’s the first thing people will see after clicking on your photos and profile. There are 5 things your profile needs to be as effective as possible. 

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Smart Age Solutions Becomes Facebook Marketing Partner

Smart Age Solutions is proud to announce that they recently became a Facebook Marketing Partner, the only agency to have this certification in the jewelry industry.

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The Jewelry Industry’s E-Commerce Conference Returns to Miami in October

The Jewelry Ecomm Live! Conference returns to Miami this October with a simple goal - to help jewelers better-navigate the online world.

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How to Break Down Your Demographic Data in Google Analytics

Google Analytics is a tool that provides a lot of valuable information. Understanding where to go and how to access this data is important for the retailer looking to measure the quality of their site traffic.

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5 Key Jewelry Website Improvements For Performance

One of the worst areas to cut corners in your digital strategy is neglecting to speed up your site. Here are a few (mostly) non-technical ways to increase your website's speed and make sure those jewelry customers have a great user experience.

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