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This is the main question in this competitive industry and we might have the solutions to help you. Whilst every jewellery brand is promising high-quality designs and materials how can you stand out and be the best? Well, it also comes down to visuals, aesthetics, strategic planning, promotion… As we’re typing this it seems there’s more to take in than what’s at the surface. But, don’t worry, as always we’re here to help you and we’re going to share how to overcome your main challenge and start being closer to your business goals ;)
Let’s dive in:
We’ll start by talking about visual competition. If you go on any social media platform and type in jewellery you’ll see stunning bespoke pieces and gorgeous and creative visuals that fight to capture the attention of the audience. So, how can your brand break through the noise? Well, for starters, of course, you need to invest in high-quality photos and videos to showcase the wonderful pieces of jewellery you can create. Next, is to dive deeper into why you’re doing what you’re doing, and what sets YOU apart from the rest. What are you actually delivering to your customers? Take this for example Nike is selling shoes, and Addidas is selling shoes as well, however, if you were to choose a new pair of trainers you’d go for Nike. Why? Because apart from the quality, you know you’re getting your money’s worth, you’re actually attracted more to Nike because of the strategic way they’ve positioned themselves as the ones that get you closer to your goals. They’re not just selling shoes, they’re selling success stories.
If these examples don’t stick, let’s discuss Tiffany’s. Everyone adores their jewellery. They are gorgeous, but, aren’t they selling you more than just diamonds? Aren’t they selling you the idea of love through diamonds? Aren’t they painting a gorgeous ever-lasting love story through the pieces they are promoting?
So, we’re going to ask you again: apart from the pieces of jewellery you create and sell, what are you actually selling? Paint that picture or that emotion through visuals.
Now, balancing an aesthetic appeal with promotion is tricky. Whilst you need to attract the attention of your target audience you also need to promote the products you’re creating and selling. You need to build trust and credibility. How do you do that? Sell them the stories of how you design the bespoke jewellery pieces.
In the jewellery industry trends come and go, as for any other industry for that matter. Today, customers might have a preference for yellow diamonds, and tomorrow they might like emeralds. Today a round diamond cut is popular, tomorrow it might not be. Whilst it’s good to follow these trends to keep up with the demands of the customers it’s best to add your own interpretation of those trends. Showcase your craftsmanship and your expertise. Show why you’re different from other jewellery designers ;)
Now, we’ll talk about navigating platform algorithms. We both know that algorithms frequently evolve to meet the expectations or demands of their users, impacting the organic reach and visibility of your brand on social media. So, how can your jewellery brand not be ‘affected’, well, for starters your social media strategy needs to be crafted strategically on research and be so well put together that these changes will not affect your presence on social media. What do we mean by that? Well, first you need to understand your target audience well and create the content that they want to see on social media. This also involves conducting thorough market research, competitor analysis, and identifying unique selling points to create a roadmap for success. Small changes such as carousels performing better than reels should not be in the way of you reaching and engaging your target audience.
With this being said and done, there’s still one thing: how can you turn engagement into sales? Build a community. Engage with the people that like, comment and follow you back. Thank someone when they follow you - be social, spark conversations and land your pitch ;) You never know when the next jewellery booking might come from.
So, the perfect mix to stand out in a highly competitive market is to pair your organic efforts with your paid campaigns. Bring new people to your brand, use organic to keep them and nurture them and in time turn them into valuable customers.
Finding all this too difficult? Let’s have a chat and see how we can help you stay ahead of the curve. Book your FREE discovery call: