Fine jewellery, like all luxury verticals, is undergoing a transformation thanks to the shifting identity codes of the flexible customer. Across search, social and paid media, rich stories are the new capital brands need to
focus on.

It’s still the same book, just a new chapter for the jewellery industry. Attitudes towards consumption have had a makeover and new rituals are emerging.

In jewellery, some are breaking with tradition as Gen Z perceived the value of an engagement ring somewhere between $100-$999. Others are spinning a modern twist on established norms — women buying themselves jewellery more than ever before while the percentage of men accessorising has risen steeply.

Both a contributor and result of these shifts and twists is the power of storytelling and perceived value. Jewellery brands are some of the best at writing vivid narratives for their own names and their clientele.

From true tales of modern love to stories of pre-loved pieces or accounts of nature’s beauty, the narratives brands weave around campaigns, collections and individual stones give context to brand-to-customer connection.

These stories begin in branding; in thoughtful positioning and strategy, but they’re strengthened through marketing efforts. To extend that context and connection across every touch point. And when it comes to digital, search, social and paid media are the cornerstones that count.

It’s still the same book, just a new chapter for the jewellery industry. Attitudes towards consumption have had a makeover and new rituals are emerging.
In jewellery, some are breaking with tradition as Gen Z perceived the value of an engagement ring somewhere between $100-$999. Others are spinning a modern twist on established norms — women buying themselves jewellery more than ever before while the percentage of men accessorising has risen steeply.

Both a contributor and result of these shifts and twists is the power of storytelling and perceived value. Jewellery brands are some of the best at writing vivid narratives for their own names and their clientele.

From true tales of modern love to stories of pre-loved pieces or accounts of nature’s beauty, the narratives brands weave around campaigns, collections and individual stones give context to brand-to-customer connection.

These stories begin in branding; in thoughtful positioning and strategy, but they’re strengthened through marketing efforts. To extend that context and connection across every touch point. And when it comes to digital, search, social and paid media are the cornerstones that count.

Other times prospective buyers may be more interested in a specific statement piece, perhaps in response to a resonating trend or a desire for a timeless product with heirloom potential.

In these cases, your audiences’ search will be more brand agnostic, but they’ll still be highly specific — expecting to find precisely the piece they have in mind.

3 actions to optimise search for luxury jewellery brands

Embellish your place on browsers

Make branded search results your shop window. Own your contribution. Track popular agnostic searches and pivot to meet demand. Capitalise on every component of the results and be highly polished across all verticals.

Lean into trends and timeless classics

Luxury brands are not servants of trends. But they don’t ignore them either. They’re your opportunity to grow brand awareness — especially if you’re a leader of the mode. Create rich, discoverable pages for trends as well as your timeless classics, you’ll captivate far more prospects.

Tell stories with expertise

Solid landing pages — as vital as they are — won’t be enough for ambitious luxury brands when it comes to SEO. You need to tell compelling, authentic stories, backed by context and calibre. Call on your experts to evidence your full experience and why you’re a name to add to their collection.

An example of copy with an Instagram embed below it

80% of brands say that their community-building efforts have resulted in increased traffic.



As the number one channel for brands to connect with their customers, investing time and resource in fostering an engaged and hyperconnected social media community is incredibly worthwhile.



Connection is the new currency with discerning consumers. Relatability, trust and transparency are differentiators between those who stay permanently bookmarked and those who get lost in the scroll.

The paid media landscape is fast-changing. New social platform heavyweights coming to the fore while Google and Microsoft lean sharply into machine learning and artificial intelligence within ad accounts.

Many controls have been taken away from advertisers and with bidding models and targeting adjustments being removed, it’s now more important than ever for brands to separate themselves from the competition through a number of means.

Luxury jewellers must make the move from a product mindset to one of experience, bridging channels in a media saturated world to break into new audiences and catalyse initial contact through to loyalty.

The paid media landscape is fast-changing. New social platform heavyweights coming to the fore while Google and Microsoft lean sharply into machine learning and artificial intelligence within ad accounts.

The audiences that will make meaningful transactions and remain life-long supporters of your brand are not typing “luxury diamond watch” into a search engine. Nor are they prepared to sift through pages of products masquerading as “luxury”, in the hopes of finding something that will provide sufficient cache.
Your audiences are discerning and precise — defining qualities they bring to search.

It’s highly likely that they’ve already encountered the brand via a relative, a friend, an icon, an influencer. Someone with gravitas.

This is an h2 heading with an example of copy with quote embed below it

The paid media landscape is fast-changing. New social platform heavyweights coming to the fore while Google and Microsoft lean sharply into machine learning and artificial intelligence within ad accounts.

Many controls have been taken away from advertisers and with bidding models and targeting adjustments being removed, it’s now more important than ever for brands to separate themselves from the competition through a number of means.

Luxury jewellers must make the move from a product mindset to one of experience, bridging channels in a media saturated world to break into new audiences and catalyse initial contact through to loyalty.

This is an h2 heading with an example of copy with quote embed below it

The paid media landscape is fast-changing. New social platform heavyweights coming to the fore while Google and Microsoft lean sharply into machine learning and artificial intelligence within ad accounts.

Many controls have been taken away from advertisers and with bidding models and targeting adjustments being removed, it’s now more important than ever for brands to separate themselves from the competition through a number of means.

Luxury jewellers must make the move from a product mindset to one of experience, bridging channels in a media saturated world to break into new audiences and catalyse initial contact through to loyalty.

3 actions to optimise search for luxury jewellery brands

• Embellish your place on browsers
• Embellish your place on browsers
• Embellish your place on browsers