Jewellery Marketing in 2025 – Strategies & Challenges

The jewellery industry is more competitive than ever. Brands are fighting for attention in an oversaturated market, where digital ads are expensive, retailers are struggling, and consumers are more selective about what they buy.

At Scoop International Fashion Show, we spoke to top upcoming jewellery designers about what’s working right now in jewellery marketing.

From social media to influencer partnerships, PR strategies, and the biggest challenges brands face today.

If you’re a jewellery brand looking to stand out, here’s what you need to know about jewellery marketing in 2025.

Jewellery sales are still dominated by retail, with most brands reporting that their revenue mainly comes from brick-and-mortar stores. Despite the continued growth of e-commerce, selling jewellery online is still challenging without a major marketing budget.

E-commerce isn’t easy for jewellery brands. Without strong brand awareness, it’s difficult to convert online customers without spending a fortune on ads. – Formation Co.​

Most brands generate 70-80% of their sales through retail and only 20-30% online, making physical stores their primary revenue source. However, brands with stronger digital strategies, like Little Words Project and Talis Chains, have been able to drive higher e-commerce sales, balancing their revenue streams more effectively.

Little Words Project retail store

• Jewellery is tactile, customers want to see and feel it before buying.
• Paid ads are expensive and require strong brand awareness to be profitable.
• Retailers still hold power, as many customers prefer shopping in trusted boutiques.

Jewellery brands need a hybrid approach. Strong retail partnerships for exposure, plus a solid digital presence to capture online sales without relying solely on paid ads.

Not all marketing channels work the same for jewellery brands. Some platforms drive awareness and brand image, while others are better for direct sales.

Instagram is still the #1 platform for jewellery marketing in 2025. It’s the best place for visual storytelling, where brands can showcase their designs, build a loyal following, and drive sales through both organic and paid strategies.

Instagram is where most of our audience is. Stories, Reels, and influencer collaborations bring us the best engagement. – Caroline Svedbom​

Previously, social media was merely a source of inspiration, but today, Instagram has become one of the primary platforms where shoppers discover, evaluate, and ultimately purchase products.

UGC videos from @carolinesvedbom, @simoneabordeaux and @formation_co

What’s working best?

• Partnering with micro-influencers & brand ambassadors
• Leveraging UGC (user-generated content) to boost engagement
• Mixing organic reach with paid promotions for discoverability

If you’re not using Instagram strategically, you’re missing out on a major revenue driver. Focus on organic content, influencer partnerships, and a clear paid strategy.

Jewelry and fashion brands are increasingly moving away from mass influencer sponsorships in favor of smaller, more targeted brand ambassador or UGC creator programs. Instead of one-off collaborations, long-term, authentic relationships deliver the best results.

“We’d rather work with 10-15 aligned influencers who genuinely love our jewellery than waste money on one-off promotions.” – Simone A Bordeaux​

Simone à Bordeaux collab posts with @maudparys

What’s working best?

• Long-term relationships with aligned influencers
• Ambassadors who create their own jewellery content
• Collaborations that feel natural, not forced

Stop throwing money at random influencers. Build long-term relationships with the right ambassadors who fit your brand.

Content marketing on Pinterest works exceptionally well for promoting seasonal collections and helps position premium products for long-term visibility. As Pinterest also functions as a search engine, products frequently reappear in users’ search results.

Assya London Pinterest board

“Pinterest brings us a steady flow of traffic without ongoing ad spend, it’s perfect for jewellery brands.” – Assya London​

What’s working best?

• Evergreen content (Jewellery guides, gift ideas, and styling inspiration)
• SEO optimised product pins for long-term visibility
• Driving e-commerce traffic directly from Pinterest

Pinterest isn’t just a mood board platform, it’s a powerful search engine for jewellery shoppers. Start using it to drive traffic without high ad costs.

Press coverage and collaborations with celebrities continue to hold immense value. While digital advertising dominates the marketing landscape, being featured in print and online fashion magazines, as well as securing a presence at red carpet events, provides a level of prestige that no paid advertisement can replicate.

“At Caroline Svedbom, we collaborate with Elle and sponsor red carpet events because magazine features and PR give us credibility that digital ads simply can’t buy.” – Caroline Svedbom

What’s working best?

• Magazine features in high-end fashion publications
• Celebrity placements & red carpet moments
• PR campaigns tied to trends or events

If your brand is in the luxury or premium space, PR is still one of the best ways to build credibility and demand.

With all these strategies, jewellery brands still face challenges in marketing.

Jewellery marketing in 2025 is about strategy, not guesswork. As we explored in our previous article on jewellery trends, consumer preferences are shifting, and brands need to adapt both their designs and their marketing approaches.

At Evolut, as a lifestyle marketing agency, we always stay ahead by tracking the latest trends and being where our market is. Whether it’s Scoop International or emerging digital platforms, we help jewellery brands build powerful, future-proof marketing strategies that align with both industry trends and consumer demand.