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Need some advice on marketing Diamond Jewellery

by Elevoution
28 replies
I am currently in the process of doing a deal with a Jewellery manufacturer of fine Jewellery (Diamond Rings, Sapphire Rings, Necklaces etc) which I can import into the UK. I've done all the work on making sure the product meets relevant standards.

Does anybody have any ideas of how I might market the product. I was initally going to start off selling on eBay and take it from there, but there is a lot of potential?

Matt
#advice #diamond #jewellery #marketing
  • Profile picture of the author Hugh Fraser
    Hey Matt,
    Have you got a website up that i can look at?

    Well for starters and this is the bare basics,
    • Jewellery Forums: Stick your link to your website in the signature and post valuable comments to other post, much like i am doing here.
    • Jewellery Blogs: Again look for good quality jewellery blogs and posts comments to any post but don't spam them or it will go against you and nobody will click through to your site!
    • Integrate your marketing: What I mean by that is, say you start selling on ebay and you come across a perfume seller, he also has his own site, on his checkout page ask him to place an advert for your Jewellery site on there. You can also ask places that sell dresses. And more!
    Look at other Jewellery sites & have a look at how they do it, you may have to go the checkout with them but this is research.

    I will let the other members help you out from here.

    I hope that has help a bit at least.

    Hugh
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    • Profile picture of the author Elevoution
      Great advice Hugh there are a few things there I hadn't considered. To be honest I have done that much work on the logistics of Importing the product into the UK and ensuring it meets all relevant standards and at a cheap price that I have not put as much energy as I would have liked into the marketing strategy. I don't have an ecommerce site set up yet - that is for a later date. You could have a look at my site where I experiment with sales copy and graphics - New Page 1 . (please note that this page is only a rough draft and by no means a finished ad - I don't like the headline graphic at all). I would use a sales page like that on eBay, but obviously not on an ecommerce site.

      Matt
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      • Profile picture of the author Elevoution
        I do however like my "Urgent Consumer Warning" - I think that really grabs the readers attention.

        I would probaly add something along the lines of "only 6 of these rings left in stock" as a call to action, and also add in some sales copy that stress the fact that it comes with a free gift box (which I will have to source from somewhere).

        Anymore ideas for freebies? This I think is something that could distinguish me from other sellers.

        Matt
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        • Profile picture of the author Janice Sperry
          Originally Posted by Elevoution View Post

          I do however like my "Urgent Consumer Warning" - I think that really grabs the readers attention.

          I would probaly add something along the lines of "only 6 of these rings left in stock" as a call to action, and also add in some sales copy that stress the fact that it comes with a free gift box (which I will have to source from somewhere).

          Anymore ideas for freebies? This I think is something that could distinguish me from other sellers.

          Matt
          I sold a TON of jewellery on eBay back in the 90's and early 2000's. I sold mostly high end "vintage" jewellery. You will be selling new jewellery but I think some of the points will be the same.

          1. Make sure you say "only 6 of these rings left in stock" if it is actually true. Most buyers are very good at sniffing out the exaggeraters/deceivers. It will kill jewellery sales more than anything else if bidders are suspicious. Also buyers of high end jewellery want to think it is unique or at least rare. Anytime you call attention to "only ____ left" implies you have already sold a lot of this piece and will still be selling more. No woman wants to show up to an event with the same piece of jewellery. I always found when selling new pieces it was better not to mention previous sales or the current stock. Rather than a call to action, it became a call to inaction to mention anything about duplicate pieces.

          2. I always kept my eye I out for new sources but do you know where I found most of my gift boxes? On eBay. I could find every type of box and suppliers sold them in bulk for almost nothing. (I don't know it that is still true.) It cost very little for some great looking boxes. I found it worked best with the more expensive jewellery to not only mention the free box but to also include it in one of the photos.

          3. People love free shipping. For things like jewellery they also love free insurance. When posting about insurance I would not always call it free. Often I would say something about the insurance being mandatory but I would pay for it. I think that automatically let the bidders know that I thought this piece was valuable.

          4. Be prepared to see many listings of the exact same piece no matter who your supplier is. As I said I did not sell much new jewellery but I never used a stock photo from a supplier if there were already listings for that piece. I would also try to change up the title and description so it was unique from all the others.
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    • Profile picture of the author Tirmizi
      First thing would be " pur yourself in customer's shoes" and research for way and means where could you be looking for this product, and what keywords you would be optimizing your website for that .... Then to get targetted customers and website promotion the above posts is goood for startes ...



      Tirmizi
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      • Profile picture of the author blogonator
        Originally Posted by Tirmizi View Post

        First thing would be " pur yourself in customer's shoes" and research for way and means where could you be looking for this product, and what keywords you would be optimizing your website for that .... Then to get targetted customers and website promotion the above posts is goood for startes ...



        Tirmizi
        Correct..A good way would be too attack the search engines by doing proper keyword research..
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  • Profile picture of the author jmackenzie008
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    • Profile picture of the author Hugh Fraser
      Originally Posted by Tirmizi View Post

      First thing would be " pur yourself in customer's shoes" and research for way and means where could you be looking for this product, and what keywords you would be optimizing your website for that .... Then to get targetted customers and website promotion the above posts is goood for startes ...

      Tirmizi
      As Tirmizi has said try to put yourself in their shoes or when the site is complete get someone to go over your copy, perhaps you can get someone from the forum to go over it for you, then you can researching your keywords and read up SEO, to get on the good side of google.

      I hope that's what Tirmizi meant, sorry if I might have taken you down the wrong path at this stage.

      Hugh
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      • Profile picture of the author AlexR
        Matt, this is an area that I looked at a couple of years ago, but my research showed that it wasn't a viable proposition for me for various reasons. That's not to necesarrily say that it won't work for you, but I hope that you have researched your market properly to show that people will buy fine jewellery on line.

        I found that viability depended on the price point and that over a certain price, people prefer to see and feel the jewellery instead of buying from a catalogue on online.

        There is also a very fine line distinguishing fine and throw-away costume/fashion jewellery at the lower end price point, so you have to target your market and your sales copy very carefully.

        Your hardest area will be building up a name, respectability and trust to market fine jewellery. You need to be able to talk the talk to answer people's questions and may be asked to provide valuation certificates to show the quality of the gems used.

        BTW don't forget to insure any stock that you carry.

        I can't help you much with marketing ideas as I never got that far with my business plan before I dropped the idea.

        Alex
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        • Profile picture of the author derekwong28
          I have to agree with Alex. Jewelry is something which people would like to see and touch before they buy. Therefore it is extremely difficult to market online unless they come from well established brands where people can easily see examples in shops but then buy online to get a cheaper price. You will also need to take studio quality pictures in order to sell online. I would really take it very slowly and carefully at first so as to make sure that you are not saddled with too much stock.

          Otherwise, I would have thought that the marketing of a jewelry shop would be the same as for any e-commerce shop. i.e. mainly SEO and PPC, with affiliate marketing and e-mail marketing playing a much more minor role.

          -Derek
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          • Profile picture of the author fm1234
            Gemstones and jewelry can be a very, very tough nut to crack. I've been in the niche for years, and my only significant successes have come from dealing in very cheap stuff (say, under $100) and expensive stuff (high four figures and up.) Almost everything I ever bought with an intent to sell in between those price points ended up on my wife or mother.

            I would suggest doing a very thorough search on your manufacturer. If they aren't truly doing the fabrication, chances are you will be getting burned. Most companies who claim to be "manufacturers" of jewelry are actually "assemblers" putting together parts sourced from various providers, and their prices are simply nowhere near the best you can get.


            Frank
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            • Profile picture of the author JohnMcCabe
              Who buys fine jewelry, and why?

              Men trying to impress women. Women trying to impress other women. Spouses caught doing something serious enough that flowers won't cut it (think Kobe Bryant). Investors who don't trust securities.

              Find the parade, figure out why it's there, and position yourself ahead of it along the route.

              The rest is mechanics, and you've gotten some good suggestions on those...
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  • Profile picture of the author jhongren
    Originally Posted by Elevoution View Post

    I am currently in the process of doing a deal with a Jewellery manufacturer of fine Jewellery (Diamond Rings, Sapphire Rings, Necklaces etc) which I can import into the UK. I've done all the work on making sure the product meets relevant standards.

    Does anybody have any ideas of how I might market the product. I was initally going to start off selling on eBay and take it from there, but there is a lot of potential?

    Matt
    Hi Matt, I would go to where your target customers are.

    Are they high income, middle income or high spender?

    List out where you can find them be it online and offline.l

    And who else are in contact with these targeted customers.

    Lets say Company X has a list of 1000 high spenders on diamonds. Work out a JV with them and do a commission split for them.

    Find a reputable company and you can save the time from building your customer base from scratch and building relationship with them.

    Cheers,
    John
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  • Profile picture of the author Richard Tunnah
    Originally Posted by Elevoution View Post

    I am currently in the process of doing a deal with a Jewellery manufacturer of fine Jewellery (Diamond Rings, Sapphire Rings, Necklaces etc) which I can import into the UK. I've done all the work on making sure the product meets relevant standards.

    Does anybody have any ideas of how I might market the product. I was initally going to start off selling on eBay and take it from there, but there is a lot of potential?

    Matt

    Hi Matt,
    What about offering a free report on the 4 'c's' to look for in diamonds via opt-in. You can promote this via jewellery forums. Build a list then you can market to them.
    That's what I'd do anyway.

    Rich
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  • Profile picture of the author theemperor
    Originally Posted by Elevoution View Post

    I am currently in the process of doing a deal with a Jewellery manufacturer of fine Jewellery (Diamond Rings, Sapphire Rings, Necklaces etc) which I can import into the UK. I've done all the work on making sure the product meets relevant standards.

    Does anybody have any ideas of how I might market the product. I was initally going to start off selling on eBay and take it from there, but there is a lot of potential?

    Matt
    Set up an exclusive shop in Bond Street, London

    Seriously though, you probably need to cut out the computer on this one and go and meet prospects in the flesh. If they are paying $1000s or $10000s I think in general people want to meet their seller and verify his/her credentials.

    Something to look into is how much weight the manufacturers name carries. If it is well known then people may buy online if you can convince them that they wont be scammed.
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  • Profile picture of the author indiatext
    why don't you market the jewellery on the various jewellery forums available on the internet...it would be quite a profitable deal for you...
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  • Profile picture of the author matekat
    I think this is not to tough there are lot of ways of marketing your jewelry you just to contract with some dealer who sell the jewelry in other country and different type of dealer available to sell one product like men they only sell diamond rings and few only sell necklaces .you hire that kind of person other wise you display adds on the newspapers and on different channels they really helpful for your jewelry marketing.
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  • Profile picture of the author noname987
    There are a lot of websites you can post you products. And you can also start off having a jewelry blogs. This will really help you.
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    • Profile picture of the author Zachmo
      Thanks for having this thread, my sister is thinking of putting up a jewelry shop online but as a reseller of one great shop in Los Angeles. She would like to hire someone to set her own website for the reselling shop.
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  • Profile picture of the author hallpart
    The best way to advertise our product is to create a blog and doing SEO of this blog and then you can put all your products on it like diamond rings, bridal sets, necklace and bracelet and also put some special offers and tagged the price of the items its best way to sell your products.
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  • Profile picture of the author Floyd Fisher
    I would try either putting up an ebay store or opening an Amazon store myself. Let them drive the traffic for me...and focus on making the sale.
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  • Profile picture of the author mrjoesmith
    Hi matt,
    I totally agreed with Hallpart, the best option to advertise our product is to create a blog as well as article and applying SEO on that.
    Thanks
    Joe
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  • Profile picture of the author austinkocher
    Latest marketing trend is digital marketing. It is very effective to promote your product. There are various types of strategies such as search marketing, social media marketing, email marketing, affiliate marketing, sms marketing, etc.
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