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.

The Right Way to Reach Out to Your Email List

Stop Writing the Same Old Ineffective Sales Emails! There are a few types of emails that can help readers get to know, like, and trust you - ultimately leading to sales.

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Ep. 01, The Jewelry Ecomm Show: Marketing Strategies For Jewelers During The Outbreak

In our inaugural episode of The Jewelry Ecomm Show, Mike Hauben is joined by Alex Fetanat (GemFind) and Kellis Landrum (True North Social) to give tips to jewelers to stay strong during the covid-19 pandemic.

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Moving Beyond “Boosted” Posts

Improve your Facebook game by moving beyond just "boosting" posts. By using the Boost button on your posts, you’re missing out on tons of features and functionality that the Ads Manager could have provided.

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How to Navigate Your Jewelry Store’s Digital Marketing During Uncertain Times

With the spread of Corona-virus, there are many questions that remain to be answered, but one of the biggest that is inevitable for us to answer is, how to continue doing business as a jewelry store during these uncertain times?

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Podium Expands Interaction Management Platform to Now Include Payments

Podium, the leading interaction management platform for local businesses, today announced the addition of Payments to its existing suite of interaction management tools, allowing local businesses to utilize text messaging to securely take payment directly from the Podium platform. 

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13 Simple eCommerce Strategies to Grow Your Business

No matter if the company is brand new or doing millions in sales per year, scaling an eCommerce business through increased sales is a necessity. However, all businesses go through ebbs and flows. Tactics can grow stale and generating more conversions can become a challenging process. Worse yet, business owners can sometimes find themselves at a loss for new ideas for increasing eCommerce sales.

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GemFind’s Latest Click Data Report Is Here

GemFind has released their latest Clickdata report. I encourage all jewelers to download this report to learn what customers are searching and clicking for online! Over 1.2 million data points were collected and analyzed to identify the top trends in jewelry consumer behavior in 2019.

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Let’s Have A (Live) Chat

Trust, kindness, and communication form the basis of any successful relationship. In 2020, a Live Chat customer service is one of the latest trends to hit the online business world. Below you’ll find a host of reasons why this feature is the one to grab on to and add to your website.

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Understanding ECommerce Data #9: Percentage Of Returning Customers

In part 9 of our Ecommerce Data series, we'll take a look at Percentage Of Returning Customers - a highly important metric for jewelers.

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7 Ways to Build Trust For Your Online Jewelry Store

Building trust is the first thing required when establishing any form of relationship. It’s no different when selling online. In this post, we’ll go through how to build trust on your online jewelry store. Find out if you can adopt these practices immediately by reading on!

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Jeweler, New To Digital Marketing? Start Here.

If you're a jeweler and have never really embraced the digital tools available to promote your storefront, you're very behind the times. If this sounds like you, you're probably a little confused or overwhelmed where to begin! In this article, I'll break down where I recommend jewelers should be starting their digital marketing to create a solid, profitable foundation.

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4 Ways to Drive More Foot Traffic In-Store With Digital Tactics

According to a Google case study, 4-in-5 consumers use search engines to find information about local businesses. 50% of consumers who search on their mobile phone and 34% of consumers who search on a desktop visit a local store within a day. With statistics like these, it makes a compelling case for why it is so important to have a local presence online.

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When Will Jewelers Get With The (Digital) Program?

It's 2020, and I thought by now that every jeweler on the planet would at least have proper social media pages to attract customers. Judging from this year's opinions of how Valentines Day performed for jewelers, I was clearly wrong.

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How Jewelers Can Use Content to Dominate Search Engines and Win Customers

If you’ve been keeping up with our blog, you’ve probably heard us say that content marketing is important when it comes to growing your jewelry store’s online presence. When done correctly, it can increase brand awareness, advocacy, and lead to more sales. The problem is most jewelers are doing it wrong.

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Understanding ECommerce Data #8: Customer Acquisition Cost

In part 8 of our Understanding Jewelry Ecommerce Data series, we'll review tips on calculating and lowering your Customer Acquisition Cost.

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The Role of Social Commerce in Jewelry Marketing

If you run an ecommerce jewelry store, and you're not already making the most of social commerce, then you could be missing out on sales by alienating customers who don't want to disrupt their social networking to shop your site.

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Retarget Marketing: Why It’s So Essential For eCommerce Sales

Here’s a hard truth about the eCommerce industry: 98 percent of consumers don’t buy on their first visit to a brand’s site. In fact, it takes multiple interactions with a company before a consumer is willing to purchase. According to Salesforce, it takes six to eight touches to generate a sale. It is this dynamic that makes retargeting marketing such an essential tool for eCommerce retailers to employ.

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Reviewing Top Jewelry Online Marketing Channels For 2020

2020 is here, and many local jewelers are looking for new ways to seperate themselves in 2020. So how can we leverage all the digital tools available to make that happen? In this article, I'll review the most common (and powerful) online marketing channels available and give a few tips on how to make them work for you.

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3 Tools for Quick Fixes to Jewelry Ecommerce Problems

At any given time of the year, you're busy running your business - marketing your products, closing sales, fulfilling orders, and handling customer service responsibilities. You definitely don't have time to deal with any issues or hiccups related to your ecommerce site or digital marketing campaigns, and you expect them to run smoothly at all times. However, the reality is that technology is imperfect, and things will break or no longer meet your needs.

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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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