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How to Market Your Small Online Jewelry Business

Learn how to increase traffic to your online jewelry store and convert visitors into customers.

woman wearing fashion rings and a smart watch typing on a laptop


As with any business, there are many ways to market an online jewelry business to surpass competitors. But the jewelry industry is enormous and fiercely competitive, and smaller businesses may find it difficult to be seen by their target audience. With that said, investing in online marketing should be considered.

Why is marketing important for small online jewelry businesses?

When it comes to online marketing, the business size is not important. As long as you are selling products, you need strategies to reach the right customers.

Here are some of the benefits of marketing your jewelry business online:

  • Maximized exposure
  • Brand awareness and familiarity
  • Increased customer trust and loyalty
  • Greater chances of referrals
  • Improved chances of appearing in search engine results

So aside from investing in high-quality wholesale fashion rings, earrings, necklaces, and other pieces, here are some online marketing ideas that can dramatically improve your jewelry business’s marketing strategy today:

  1. Make your e-commerce website aesthetic and easily navigable.
  2. Take advantage of Pinterest and Instagram.
  3. Send out email newsletters.
  4. Consider collaborating with micro-influencers.
  5. Run social media ads.

#1 Make your e-commerce website aesthetic and easily navigable.

If you want shoppers to stay on your website longer, it has to be aesthetically pleasing, and navigation should be a breeze. A good-looking website is crucial for building your brand and creating a name online.

Your e-commerce website also has to be responsive, which means it looks good and is shopper-friendly on any device. Buttons should be visible, graphics should be more than the text, and lots of white space for a clutter-free website. Adding products to the cart and checking out should be quick and easy.

And speaking of checkouts, you should also consider offering various payment options like credit card payment, Paypal, Apple Pay, Google Pay, etc., and make payments secure. It also helps to include a short guide on how to shop on your site in case a customer with no online shopping experience is interested in purchasing your jewelry.

#2 Take advantage of Pinterest and Instagram.

Pinterest is an excellent platform for jewelry products because it’s where people go for quick style inspiration. And one of the most popular niches on Pinterest is fashion.

Take advantage of this and upload high-quality images of your jewelry pieces. These images or pins can be shared and pinned to boards created by Pinterest users. You also have the option to add a link to your website so shoppers can easily be directed to your online store.

The same is the case for Instagram. IG is an image-heavy platform that allows you to showcase your jewelry for free. You can also add links to the product pages on your posts to make shopping easier for your customers.

It is important to remember that detailed descriptions are also needed for each of these photos. Add relevant keywords and provide all the important information about the jewelry -- like the metal it is made of, the crystal accents, the size, and other details the shopper might need to know.

#3 Send out email newsletters.

Email newsletters remain an effective marketing tool for every business. People are mostly on their phones and regularly check emails. In a July 2019 survey of white-collar American workers, 52 percent of respondents said they check their personal emails every few hours while at work. On the other hand, 11 percent reported doing it constantly.

Newsletters allow you to connect with your customers at a more personal level, and it’s the most convenient way to announce your current promotions or showcase your products. Regular emails will remind them about your brand, allowing for better brand recall. Don’t forget to add CTA (call to action button) to redirect them to the product page.

That said, ensure you have a visible email newsletter sign-up button on your website. To entice people to sign up, give them a discount code for their next purchase.

#4 Consider collaborating with micro-influencers.

Micro-influencers, according to MediaKix, are influencers with 10,000 to 50,000 followers, while macro-influencers are those with 500,000 to a million followers. In other words, they have a social media presence larger than a normal user's but smaller than a celebrity's.

Begin by connecting with popular jewelry influencers, preferably located in your area. Their content should be about jewelry or, at the least, about the latest fashion trends. That way, their followers, who also love jewelry, are more likely to check out your online shop.

Send your chosen micro-influencers a direct message and pitch a collaboration. Discuss your payment type – it can be free jewelry products in exchange for a reel, story, or newsfeed post. Some influencers may prefer payment. Affiliate marketing is also another option. Discuss all these possibilities with them and strike the deal.

#5 Run social media ads.

Finally, you should be willing to spend funds for running ads. Yes, your social media pages reach a lot of people. Still, not all of them are actually into jewelry or are looking to buy one. Social media ads will show up to users who are interested in jewelry and belong to the demographics of your target market.

Social media ad campaigns can reach more prospective customers and boost jewelry sales compared to just posting regularly. But you should focus on platforms where your target customers are. If your engagement on Instagram is higher than on Facebook, focus on running ads on the former. Google ads are also recommended, as your ads will appear on the search results when users look for jewelry.

Want to read more jewelry business tips? Browse through hundreds of articles on our blog site here. As for our wholesale fashion jewelry pieces, browse our collections at CeriJewelry.com.