Jewellery is rarely an everyday purchase. A customer who buys an engagement ring from you this year may not buy again for some time, so a steady flow of new customers matters.
Digital marketing is how most jewellers find those customers now. People search for jewellers on Google, browse collections on Instagram and read reviews before they visit a store.
Below are seven practical ideas for jewellers in Perth and across Australia. You do not need to do them all at once. Start with the ones that suit your business and budget, then add more as you go.
1. Plan around the jewellery calendar
Jewellery sales follow the calendar closely. Build a simple 12-month marketing plan around the dates that matter to your customers, such as:
- Valentine’s Day in February
- Mother’s Day in May
- Father’s Day in September
- Black Friday and Christmas in November and December
Add your own key dates as well, such as collection launches, trunk shows or your store’s anniversary.
Work back from each date. Gift campaigns usually need photography, website updates and ads ready several weeks ahead. A written plan also shows who is responsible for each task, so nothing is left to the last minute.
2. Get your Google Business Profile right
When someone searches “jewellers near me” or “ring resizing Perth”, the map results often appear before anything else. Your Google Business Profile controls how you appear there.
Check that your business name, address, phone number, hours and categories are correct. Add good photos of your shopfront, interior and pieces, and refresh them regularly. List your services too, including repairs, valuations and custom design if you offer them.
Reviews count here. Ask happy customers for a review and reply to each one politely. Keep public holiday trading hours up to date, as people often check before they drive in.
3. Use SEO to be found for what you sell
SEO helps your website appear in Google’s results when people search for the pieces and services you offer. For jewellers, a few areas tend to matter most.
Give each main product category and service its own page. Engagement rings, wedding bands, jewellery repairs and custom design usually deserve separate pages with useful, original descriptions. Copying supplier descriptions word for word gives Google little reason to rank you above anyone else.
Answer the questions buyers ask. Guides on choosing a diamond shape, working out ring size or caring for pearls can attract people early in their research. Write them in your own words, based on what your team explains at the counter every day.
Check that the site loads quickly on a phone and that your address and suburb are easy to find. If you have more than one store, give each location its own page.
4. Reach ready-to-buy customers with Google Ads
SEO takes time to build. Google Ads can put you in front of searchers straight away, which helps around key gift dates or when you launch a new range.
Search ads suit high-intent searches such as “custom engagement rings Perth”. If you sell online, Shopping ads can show your products with an image and price, although they need a properly set-up product feed in Google Merchant Center. Google also offers automated campaign types that run across its networks. These can work well, but they need accurate conversion tracking and close supervision to avoid wasted spend.
Set a budget you are comfortable with, target the areas you actually serve and track the enquiries, calls and sales each campaign produces. Google updates its campaign options and advertising policies often, so check the current details before you start.
Jewellery suits visual platforms. Instagram and Facebook remain useful for most jewellers, and Pinterest can work well for engagement and wedding inspiration. TikTok may be worth testing if your customers are younger.
Short videos usually show jewellery better than still images, because movement reveals how stones catch the light. Workshop clips, ring try-ons, remodelling projects and quick care tips all give people a reason to follow you.
Post consistently rather than constantly. A few well-made posts each week tend to beat daily posts that look rushed. If time is short, social media management can be handed to an agency while you keep approval of what goes out.
6. Keep in touch by email
Many jewellery customers buy again for birthdays, anniversaries and gifts. Email lets you stay in contact between those purchases at little cost.
Collect addresses with consent, at the counter and through your website. Send a welcome email, care tips after a purchase and a few well-timed gift reminders each year. Under Australia’s Spam Act, marketing emails need the recipient’s consent and a working unsubscribe option.
We cover this in more detail in our guide to email marketing for jewellers.
7. Measure what works, then adjust
Marketing improves when you know where your customers come from. Set up Google Analytics 4 on your website, along with conversion tracking for enquiries, bookings, calls and online sales.
Ask in-store customers how they found you, and record the answer. Review the figures every month. Put more into the channels that bring enquiries and sales, and change or stop the ones that do not.
Small tests help too. Try two versions of an ad, a different photo style or a new email subject line, and keep whichever performs better.
Where to start
If you are starting from scratch, your Google Business Profile and website are usually the best first steps, because most other channels lead back to them. A clear brand also makes every idea on this list work harder, and our post on improving your jewellery store branding covers that side.
SLINKY is a Perth digital agency founded in 1998, offering SEO, Google Ads, web design, social media and email marketing. You deal directly with senior people, and there are no lock-in contracts. If you would like to talk about marketing your jewellery business, feel free to get in touch.
