Digital Marketing Guide for Jewellery Industry.

Digital Marketing Guide for Jewellery Industry.

A rainbow of influencers and user-generated content has changed the way brands interact with customers. The fast-moving consumerism is making marketers to change the way they have been using marketing platforms to promote their products or services. Digital Marketing is taking over the world, and fast!

Marketing leaders are striving hard to keep up with the pace at which technology and innovation are moving ahead. Not only are MNC’s adopting digital marketing strategies, but small businesses and entrepreneurs are also using online marketing techniques to promote their brand.

We have encountered a range of brands and products use various channels of the internet for advertising and spreading awareness, be it high-ticket industries or bulk manufacturers. In this article, we are going to talk about on such high-ticket industry, Jewellery.

Gems and Jewellery is one such industry that has high value and cost. Buyers of this segment have immense knowledge and know exactly what they want. They rely on the touch and feel factor of the product because, well, jewellery is a costly affair. How do you attract the customers from such a niche market environment where people already have their favorite choice picked out?

Digital Marketing.


Because the society is changing and companies need to adopt marketing techniques in order to maintain their existence in this highly competitive market. Business cannot exist without customers and the number of customers who shop on the internet has increased. Online shopping allows the customers to shop at the convince of their homes. This is a perfect opportunity to make people recognize your brand. You cannot close your eyes to making an online presence.

Not only will it help in building your image online, it will also increase the footfalls in the physical stores. Engaging with customers online also gives you the opportunity of asking them to come down the store and making a purchase. The conversion rate increases. The number of people coming to the store increases with increases in online advertising.


Step 1: Build a website.

Jewellery is an investment that most people would first want to look at it, touch it, feel it and then buy. Reputed jewellery brands have created online stores which deliver amazing user experience of being able to shop from home. The snippet below is of one such brand called Tanishq in India.

Important elements to keep in mind while building a website are:

  1. Easy Navigation and search for the customers.
  2. Should showcase all the designer jewellery, and not just a few. Remember, the website is your brochure.
  3. Certifications, to gain the trust of the consumers.
  4. Reliable shipping and delivery
  5. Return Policies laid down accurately.
  6. Security measures.

Step 2: Search Engine Optimisation 

Everybody wants to appear on the first page of search engines, and it is important for your business as well. If your website is not visible on the search engines, it might as well not be existing.

On the contrary, it helps in increasing website traffic and creates awareness worldwide.

There are three types of SEO that can be useful for your online jewellery business:

  1. Organic SEO
  2. Paid SEO
  3. Local SEO
Organic SEO – Content Marketing

Content Marketing refers to the creating and sharing of eye catchy content in order to attract visitors to your website. It is content that answers all the queries of the users that they key in on search engines in the form of keywords. It is extremely important to incorporate keywords into your content. Keywords such as:

  • Jewellery
  • Engagement rings
  • Earrings
  • Jewellery online
  • Necklaces for women
  • Men’s wedding bands
  • Costume jewellery

Allow search engine bots to recognize your website and showcase it on the top page.

Through content marketing, you are engaging your audience content that they get hooked on to reading. People trust you because you are educating them and telling them your story and building a long-term relationship with them.

Paid SEO – PPC Advertising

Pay per click is a business marketing model wherein you only pay when your advertisement is clicked on. You can track your results, adjust your budget and pay to get a high rank on search engines. The tip here is to create an advertisement which will appear when a user is searching for anything related to jewellery.

By doing this, you not only are increasing your visibility but also driving traffic to your website.

Local SEO

Local SEO focuses on advertising businesses that are local and approach the local audience. This results in an increase in potential customers with visibility that comes by finding your website easily. It has the ability to send direct traffic to your website.

Step 3: Social Media Marketing

Social Media is the best way to increase interaction with your customers, build a relationship and brand loyalty. It is a place for exchanging ideas and knowledge. The jewellery business is a social business.

Social media, if done effectively, can be an easy and straightforward way to achieve success. Investing time in developing an elaborate plan can go a long way in achieving business objectives. The most important function that marketing online offers are:

  • Generating Sales
  • Brand Awareness
  • Build a community of brand loyal customers.
  • Promote new products
  • Increase recall and recognition value.
Digital Marketing essentials
Social Media marketing essentials

Step 4: Mobile SEO

As today people want information as quickly as possible. Which is why the mobile internet has become increasingly popular. It is easy and hassle-free, hence mobile optimization is another important factor to keep in mind too.

Some techniques to follow are:

  • Optimised keywords
  • Exclusive offers and discounts
  • Short title tags

How can Dilly Digital help you?

Thinking of opening a jewellery store? it is easier than ever with the internet these days you are brand new to the internet and are unfamiliar with how to set up a website, Dilly Digital is a digital marketing agency that specializes in core digital marketing activities. All you have to do is drop a mail at and we will get back to you with a plan exclusive for your business.

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