Content marketing and pristine visual content are non-negotiable requirements of success in the highly seasonal jewelry business. Whether you’re a hobby crafter or an established jeweler, this article will help you navigate your brand through the waters of this tricky but rewarding industry.
Visual content is vital for a successful jewelry business. It can also be thematic, showcasing particular collections of jewelry for seasonal campaigns.
Jewelry giant De Beers embark on a multichannel marketing strategy every Christmas holiday season. The ‘A Diamond is Forever’ campaign appears every year and features a combination of print adverts in glossy magazines, along with promotional images and videos on the De Beers social media channels and ecommerce store.
The De Beers holiday campaign displays statement, branded pieces of jewelry lying in snow, on frosted trees and iced petals. Here’s what De Beers are doing right:
Pro tip: Create a set of guidelines for your visual content to meet. Consistent and high-quality promotional materials are integral to show off your products and generate sales.
Using an ecommerce platform to sell your jewelry and employing a photo retouching service will help to make your store look professional. Make sure you choose the right platform that will allow your visual content to shine (even on small mobile screens).
Seasonality can make a jewelry business particularly difficult to manage, as often there are peaks and troughs in demand throughout the year.
Pro tip: You should adhere to an annual financial plan, but be flexible and have money saved up to use in case of a seasonal slump in sales.
Here’s how to gain control of your seasonal finances:
According to McKinsey, 50% of buying decisions around luxury goods are influenced by what consumers hear or see online. Seasonal content marketing will make your jewelry business stand out in a saturated and competitive market, and help you make the most of sporadic demand.
Daisy London is a great example of successful, seasonal on-page content marketing. The brand created a beautiful promotional spread and lookbook on their ecommerce page for Valentine’s Day this year. Here’s what Daisy London did well:
Pro tip: Using content to make an emotional connection with page visitors will make you far more likely to win their business, particularly with seasonal goods such as jewelry.
It can be tricky to stay afloat in a seasonal industry. But there are ways that you can make seasonality work to your advantage:
You are in a competitive industry and volatile demand can pose an additional problem. However, being organized and planning ahead will transform this problem into an opportunity.
Was this advice helpful and relevant to your jewelry business? What lessons will you take away from it? Let us know in the comments.