A jewelry website designed to fit today's online shopping expectations.

It’s no secret that efforts to limit the spread of coronavirus have hit the jewelry industry hard–but that doesn’t mean jewelry sellers are helpless in the face of disruption. As more consumers turn to online shopping, jewelers have a valuable opportunity to prioritize their website initiatives, transform their business, and thrive in the “new normal”.

Whether you are a jewelry brand looking to sell direct-to-consumer or are an established retailer looking for tips on how to sell jewelry online with a digital-first model, this article will help you start transforming your online presence to keep your business relevant and successful during turbulent times (and beyond).

1.  Direct the Buyer Journey

Having a brick-and-mortar store makes it easy for a seller to control the entire shopping experience, whereas in the digital world online shoppers can be browsing and comparing the offerings of multiple sellers simultaneously. For your business to stand out in this competitive environment, you must turn your website into the ultimate destination for your target market.

This means having a laser-focused website that allows you to immediately capture the customer’s attention, speak to their interests, and optimize their buying experience from end to end. Your online store must be able to respond to relevant trends, capitalize on shopping preferences, and provide a streamlined path to purchase. This requires agility and flexibility—for example, you’ll need to spin up promotions on the fly, build pages to address emerging trends, and provide customers with a distraction-free checkout process. A compelling and frictionless website is important not only for driving sales, but also for keeping customers on your site and showcasing to them the value that you can provide.

Learn how luxury jeweler Borsheims quickly pivoted their business to overcome disruption during COVID-19. 

2. Completely Digitalize Your Customer Experience

Having just an online store isn’t enough. To transform your jewelry website into a compelling end-to-end experience, you’ll need to take full advantage of digitalization. This means your storefront must capture the unique nature of your products while bringing what makes the in-store jewelry shopping experience special to the digital world.

Detailed product descriptions, eye-catching imagery, customer reviews, and product videos provide the in-depth product exploration that shoppers want but can’t always get from an online jewelry store. Features like faceted search, personalized recommendations, and clear product categories help set the different shoppers who come to your site on the right path to purchase, while things like product visualizers and virtual try-on features allow customers to experience your products in innovative ways.

Investing in digitalization enables your website to do the work of selling for you, directing customers toward the end-point purchase and setting your business apart as a true digital brand.

Zales’ new “image search” feature on their online store allows shoppers to upload images to find similar products—an effective tool for leading shoppers down the buyer journey. 

3. Expand the Role of Your Sales Team

Going digital will impact your sales team in a positive way. Now that their time has been freed up by a more streamlined website, your sales team can devote more time to interacting with customers and building relationships, humanizing your online store and offering jewelry shoppers the personalized experience they’re looking for.

Implementing tools like live chat, one-on-one video consultations, and virtual showrooms can empower your sales team to offer expert guidance, provide quality service, and follow up with customers post-purchase. This level of connection goes a long way in building customer trust, boosting brand loyalty, and creating repeat customers that sustain your business.

Nordstrom offers shoppers complimentary virtual appointments with a stylist who can help the shopper pair their jewelry and clothing.

4. Engage Your Customers with Relevant Marketing

Jewelers hoping to create a compelling online presence will need to leverage marketing channels to connect with customers. Social platforms like Instagram and Pinterest can help you share eye-catching content and connect with new audiences, while affiliate and search engine marketing can bring relevant traffic to your site.

Marketing enables you to be a relevant and relatable brand, which is something customers value as they continue to shop for jewelry online. To truly connect with shoppers, you’ll want to research current needs and lean into those for your marketing. As shoppers practice social distancing and buy jewelry to treat themselves and commemorate special occasions, you can create content that caters to these needs—consider, for example, creating “working from home” style guides or offering virtual events to educate and entertain the socially-distant shopper.

To appeal to current buying needs, Borsheims posts regular gift guides and trend spotlights on their blog and shares their customers’ wedding proposals on social media.

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Next Steps for Selling Jewelry Online

While the times have changed for jewelry sellers, selling online can reinvigorate your business, attract new shoppers, and re-engage your customers like never before. Digitalizing your shopping experience will enable your jewelry business to seize market control and thrive in the years to come.

If you are looking for an ecommerce platform that can power your online business, Miva provides effective solutions for selling jewelry online.

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