The jewellery industry is more competitive than ever. Consumers have countless decisions, and standing out requires greater than just a fantastic product, it takes smart marketing, strong storytelling, and a brand that knows its audience inside out.
At Scoop International Fashion Show in London, we spoke to top jewellery designers about what’s really working in marketing right away. From high-impact social media strategies to real-life brand experiences, here’s what successful jewellery brands are doing in a different way in 2025.
1. Selective Influencer Partnerships Over Mass Collaborations
Jewellery brands have learned that throwing free products at influencers and hoping for sales is a waste of time and budget. Instead, targeted ambassador programs with handpicked influencers are proving to be far simpler.
“They’ve just sort of targeted their ambassadors – individuals who genuinely love the pieces. Instead of paying lots of of influencers, we work with 10 really strong profiles that carry that zeal to their followers.” – Caroline Svedbom
What’s working?
- Long-term relationships with brand ambassadors as a substitute of one-off influencer deals
- Micro-influencers with highly engaged audiences
- Collaborative content creation (not only gifting but involving influencers in campaigns)
Marketing takeaway:
If your brand continues to be chasing random influencers with big follower counts, stop now. Instead, construct a solid core of brand-aligned ambassadors who naturally suit your jewelry and audience.
2. User-Generated Content (UGC) & Raw Authenticity
The polished, overproduced ads are losing their edge in 2025. Consumers now trust real people wearing real jewellery in real situations. That’s why brands are shifting towards UGC (user-generated content) and raw, behind-the-scenes storytelling.
“We rely heavily on user-generated content – our customers love showing how they wear their jewellery, and that sort of social proof is priceless.” – Formation Co.
What’s working?
- Customers share how they wear and magnificence their jewellery
- Brands resharing customer content on social media
- Less studio-shot content, more lifestyle imagery, and on a regular basis wear
Marketing takeaway:
Encourage your buyers to create and share content by making them feel a part of your brand. Run UGC challenges, repost their styling ideas, and showcase real people over models.
3. The Power of In-Person Brand Experiences
Jewellery is tactile, people need to see, touch, and feel it before they buy. That’s why pop-up shops, exclusive events, and in-person experiences have gotten a critical marketing tool in 2025.
“We’ve hosted intimate events where customers can experience the jewellery in a social setting. It’s all about creating moments that folks remember.” – Love Letter
What’s working?
- Pop-up stores and showroom experiences (temporary but high-impact)
- VIP jewellery styling events for high-value customers
- Collaborations with luxury hotels, resorts, and fashion retailers
Marketing takeaway:
Even in the event you’re an online-only brand, consider limited-time physical experiences. Host a pop-up, a styling event, a luxury gifting suite, or anything that makes your brand real beyond the screen.
4. Omnichannel Marketing – Beyond Instagram & TikTok
While social media continues to be essential, successful brands aren’t counting on just one or two platforms, they’re constructing an omnichannel marketing strategy.
“Our customers don’t just find us on Instagram. They might first see us in a boutique, then Google us, then see us again in a magazine or an influencer’s post. It’s about being present all over the place.” – Talis Chains
What’s working?
- Mixing organic and paid traffic (Instagram + Google Ads + PR features)
- Using Pinterest for jewellery discovery (high purchase intent)
- Strong Google search engine optimization strategy (rating for jewellery-related searches)
Marketing takeaway:
Don’t put all of your energy into one social media platform. Build a 360-degree brand presence that features search engine optimization, influencer marketing, PR, and multi-channel promoting.
5. Ethical Jewellery & Transparency as a Marketing Hook
Sustainability in the jewellery industry is not any longer a selection, it’s a necessity. Every brand we spoke to at Scoop International has used ethical sourcing and sustainable practices as a core a part of their business.
“I’m very proud to say that this collection has got Fairmined certification, which will not be very easy to realize. All the silver and gold used in this collection come from mines which were checked, verified, and ensure fair wages for employees.” – Assya London
What’s working?
- Clear sustainability messaging on web sites and packaging
- Transparency about materials, sourcing, and production
- Certifications like Fairmined gold & recycled metals
Marketing takeaway:
If your brand prioritises ethical practices, ensure that customers find out about them. Show them where your materials come from, the way you minimise waste, and why your brand is different.
Final Thoughts – What Jewellery Brands Must Do in 2025
Jewellery brands can’t just depend on products anymore. To stand out in 2025, they need sharp marketing, daring storytelling, and a deep understanding of how modern consumers think.
- Ditch generic influencer marketing – work with real brand ambassadors as a substitute
- Turn customers into content creators – UGC is essentially the most trusted marketing tool
- Invest in real-world brand experiences – pop-ups, VIP events, and exclusive launches
- Think beyond Instagram – Pinterest, search engine optimization, and omnichannel marketing drive long-term success
- Be radically transparent about sustainability – customers demand to know where their jewellery comes from
At Evolut, as a lifestyle marketing agency, we at all times stay ahead by following the most recent trends and being where our market is. Whether it’s at events like Scoop International or on latest digital platforms, we imagine success comes from staying present, adapting, and understanding the changing world of lifestyle marketing.
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