Digital Marketing for Jewellery Business – 6 Step Framework to Do Online Marketing for Your Jewellery Business

How to do Digital Marketing of Jewellery Business?

We thought to start this article with an emotional story, just like jewellers make emotional advertisements for jewellery marketing, same to same.

But our job is not to sell jewellery but to tell how to do online marketing of jewellery, so leaving our beautiful story behind, we thought to talk directly on the topic!

By reading our title, you must have understood that today we will talk about Digital Marketing for Jewellery Business.

We are told many times that food, clothing and shelter are our basic needs, but have you ever seen a house where there is no jewellery?

Be it glass bangles, fashionable jewellery or gold and silver jewellery, jewellery is seen in every house these days.

About 20% of the share is purchased online,

That is, about 20% of people in India buy online jewellery and this figure is likely to increase to 50% by 2026.

It would not be wrong to say that by 2026, half of India will do online jewellery shopping!

Now you can yourself guess how important jewellery marketing, especially online jewellery marketing, is if you are a goldsmith or a jewellery business owner.

Many of you would know that India is the second-largest jewellery market.

In our country, gold jewellery is seen as an investment as well as jewellery and that is why the gold jewellery business is very big in itself.

When we talk about the overall jewellery market, apart from gold, diamond and expensive jewellery, imitation jewellery, floral jewellery and silver jewellery have a very big market of their own.

Today, we will understand this market and also understand different aspects related to Jewellery Business Marketing.

In this article, we will talk from the very basics, like how to plan out Jewellery Business Marketing, what are the Jewellery Marketing Ideas, how you can do online marketing of your Jewellery Business, how to do online marketing etc.

So if you also want to know from the basics how to take your Jewellery Business Online or want to learn how to do Jewellery Ki Online Marketing, then today’s article is for you.

Read this article till the end so that all your doubts related to Online Jewellery Marketing are cleared.

Digital Marketing is necessary to take any business online.

Before understanding how to grow your jewellery business online, let us first know how many types of jewellery there are or how many forms and types jewellery can be classified into.

Before understanding jewellery marketing, it is important to understand the jewellery types and forms because we design jewellery marketing strategies on their basis, so let us take a look at this as well.

Jewellery Business – Types, Forms and Classification of Jewellery

Today digital marketing and technology advancement have grown so much that doing online business has become quite easy.

By learning digital marketing, you can take your business online, you can set up a new business for yourself, offer your services by learning digital marketing skills and get financial freedom.

In today’s blog, we are talking about Digital Marketing For Jewellery Business.

I have shared some information related to the Jewellery Industry with you here.

There are many types and forms of jewellery and they also have many segments, we will understand all of them in this section.

As we told you that there are many different segments of jewellery like Gold Jewellery, Diamond Jewellery, Silver Jewellery, Platinum Jewellery, Imitation Jewellery etc.!

From the perspective of Jewellery Business, there are many types of Jewellery but for the sake of understanding, it can be broadly classified into two types, Imitation and Precious Metal Jewellery.

In Imitation, you can classify all those types of Jewellery which are not made of gold, silver or any expensive metal like A.D., Pearl or Plated Jewellery.

However, it is a different matter that nowadays the prices of some Imitation Jewellery compete with gold and silver and sometimes even exceed them.

There are many different segments in Imitation Jewellery Business too like – A.D., C.Z., Gold, Platinum and Silver Plated Jewellery, Floral Jewellery, Copper Jewellery, Etc.

Just like Precious Metal Jewellery has many segments of Gold like Rose Gold and White Gold.

If we talk about Silver then there is 925 Silver, Gold Plated Silver Jewellery etc.

Similarly, Diamond and Platinum Jewellery also have some segments.

Even if we take a generalisation and assume that the target audience of all these Jewellers or Jewellery Sellers is the same, still their Jewellery Marketing Strategies will be different from each other, therefore it was necessary to explain them in different heads.

The different segments of Imitation Jewellery that we have just told you, you can also see many types of Products and Product Designs among these as Types of Jewellery.

Let us understand this with the example of a ring.

Rings are made in every Jewellery Segment.

Be it Gold Plated or A.D. or C.Z. or anything else!

So this is the Product.

Apart from this, there are many products like Necklace, Nose Pin, Bangles, Chains, Anklets etc.

Now we have understood that Ring is a Product. Now this product is also made in many different designs, like Jadau Rings or Diamond Cut, Princess Cut, Round Brilliant Cut, etc.

Similarly, Precious Metal Jewellery also has many products and product designs just like Imitation Jewellery.

Now we have understood Product and Product Design too, now let us understand a little about Classification of Product.

Although a product can be classified on many basis like Raw Material of the Product, Product Design, Product Size, Purpose of the Product, Weight of the Product etc.

The list is very long, so we will not talk about all of them but will talk about some Important and General Classification Criteria!

1. Raw Material – Classification according to Raw Material means classifying the product according to the material or goods used in making it.

Like Gold, Diamond, Copper, Silver Etc.

By the way, there is a twist in this too, there are some categories in these Raw Materials too like Yellow Gold, White Gold and Rose Gold in Gold.

Other Raw Materials also have many such forms, which is a different topic in itself, so we will discuss it some other time!

2. Product Design – We have already talked about this in this article.

In the example of Rings, we told you that every Product has many different designs on the basis of which that Product is classified.

Just like Rings are classified into Diamond Cut, Princess Cut, Round Brilliant Cut, Double Layer, Double Stone Etc.,

Similarly, Necklaces are classified into many categories like Round, Square, Name Printed, With Stone, Without Stone.

And in this way other products are also classified.

3. Purpose Of The Product – Jewellery is also classified on the basis of its use.

Do you remember the example of the ring which we gave you while explaining the product type and design?

Here we understand the concept of Purpose Of The Product from the same example.

Purpose jewellery means such jewellery which is made to fulfil some purpose, i.e. there is some specific reason behind designing them.

In the case of rings, Promise Bands, Mother Rings, Engagement Bands, Birthstone Rings which are also called gemstone rings, all these are kept in the category of Purpose Driven Rings.

That is, all these rings are given only on some particular event, like engagement rings are bought only for the occasion of engagement, Promise Bands are given for Commitments Fulfilment Promises, i.e. these rings are given at the time of fulfilling a promise or making a promise to someone so that it can become a lovely symbol of that beautiful moment.

Purpose of jewellery is an important factor in jewellery marketing and from this purpose we can know whether to grab the audience through emotions or trend!

4. Weight and colour of the product – Jewellery is also classified on the basis of weight and colour.

Weight classification is more common in precious metal jewellery.

After all, we all buy gold and silver on the basis of weight.

On the other hand, classification on the basis of colour is more common in imitation jewellery.

It is generally cheaper and hence people buy it according to the colour of their dresses.

It is quite common in online jewellery business.

5. Demographics – Demographics is an important factor while designing jewellery marketing campaigns.

In simple language, you can understand demographics as a place or city.

Requirements of jewellery differ according to places and cities.

As far as Jewellery Business Online is concerned, online businesses can cater to multiple types of audiences simultaneously.

On the other hand, if we talk about local jewellers, then it is important for them to keep as much stock as possible according to the choice and preferences of the local consumer!

For example, if you talk about jewellery preferences in Mumbai, then you will mostly find lightweight jewellery there, whereas if we talk about a local traditional jewellery store in Rajasthan, then you will find more heavy and studded jewellery there!

This is a general classification area wise to make you understand!

You can get heavy jewellery in Mumbai as well as light weight jewellery in Rajasthan.

The only thing is that every place and every person has a taste and some choices regarding jewellery as per their utility.

And by understanding these, by knowing your audience better, when a marketing strategy is made, then the chances of getting better results increase.

It is important to understand these classifications because Jewellery Marketing Strategies are also designed on their basis.

After understanding all this, let us now return to our main topic i.e. Jewellery Ki Online Marketing Kaise Kare!

To do online marketing of Jewellery Business, it is most important to learn digital marketing and create an ecosystem for your Jewellery Business.

Digital Marketing For Jewelery Business – Online Marketing Kaise Kare for Jewelery Business?

Jewellery Marketing is a complete process, which starts with Market Research, Online Jewellery Business Ideas, Product Category and ends with Measurement of Result.

In this section we will understand this process.

1. Search For Online Jewellery Business Ideas Or Identify And Define Product Category
   This is the first step of Jewellery Marketing.

The most important thing for any business marketing is that the product idea or product category is clearly defined.

You must have heard that it is more important to know what not to do than what to do.

Something similar is also in marketing, so it is very important to know which product or product category to market and how.

According to Statista, in 2021, the demand for silver crossed 600 metric tones in India alone.

One good thing about silver is that it is an investment but not a one-time investment like gold.

Due to its cheap prices, you can buy daily wear jewellery in many different designs!

The export business of silver is also no less.

According to the data, there are about 145 countries and many territories where silver jewellery is exported from India.

Silver Institute has reported that there has been a huge increase in the demand for silver and in 2022 the Global Silver Demand can increase to 340 Million Kg which is a record in itself.

It is not necessary that you choose Silver Jewellery for your Jewellery Business.

It is important that you fully understand your product and its category!

If we take the example of Silver, then there are many categories in Silver Jewellery like Rings, Earrings, Bands, Bracelets etc.

It is important for you to identify which Product Category you want to deal with?

What is the minimum and maximum weight of Jewellery you want to deal in and what will be the design of your product.

There are many such questions whose answers you should know with clarity only then you will be able to understand how to do online marketing!

If you are an Existing Jewellery Business Owner then you have to identify the Product and Product Category for which you want to design Marketing Campaigns.

If you want, you can make a poster of your business and run it like an ad. It will create awareness to some extent but may not give you proper ROI or conversion!

Targeted marketing campaigns are an important part of jewellery marketing strategies to reach the target audience.

The base of this strategy is to define the product category.

2. Defining The Objective Of Marketing Campaign
   Many of us feel that the only objective of marketing is to increase sales, but this is not completely correct!

Yes, it can be said that increasing sales is an important objective of marketing, but apart from this, there are many other marketing objectives like creating brand awareness, informing consumers about a new product launch, increasing customer engagement, traffic diversion, etc.

According to these objectives, the marketing strategies of the jewellery business also differ.

Let us understand this with an example.

Suppose you have a jewellery store or jewellery business and recently you have launched a new collection, and you have to do marketing for it.

But at the same time, you also want to sell the stock of the previous collection at a discounted price.

In such a situation, two objectives of your online jewellery marketing campaign emerge.

Although marketing can be done in many ways, but for the sake of understanding, we assume that it can be done in three ways –

First- The customer should be directed to your website, where he can see both your collections.

But the problem in this is that many customers do not prefer to explore the website directly.

They first look at a specific product, then see its price and if they find both these things right, only then they explore the rest of the designs or collections.

If the behaviour of your target consumer is also like this, then this Jewellery Marketing Strategy will not work for you, on the contrary, it can increase the bounce back rate of your website.

The second way is to divert the consumers directly to the product page of the new collection and insert the sale link there like a pop-up, so that consumers, while navigating to the new collection, see the sale and visit the old collection as well!

The third way is to design separate Jewellery Marketing Campaigns to fulfil both the objectives.

In such a case, separate focus can be placed on the sale of the old collection and separate awareness can be created about the new collection.

In short, the Online Marketing Strategy of your Jewellery Business depends on your objective or goal.

Precisely speaking, the Marketing Strategies and Campaigns are designed according to the Primary Objective and Secondary Objectives of any Business.

3. Define Target Audience
   If you have read our previous articles, then you must know what is called target audience.

For those who do not know, we will tell you that target audience is the section of consumers whom you want to cater.

In simple language, your target audience is that section of consumers who have a problem whose solution is your product or service.

In other words, it is a group of audience who does a transaction with you, makes a purchase, buys goods from you.

This can be a particular age group, a particular gender or some specific type of businesses.

You must be thinking that how can businesses be included in the target audience of jewellery business?

Well, many business houses buy gold coupons for their employees, while many businesses also gift silver cutleries or bracelets or any other form of jewellery or artefacts to their employees.

A big advantage of dealing with them is that they purchase jewellery in bulk.

If you also have jewellery for corporate gifting, then businesses can also be your target audience or consumers.

Your marketing campaigns are designed according to your target audience and forms of marketing are also decided on that basis.

How to do online marketing of jewellery depends largely on the target audience.

4. Deciding Form Of Marketing
   After defining the target audience, the next step is to decide the form of marketing.

There are many forms of marketing; such as Content Marketing, Influencer Marketing, Paid Ads, Collaboration, T.V. Advertisements etc.

Which marketing form you should choose depends largely on the nature, size and target audience of your business.

If you are in the Funky Jewellery Business and youth is your target audience then Instagram Marketing can be a good option.

On the other hand, if Celebrity Jewellery Designing is your core business then you can collaborate with such influencers who are associated with the make up industry or who recreate celebrity looks.

If your jewellery store is quite big then you can run ads locally with the help of your T.V. operator and can also give advertisements in the local newspaper.

You can choose the suitable form of marketing for your offline jewellery business or online jewellery business according to your preferences and choices.

Influencer marketing proves to be very effective in digital marketing for jewellery business.

5. Check The Budget – Budgeting is an important part of Marketing

Even a local small jewellery owner can get a TV advertisement done, i.e. he can run an ad on TV, but the question is will he be able to afford it?

Even if we think of it as a one-time investment and assume that the profit from this will cover the advertisement cost, how will the funds required to increase the profit be arranged?

We all know that to increase the profit, it is necessary to increase the sales and for that the stock has to be increased, along with this there is also a need for working capital.

In such a situation, if the entire budget is spent on advertising, then how will the rest of the business expenses be met?

I did not want to get entangled in economics, I just wanted to explain that the budget directly affects the jewellery marketing strategies.

6. Running The Campaign And Measuring Results
   Once you have decided everything, then comes the action time i.e. the time of Jewellery Marketing.

This is the time to run your ad campaigns and also review them.

Review helps you to estimate how successful your campaign can be before the final outcome or to give you a reality check whether your campaign will be successful or not!

You will know how your campaign performed from your end result i.e. ROI.

Keep one thing in mind, many times we ourselves make unrealistic targets and then think that the marketing campaign failed or the desired results were not achieved.

While the truth is that the target set for comparison is actually unreasonable in itself.

Generally, ROAS i.e. Return On Ad Spend of 400% is considered quite good in the Jewellery Business.

But this does not mean that every business owner’s ROAS should be the same.

New brands that are launched in the market take time to create their brand identity and sometimes ROAS goes negative in the beginning.

And many established brands have ROAS up to 1500%.

That is why it is important that you create reasonable standards and monitor your campaigns and make necessary changes in them.

Whenever we talk about marketing campaigns, budgeting and ROAS, Search Engine Marketing and Social Media Marketing definitely come into the picture.

Conclusion – Digital Marketing for Jewellery Business

At this time everyone is online, spending their time on digital platforms.

In such a situation, it becomes mandatory to take your traditional jewellery business to digital platforms.

In today’s blog, we saw that even if you do not have any business, you can start your online business by thinking about online jewellery business ideas.

Also, if you have an existing jewellery business, how can you market it online.

To do online marketing of your jewellery business, first of all you have to create an online presence of your business, create a website for your business, create profiles of your business on social media platforms.

Apart from this, after creating your channel on YouTube, share your business related information there.

In other words, all these strategies are a part of digital marketing.

And to take your traditional business digital, you have to learn digital marketing.