Digital Delights

Keeping your customers connected through meaningful jewelry

Our industry has been pivoting this year and finding new, or amplifying existing, strategies to connect with their customers from a distance, and we’ve seen a lot of good examples of this on social media.

While many ordinary activities were at a standstill for months, and are still slowed down in many places—dining out, going to the office, taking vacations—special occasions will not relent. Graduates may not have physically walked across a stage this year, but that does not mean they haven’t graduated. Mothers may not have been treated to a big family brunch out, but that does not mean they weren’t given Mother’s Day-worthy love at home. Birthday parties may pack a house, but that does not stop that trip around the sun from coming. 

For customers fortunate to still have discretionary income, these occasions have and will continue to be celebrated and memorialized, many opting to do so with jewelry. And now more than ever, if that jewelry can hold more meaning than ever before, that’s the way we’d like it. It’s a special pendant that says “I love you” when a grandparent can’t be with their grandchild for graduation. It’s a sentimental watch for Father’s Day, sent from a new dad to his own father a few states away. It’s a luxurious self-purchase for a work-from-home mom who wants to treat herself to something spectacular, because, let’s face it, she deserves it.

Customers looking for these things will find them one way or another—marketing tactics need not be aggressive. Instead, what we yearn for is relatable messaging, something that speaks to our hearts. These earrings are worthy of your money because they’ll make you feel beautiful even in your sweats. This pendant can be inscribed with a meaningful message for a best friend in need, an everlasting token of appreciation and hope. Selling to customers right now is like jewelry ad-libbing—a business should present the framework for a worthy sale, and, if in the market, their customers can fill in the blanks.

We see a lot of good examples of this trending on social media. A simple presentation of explicitly meaningful jewelry—beautiful, uplifting, inspiring—offering just the simple beauty in its message, a call to action without explicitly saying so. Here are some of our most recent favorite examples.