As a jewelry maker, you want to get your brand out there and seen by new customers. It can be done through various marketing tactics, from participating in markets to generating Google Reviews.
Fashion and jewelry are saturated industries, making it challenging to stand out. The following innovative approaches can help you boost your necklace chains’ marketability.
Embrace Emotional Selling
Embracing emotional selling can be an effective strategy for jewelry brands, as it can evoke a customer’s desire to purchase the product. According to the book “How Customers Think: Essential Insights into Their Minds,” 95% of purchasing decisions are made in a consumer’s subconscious mind, and emotion is essential in influencing those decisions.
The key to successful emotional selling is ensuring that each product has a detailed description that effectively voices all its aesthetic characteristics and ignites the consumer’s level of desire. However, this can be difficult as many online products have similar designs and features.
One way to avoid this challenge is by working with local retailers and allowing them to carry your jewelry line. A successful partnership with a local retailer can benefit your business by increasing exposure, helping you grow your marketability, and providing additional opportunities for sales.
Add a Personal Touch
Getting local exposure is vital for any jewelry business. Work with retailers in your area to get them to carry your products, or consider joining fairs and other events that can introduce your jewelry to a new audience.
Business cards are an easy and effective way to share company information with potential customers. Add a time-limited discount code or other incentive on the back to help encourage leads to visit your website.
Permission-based email marketing is a powerful tool for jewelry businesses to use. Send monthly newsletters with links to product pages or tell your subscribers about upcoming sales and holiday promotions. Use customer reviews to boost your Google ranking by asking for feedback after each sale. Then, feature UGC on your social media accounts to foster brand loyalty.
Create Layered Necklaces
When done right, creating layers of necklaces can look effortless and chic. Layered chains are often worn on solid tops, which allows them to complement–not compete with–the overall outfit.
One important consideration when building a layered neck stack is length. Ideally, each necklace should be a different length to avoid a tangled mess. It is especially true for shorter necklaces, like a choker, princess, or matinee.
Mixing necklaces of different lengths can create visual variety and add interest to a layered chain look. It can also add texture to a stack. Smooth gold chains and polished gems can provide a sleek and sophisticated appearance, while rough-textured beads or leather add an edgy element to a necklace layer.
Including a Flat Gold Chain
There are numerous kinds and designs available for gold chains. While all chain styles rely on the same principle of linking rings to create a long necklace, treatment methods such as imprinting, hammering, and hatching make each one distinct.
Chunky twisted oval links, also known as Cuban link chains, are popular and typically feature varying widths of links that increase near the necklace’s clasp. Exaggerating this concept by using flattened solid links parallel to each other can create a more fluid and elegant look.
Adding a flat gold chain to your jewelry collection can enhance the marketability of your pieces. It’s a simple way to add more dimension and versatility to your collection, and it pairs well with almost any pendant style.
Getting your jewelry business off the ground takes more than just a well-designed website and social media accounts. To attract your target audience, you must identify the best marketing ideas to increase brand visibility.
Ad platforms like Facebook allow for targeted ads to reach potential customers. In addition, email blasts can help nurture leads into customers.
Investing in product photography can also make a difference. Detail/product photos offer a clutter-free look for collection pages, while lifestyle shots can help nudge customers to combine your jewelry with other accessories (an excellent strategy for upselling). You can collaborate with local retailers to showcase your products in their shops.