Jewelry Marketing: 3 Ways to Add Bling to Your Business

We all know it’s what’s on the inside that counts – but let’s be honest, the outside matters, too. When it comes to marketing, it matters a lot. Whether customers are browsing in your jewelry store or scrolling your online selection, the presentation is what takes them from first impression to final purchase.

One simple way to stand out? A custom backing card. Essential for accessories of all kinds, jewelry backers should be creative and engaging, but more importantly, represent your brand and the story you’re trying to tell.

Custom Bookmarks helped Julie Fjell, artist and owner of Julie Fjell Designs, do just that. “I’m a small business but still wanted a sleek, professional look,” she said. “I chose the bookmark to adapt [my backers] to because they were the closest in size.”

A premium online printer like Smartpress gave Fjell more customizing options than just size, including paper stocks, drilling options and laser cutting. “I loved that I could personalize my project to the exact size and even add holes to make items easier to attach to the card.”

Debbie Thompson, creator and owner of Tom Design, turned our Premium Business Cards into premium backers for her custom jewelry. “We use these to package our gemstone jewelry [and] feel it takes our jewelry to an upper level of customization,” Thompson said.

Like Fjell, Thompson needed the design freedom that our custom business cards offer. “I love Smartpress’ options and ability to make custom sizes and finishes,” she said. “Each item is customized perfectly for our jewelry packaging needs.”

Whether you mail them or hand them out, jewelry catalogs are a traditional tactic that continues to pay off. To up your foot traffic or online visitors, think outside the lookbook box like Emilee Bumgarner did. As Audigent’s assistant creative director, Bumgarner explored Saddle Stitch Booklets in an unusual size to promote the Extensible brand.

Bumgarner treated booklets like brochures “to give insights and details about the brand as a whole, as well as showcase the beauty of the jewelry and designs.”

And with pages stapled cleanly through the fold line, a saddle stitch binding with a UV coating was the only way to go. “Saddle stitch provides the most seamless and elegant finish, which is the overall design goal of the piece,” Bumgarner said. “They significantly increase brand awareness.”

Paula McDowell, president of the Alliance for Metal Clay Arts Worldwide (AMCAW), also used saddle stitched books in a non-traditional way – she turned them into wall calendars. Featuring jewelry pieces created by AMCAW members on each month, McDowell’s booklet is a clever way to make the promotional functional.

“AMCAW’S mission is to encourage a flourishing international metal clay community by nurturing artistic and instructional excellence and providing resources to inspire, engage and support artists of all levels,” said McDowell. “This calendar is the essence of this statement.”

Not ready for a full product catalog but still want to provide ample product information? Follow Ruthie Crawford’s lead and design custom Sell Sheets instead. As the owner of Harlow Jewelry, Crawford saw an opportunity to promote her products and stick to her budget at the same time with full-color sell sheet printing.

“I made the sell sheet as an alternative to adding a few pages and reprinting full catalogs at a much higher cost,” Crawford said. “I was able to show my customers my new products with a quick and easy sheet rather than sending a full catalog.”

You can print your own jewelry sell sheets with perforation for instant tear-off coupons or business cards. Or take advantage of shrink wrapping to protect and store your assets until you’re ready to use them.

So you’ve nailed the presentation, the promotion was a huge success, customers are buying – it’s all going according to plan. It’s here that we come to the final P in our jewelry marketing strategy: package inserts.

Easy to slip into shopping bags at the cash wrap or shipping boxes before they’re sent, packaging inserts are the unsung heroes of marketing. For inserts that continue the sale, strengthen brand loyalty and educate your customers, we turn to custom Postcards and Business Cards.

At Smartpress, both of these marketing staples can be personalized by size, stock, finish and more. Meaning? You can create any and all kinds of inserts.

Think product info cards, event announcements, thank yous, loyalty program and contact info, care instructions and samples. (We’ve got even more package insert ideas here.) The possibilities are endless – and so is the ROI potential.

Plus, our business card printing includes magnet and gold, rose gold, silver and holographic foil options to amp up the unboxing experience.

Hint: Want more postcard printing? See how to utilize them for more than just inserts: Postcard Marketing: Creative Ideas to Convert & Connect