How to promote a jewelry store successfully can be a tough code to crack, but it isn’t impossible. Since they offer luxury items that are more of a want than a need, jewelers know they cater to a particular circle of buyers. But once they figure out where to find their audience and how to make their products look good, closing a sale is certainly in the bag.
If you’ve just recently broken into the jewelry business, know that marketing your store is neither impossible nor slow. Here are some tips to boost your sales.
Show off your best angles
Promoting your jewelry business means putting it out there for the world to see, so your jewelry photographer has to step up. To make sure your items shine in digital or print, choose a professional jewelry retouching company, as well.
When shooting your jewelry, use a clean background and to tell a story with every shot. Don’t worry about ambient lighting too much, because that’s where digital retouching comes in to fix any dullness and impurity caused by the studio’s environment.
Invest in advertisements
Now that you get your retouched photos, where do you promote them? Depending on your target market, you might want to invest in print advertisements. Tap major publications and niche magazines to publish your photos through advertorials with an evocative story.
Reach out to wedding magazines to enjoin brides-to-be to make their special day more magical with your jewelry. Contact urban men’s magazine and share how jewelry improves men’s confidence. More than the glamour, leverage a good narrative, since the draw of such luxury items relies on the occasion.
Promote your store online
As with any business, social media will be a powerful tool in promoting your jewelry business. According to a survey, two-thirds of consumers of jewelry brands resort to social media before making a purchase. Since they are about to make an expensive purchase, they look up useful information first.
Scouring information doesn’t only mean looking up your product catalog but also skimming through customer reviews. Since your products are valued steeply, negative feedback can easily dissuade new prospects from purchasing.
Create faithful advocates
Instead of merely banking on your brand legacy, create new and captivating stories through past customers. You can ask your previous patrons to post their photo showcasing your jewelry in lavish events to provide authentic contexts for potential customers. You can also capitalize on influencers and digital creators. Sponsor blog content or Instagram posts of niche celebrities to reach more people.
Strike at the right time
Sometimes, it’s not just about finding the right niche of prospects; it’s also about striking at the right moment. For example, timing your promotional strategies and offerings during the holidays, such as Valentine’s Day, Mother’s and Father’s Day, or Black Friday, can result in improved sales solely due to higher demand.
Other occasions like wedding season, sporting events, and graduation period are also great opportunities to market your jewelry brand. Make sure to tailor your promotion according to your chosen audience at a certain period.
The jewelry business remains largely an emotional industry, and, as everyone knows, our emotions tend to shift like the weather. So stay on top of the trends, and your brand is guaranteed to glimmer like jewelry.
