This year alone, US consumers will spend more than $933 billion on ecommerce purchases. Accessories, such as jewelry, will see growth of more than 23%. In other words, if your jewelry isn’t available for online purchase, then you’re missing out.

It’s not enough to simply have an online store anymore, though. Online stores are accessible by all, while brick-and-mortar stores are accessible only by those geographically close. With so many options available to consumers, jewelers must learn how to stand out from the crowd.

These five jewelry ecommerce brands are doing what it takes to convince and convert. Every online seller—not just jewelers—could learn a thing or two from their strategies.

Tiffany & Co.

Tiffany & Co., or Tiffany, has a big advantage over most on this list due simply to brand recognition. This luxury jeweler has been around since 1837, and it’s hard to find anyone who hasn’t at least heard of them.

The same legacy that benefits Tiffany could have been a detriment. However, when the tide began to shift toward online sales, Tiffany pivoted quickly and developed a robust jewelry ecommerce site in order to continue thriving. Simply having an ecommerce site isn’t enough, though. Tiffany had to do more in order to remain one of the top 10 jewelers in the world.

Here are just a couple of the things they do well.

Transparency

By tracing the background of every diamond Tiffany sets in a piece of jewelry, the company can ensure—and assure customers—that their goods are ethically sourced. Transparency is key with any company, but as this is a particularly fraught subject, being up front about sources is one key way to keep buyers coming back for more.

Free Shipping

Nothing from Tiffany is cheap. When buyers are willing to shell out thousands of dollars for some of the finest jewelry in the world, it doesn’t cut into Tiffany’s profit too much to guarantee free standard shipping.

It’s a smart move for two reasons. First, it’s a small but powerful way to thank buyers for their purchase. Second, it’s the number one way to ensure buyers who put a product in their online shopping cart will complete the purchase. Studies show the average online store loses up to 75% of their sales due to cart abandonment, and the top reason for cart abandonment is shipping costs. Remove that particular bit of friction, and you’re likely to see higher sales.

Brilliant Earth

Brilliant Earth is making big changes in the jewelry ecommerce space, and their marketing strategy reflects this. That’s how they’ve managed to become one of the top 10 online jewelry brands in 2021.

First-Party Data

Visitors are immediately welcomed by a pop-up offer that asks detailed questions to determine a buyer’s reason for visiting. This is an excellent way to gather first-party data rather than relying on cookies and other behavior tracking tactics, especially since these tracking tools are largely being phased out or even blocked by the latest operating systems and browsers. With information provided directly by consumers, Brilliant Earth knows exactly how to target their audience with their content.

Instagram Shopping

Another great tactic from Brilliant Earth is the use of Instagram’s shopping options. By integrating with an ecommerce platform, often Shopify but other platforms are available, Brilliant Earth can share information about products on each post, with a link directly to the online shop for users to complete a purchase.

Bird + Stone

One emerging jewelry brand is gaining serious traction for doing things a bit differently. Yes, their marketing tactics are similar to many other jewelry e-tailers, but their brand standards are what set them apart from most. Take a look at one big difference that has helped Bird + Stone attract some attention.

The Noble Edge Effect

Studies have shown that consumers are likely to place greater value on products from companies promoting “social goodwill” over others. This is called the Noble Edge Effect, and while some consumers have been become cynical due to an increase in businesses attempting to take advantage of this particular psychological phenomenon, brands that come across as authentic stand to profit mightily.

Bird + Stone makes clear their mission in their website’s menu, with the ability to shop by a particular cause. A quick glance at their social media feeds gives buyers the confidence that this company backs their products and their social stance with authenticity and transparency.

Facebook Shopping

Instagram isn’t the only social platform that makes shopping possible. Bird + Stone has every product from their site listed on their Facebook business page, too. While there, shoppers can also see every category, including those particular causes that are important to them.

ShopWorn

Another emerging jewelry ecommerce brand, ShopWorn, has found itself on the Fortune 5000 list at #3762 after its fastest year of growth in 2020. A look at their online marketing strategy gives a few clues as to how it’s reached this point.

Easy Navigation

Three big standouts on the home page are in clear view for visitors. First, an easy-to-find link to their shipping policy, because transparency is key if you want people to complete a purchase. Take note if you visit the site that domestic shipping is free. Second, very prominent contact information. Third, the ability to register a customer profile, which provides that all-important first-party data.

Payment Plan Options

Payment options like Afterpay and Affirm have changed the way consumers shop. Luxury items seem within reach when payments are as low as $10 per month. In fact, 83% of retailers that use Afterpay report increased conversions and fewer abandoned carts. Retailers using Affirm report up to an 87% increase in the average order value.

Mejuri

Lastly, one jewelry company has made quality jewelry in dainty designs fashionable again. Buyers know they’ll get genuine precious metals and stones without breaking the bank. The affordability could prompt copious gifting, and Mejuri understands this.

Gift Guides

To assist with decisions, Mejuri provides several different gift guides in various categories, from price-based to recipient-based, as well as the most popular gifts. A gift guide is always a great way to increase sales, especially around the holidays. But don’t wait for Christmas; people have birthdays and other reasons to celebrate all year long.

Retargeting

Though several behavior tracking programs are fading away, it’s still possible to retarget buyers who visit your website. If you’re not working to actively bring them back, then you’re missing out on big opportunities. Mejuri popped up in our Facebook feed just moments after our first fact-finding visit.

These and other ecommerce marketing techniques are crucial to standing out in the crowd of online jewelry sellers. If you’d like to explore some options for growing your bottom line through a solid ecommerce marketing strategy, let’s talk.