This head-scratching philosophical question has been endlessly debated, highlighting the importance of observation and perception.
A commonly accepted explanation is that the falling tree does not make any sound because all sound is vibration transmitted to our senses through the ear. The falling tree would cause vibrations in the air; however, if no one is listening to it falling, there is no sound.
When selling bridal and engagement jewellery, viewing your business from a similar perspective can be helpful.
Your store may offer the crème de la crème of jewellery — dazzling diamonds and eye-catching colour gemstones, each crafted into intricate designs by experts who take tremendous pride in their work.
If consumers don’t observe and perceive your engagement jewellery, what does it amount to?
For independent jewellery retailers, the science is settled when it comes to the advantages offered by a comprehensive digital marketing strategy is settled for independent jewellery retailers.
Digital marketing allows jewellery retailers to reach a wider audience beyond the four walls of the store. Leveraging social media platforms will enable retailers to reach customers who may not know their business exists, but once they do, they won’t soon forget it.
Social media is the ideal platform for promoting jewellery because it is based on aesthetics. By sharing high-quality images and videos, retailers can drive interest among customers.
Search engine optimisation (SEO) ensures that when local consumers begin researching jewellery ahead of their engagement and wedding, your business and your products will be considered.
These are just the obvious benefits of a comprehensive digital marketing strategy.
The strategy also provides adaptability, as your website or social media can be quickly updated to reflect changes within your business and broader trends and preferences.
How do you know when to showcase this adaptability? Digital marketing also allows for valuable customer feedback, whether in the form of reviews or simply by monitoring which products and collections generate the most interest online.
It’s also a cost-effective strategy for ‘getting your name out there’ compared with traditional marketing methods. Because the results are easy to track and study, ineffective methods can be discarded, and those that work well can be redoubled.
Finally, a strong social media presence combined with a professional, functional, and attractive website even the playing field between independent jewellery retailers and large brands and chains.
Where do I start?
The appeal of more customers and increased sales is obvious; however, when is anything ever that easy? It can be challenging to know where to begin.
It’s not as if every digital marketing strategy is a successful one. For those entering the arena for the first time, it can devolve into a time-intensive and costly pursuit. Many retailers highlight these two factors when asked why they’ve avoided digital marketing.
With that in mind, Independent Jewellers Collective (IJC) CEO Joshua Zarb says his group has been heavily invested in this area since its formation in 2020. He says it’s essential to bring the process back to basics.
“From a digital perspective, it all starts with clear and consistent imagery of designs. Specifically, this means consistent angles, colourations, and videos in all styles and designs,” he tells Jeweller.
“In terms of ranging, customers will shop by either shape, colour, or style – so you must ensure that your website allows clients to select designs with easy-to-use filters with minimal clicks to view and purchase.”
“Once the basics are in place, you can promote your designs via direct email marketing, social media, and other avenues. I think it is just as important to have an area in-store dedicated to bridal jewellery that at least represents your digital offer in-store.”
Showcase Jewellers managing director Anthony Enriquez says that when constructing a digital marketing strategy for bridal and engagement jewellery, the strengths of the internet as a medium must be considered.
He suggests that capitalising on social media's ‘visual storytelling’ aspects is critical to connecting with consumers.
“It’s important to use high-quality imagery and videos showcasing the sparkle, craftsmanship, and emotional connection of bridal jewellery,” Enriquez explains.
“Retailers can leverage social proof by featuring testimonials, real customer stories, and user-generated content to build trust and authenticity.”
He continues: “Including online and in-store experiences, such as offering virtual consultations or click-and-collect services. This tailored approach aims to empower members of the buying group to thrive in a challenging yet opportunity-rich retail landscape.”
Over the past decade, an increasing interest in custom-made and bespoke jewellery among consumers has been noted among Australia’s jewellery retailers.
Nationwide Jewellers general manager Glen Pocklington says that a comprehensive digital strategy should be central to gaining a share of this market.
“It is important for our members to capture more business in the expanding custom design market,” he explains.
“For today’s consumer, the purchasing journey often begins at home with hours of online research before they will even set foot in a store.”
Pocklington adds, “We’ve made it a priority to assist members with integrating various jewellery design plugins into their websites. These plugins are all aimed at providing an interactive and engaging starting point for the consumer’s custom design experience.”
Where are we going?
One of the most interesting discoveries of Jeweller’s 2024 State of the Industry Report was the amount of jewellery retailers without a business website.
At the time, research revealed that of the 2,010 independent jewellery stores in Australia, around 600 did not have a website! Among those, around 280 had a digital presence in the form of a Facebook account, while a further 55 used Instagram as their primary platform.
Perhaps the most surprising detail was that more than 250 retail jewellery stores — 13 percent of the total market — had no digital presence.
The research also highlighted the increasing importance of jewellery retailers without a storefront. These include designers and manufacturing (bench) jewellers from professional workshops or studios.
Among this group were ‘showroom’ jewellers, a business that does not carry stock that a consumer purchases directly off the shelf. Showrooms can also operate virtually under a serviced office arrangement, without staff or stock.
The rapid rise of these businesses highlighted significant changes in jewellery retail.
They challenged the conventional need for a brick-and-mortar store and underlined the value of a digital marketing strategy.
“Over the past two years, we’ve seen continued growth in the demand for custom-designed bridal and engagement jewellery – a trend that began around 15 years ago and shows no signs of slowing," Pocklington explains.
"As a result, many retail jewellers have reduced their stock holdings of finished pieces, instead focusing on offering personalised, made-to-order designs to meet customer expectations for unique jewellery.
“This ongoing shift has also led to the rise of online retailers – both domestic and international – entering the custom design market.
"These businesses typically operate with limited showroom hours or by appointment only, reflecting the increasingly bespoke nature of the engagement jewellery market.”
What’s trending?
You’ve decided to embrace digital marketing for your jewellery business. What should you showcase regarding bridal and engagement jewellery?
Unsurprisingly, Australia’s three jewellery industry buying groups — representing around 600 stores — have received similar feedback about what’s popular among today's brides and grooms.
Lab-created diamond jewellery dominated discussions because it appeals to the desire for affordable luxury. Zarb says that for retailers choosing to stock these products, emphasising the opportunity for customers to have the ‘ring of their dreams’ while sticking to a budget shouldn’t be overlooked.
“We have spent so much time ranging and designing collections that reflect modern bridal and engagement designs. Larger centre stones and thinner bands are obviously on trend, but we have worked hard to ensure the designs will still last for generations,” Zarb reveals.
“The influence of lab-created diamonds in the marketplace cannot be ignored. For those stores that choose to sell lab-created diamonds, it really allows their clients to design and wear the ring they have always dreamed of, as they are likely to find a way to get it to fit their budget.”
Enriquez echoed these sentiments and says that because custom-made and bespoke jewellery is often associated with significant life events, it’s unsurprising that it remains popular with today’s consumers.
“We’ve certainly taken note of the popularity of unique designs. There’s been a definite shift towards personalised and unconventional designs, incorporating colour gemstones, mixed metals, and custom engraving,” he explains.
“There’s an increased demand for sustainable options and ethically sourced materials along with lab-created diamonds. A minimalist aesthetic is particularly popular, with elegantly simple designs with delicate settings and slim bands resonating with today’s couples.”
Custom-made and bespoke jewellery designs make each piece unique, helping consumers stand out among a sea of mass-produced adornments.
Personalisation allows customers to convey their style, beliefs, or interests, adding depth to their fashion choices.
“The trend toward individualisation and uniqueness is reshaping the way jewellers approach their bridal and engagement offerings, with customisation now seen as a core service rather than a niche option,” Pocklington adds.
“We are witnessing demands for more colour gemstone options, oval and elongated shapes, stackable and mixed metal bands, minimalist designs with a twist, recycled metals or ‘vintage revivals’, and a growing popularity for lab-created diamonds.”
What are you waiting for?
A comprehensive digital marketing strategy is increasingly important for retailers, particularly those selling bridal and engagement jewellery.
Jewellery retailers are increasingly facing competition from various sources. Digital marketing offers a solution, enabling retailers to reach a broader audience and promote their products.
Consumer preferences are constantly evolving; however, digital marketing allows retailers to adapt quickly to change while high-quality imagery and consistent branding continue to drive interest.
The evolving nature of jewellery businesses in Australia has highlighted the value digital marketing can offer retailers aiming to meet the needs of consumers - whether it be with natural or lab-created diamonds, colour gemstones, or something altogether unique and personalised.
Regardless of what you choose to stock in your jewellery store, consumers need to know about it! Embracing digital marketing keeps independent jewellery retailers in the conversation with consumers planning a marriage, which is crucial to staying competitive and relevant in an evolving market.
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