Whether you’re looking for some inspiration or just wanting to check out what the competition is doing, we’ve put together this list of Shopify jewelry stores to inspire your own. 

And it’s not just these Shopify jewlery stores are impressive for their store layout or offerings, but the stories behind how the founders started selling jewelry online is also equally inspiring.

Many store owners started where you likely are now: with a passion to have their own store to sell jewelry and looking to take their side hustle to the next step. 

So let’s check out, in no particular order, their Shopify jewelry stores and the stories behind them.

Vivian Frank – A hobby that became a full-fledged Shopify jewelry store

Vivan Frank was founded by Simona, who previously worked as a production manager for feature films in the film industry.

All that changed however after the birth of her first son, Frank, when she decided to stay at home to raise her son. 

Originally Simona’s ventures in jewelry making started as a hobby where she would design and make pieces for herself. When her friends started admiring her work, she started creating jewelry pieces for them as well.

It wasn’t long before she started selling her jewelry to customers and launched her highly successful online jewelry store. 

Today, Vivien Frank’s jewelry is sold globally and has been garnering atention from magazines such as Annabelle, Vogue UK, and Glamour.

Check out Vivian Frank’s Shopify store here.

Pura Vida Bracelets – A dedicated Shopify jewelry store for bracelets

Pura Vida (Spanish for ‘pure life’) Bracelets is a California-based jewelry business that sells hand-crafted bracelets and jewelry through their online store. They also have offline stores in the form of boutique stores that sell directly to customers.

The inspiration for the online store came when the co-founders Griffin Thall and Paul Goodman met two artisans during a trip to Costa Rica to celebrate their graduation. 

They were so impressed with how the bracelets captured the beauty of Costa Rica that they teamed up with the artisans and started selling them back home. 

Today Pura Vida is a popular Shopify jewelry store that helps over 800 artisans in Costa Rica earn money from their work by selling millions of bracelets every year and is the 40th largest Shopify store in the world. And it’s no longer just bracelets, but also rings, necklaces, and charms among many other accessories. 

Check out Pura Vida Bracelets’ Shopify jewelry store here.

Vincero Watches – An online store primarily for high-quality watches

The story of Vincero Watches started when the three co-founders moved to China to start designing and manufacturing their own products back in 2010. 

What they noticed was an overabundance of watches being mass-produced with as many corners cut as possible to keep costs low. So they set out to create their own watches with their own supply chain to ensure superior quality at every step of the production process.

The end result is the community they’ve built up around their brand who value quality and refuse to wear jewelry made with shortcuts taken. 

And it’s not just watches they sell through their Shopify jewelry store either. The Vincero brand has expanded its jewelry line to include bracelets, sunglasses, and wallets.

Check out Vincero Watches’ Shopify store here.

Vitaly – A Shopify jewelry story for genderless jewelry

Founded in Toronto in 2011, Vitaly prides itself on being an ‘experimental design movement’ producing genderless pieces of jewelry that “build upon the framework of global cultural directions”. 

Most of their jewelry is made from stainless steel because it does not rust or tarnish and, more importantly for their brand, is highly recyclable.

Although the materials they use may be limited, their jewelry range is extensive. Vitalty offers a diverse selection, including rings, pendants, chains, and bracelets.

Check out Vitaly’s Shopify store here.

Molten Store – A unique online store for sustainable and upcycled jewelry

Based in Brisbane, Australia, Molten Store is a jewelry store with a focus on sustainability and upcycling jewelry. 

In addition to producing high-quality jewelry from reclaimed materials, Molten Store also has a “swap your jewelry” program that lets customers trade in their unwanted jewelry for store credit. 

It’s not just about sustainability, though. Molten Store’s core mission is to ‘connect customers with their dream jewelry,’ and they describe themselves as ‘vintage jewelry history buffs.

Perhaps the best way to describe their Shopify store is as the “antique store for millennials.”

Check out Molten Store’s Shopify store here.

Missoma – A top-visited Shopify jewelry store for creative jewelry

Missoma is one of the most visited Shopify jewelry stores in the world. Naturally, they are quite a bit larger than most of the other Shopify stores on this list. But that doesn’t mean they haven’t strayed from their mission or are any less inspiring. 

Founded by Marisa Hordern, Missoma’s mission is to inspire confidence, spark creativity, and fuel collaboration. 

Because of their size, they also have an extensive collection of different types of jewelry and have fantastic product reviews.

Check out Missoma’s Shopify store here.

YCL Jewels – One among the top successful shopify jewelry stores for limited edition jewelry

YCL Jewels was founded by Fabienne, a self-taught artisan jewelry maker and designer who started her business after quitting her job as a nurse.

Although YCL has grown since Fabienne started it in 2013, all of its pieces are still handmade, and most are still designed in-house.

YCL also emphasizes limited edition jewelry, ensuring that once a collection is sold, it is never produced again.

Check out YCL Jewels’ Shopify store here.

King Ice – One of the top Shopify jewelry stores for hip-hop accessories

King Ice is a bit different from other Shopify jewelry stores on this list in that instead of producing feminine pieces of jewelry, they offer high-quality hip-hop jewelry inspired by urban culture. 

Founded in Los Angeles in 2007, King Ice’s specialization in streetwear culture and aim to bridge the gap between artist, culture, and people has led them to become an internationally recognized brand. 

They have also collaborated with plenty of big-name brands including Warner Bros. Viacom, 20th Century Fox, Death Row Records, and Snoop Dogg to supply jewelry in films and music videos. 

Check out King Ice’s Shopify store here.

By Charlotte – A dedicated Shopify jewelry store for spiritual jewelry

By Charlotte was founded in 2012 by Charlotte Blakeney, inspired by her love for ‘semi-precious gemstones, crystals, symbols, and their deeper meanings.

Today, By Charlotte still aims to instill every piece of jewelry they make with “deeper meanings of spirituality and enlightenment” to “inspire and empower the wearer”. 

In addition to their online Shopify store, they also sell jewelry in their flagship boutique store. 

Check out By Charlotte’s Shopify store here.

Gwen Delicious – An online store that sells jewelry for everyone

Gwen Delicious’ story started when its founder, Bonnie Doyle, used to watch her father design and create jewelry in his own workshop. 

Bonnie didn’t immediately follow in her father’s footsteps, however. Originally she had a day job and it wasn’t until she became a stay-at-home mother after health complications with her second child that she started Gwen Delicious. 

What started off as a creative outlet to deal with life’s challenges is now a full-time business and Bonnie’s husband has even quit his job to help the business grow as well. 

In terms of the jewelry, the store sells s a wide range of fine jewelry including necklaces, wedding rings, earrings, and cufflinks. 

Check out Gwen Delicious’ Shopify jewelry store here.

It’s a wrap on some of the most successful Shopify jewelry stores

So there you have it, our top picks for the best Shopify jewelry stores in 2021. 

Hopefully, you’re now excited to start selling jewelry online, or if you’ve already begun, to make improvements to your Shopify store to make it as inspiring as the examples we’ve discussed.

When you get your store up and running, be sure to check out our email marketing for jewelry stores guide to ensure your store is as successful as it can be.

If you know of any other great jewelry stores on Shopify, feel free to mention them in the comments below! 

Frequently Asked Questions (FAQs) about Shopify jewelry stores

The post The 10 Most Inspiring Shopify Jewelry Stores in 2024 appeared first on SmartrMail Email Marketing Blog.

And it’s not just collecting email addresses that they’re great at either. Popups are also useful when it comes to advertising offers, coupon codes, and reducing cart abandonment. 

But if you’ve ever run a popup on your store, you’ll know that the challenge isn’t setting them up, but getting customers to engage with them. 

So, to help you with designing popups that convert, we’ve put together this collection of 10 great examples from some of the top jewelry brands to inspire your own.

Examples of effective Jewelry popups 

1) Missoma’s general popup

Missoma’s popup certainly lives up to the site’s reputation as one of the top online jewelry stores. 

While it may not have any particular stand-out feature or design, it’s a good example of a general jewelry popup that does the job of collecting email addresses well. 

The background image adds a nice touch to the overall design and the heading and body copy is original enough not to be boring. 

The 10% offer one’s first order is also enticing and will help improve the overall conversion rate of the popup.

That said, this offer could be more visible and attention-grabbing. 

With the popup’s current design, customers will only learn about the offer if they bother to read the body text. And as people tend to dismiss popups quickly, you’ll want to make sure whatever incentive you use is immediately obvious. 

2) Example of a simple, typical design

Sometimes the most effective popups are not the ones with elaborate designs but basic ones that get the fundamentals right. 

While the opt-in incentive in this example isn’t as enticing, at least it’s more obvious and not hidden. There’s also a short description of what people can expect by signing up as well as a link to their privacy policy. 

This goes to show you can quickly and easily create an effective popup without having to agonize over its design too much. 

3) YCL Jewels

Another example of a simple and well-designed popup, this example from YCL Jewels also asks for customers’ names. 

Collecting this information will let them personalize their email campaigns later on which will help boost their effectiveness. 

While adding more question fields to your popup can harm its effectiveness, you can get away with just asking for someone’s email address and name. If you want to be really safe, you can also make the name field optional.

4) Highlighting the opt-in incentive

Some of the popups of the list so far, while well-designed, haven’t the best job of highlighting their opt-in incentive. 

Not this example from Baublebar however. This one quite literally highlights the offer with a highlighter effect and bolded text. 

This makes it the first thing people’s attention is naturally drawn to which helps massively with improving the conversion rate. 

While the rest of the popup design may not be particularly inspiring, this is a good example of one that gets hierarchy right. 

5) Kate Spade Saturday

Talk about an attention-grabbing popup design. 

This example from Kate Spade Saturday probably has the most stand-out design on the list thanks to its bold color choice. 

The copy “OH, HEY!” also does a good job of attracting attention. All of this makes it impossible to miss this popup.

The opt-in incentive is then also bolded in the body talk to help it stand out and entice people to sign up to their email list.

6) Popup offering relevant content

What this popup lacks in the design department, it more than makes up for in its relevancy. 

Being triggered on engagement right product pages only, the offer of a free guide on choosing the right ring is likely to resonate with a fair percentage of people who see it. 

It also goes to show that you don’t need to just offer a monetary incentive like 10% or $20 off to grow your email list. 

Often a well-placed and relevant guide like this will perform just as well, if not better, and save you plenty of margin.  

7) Exit intent popup

Unlike the other examples on this list, this exit-intent popup doesn’t aim to collect email addresses. 

Instead its goal is simply to reduce browse abandonment by being triggered when someone goes to close the page or visit another site. 

By redirecting people to their bestsellers, customers who would’ve otherwise have left their site are hopefully shown something that will interest them, giving the jewelry store another chance to make a sale. 

8) Gamified spin-to-win popup

Gamified popups have grown massively in popularity over the past few years.

The interactive element and prospect of winning a prize makes them more enticing which is why they can achieve a conversion rate up to twice that of regular popups.

The other thing to notice about this design is that instead of just being a window in the middle of the screen, it takes up the entire left half of the screen. 

While this ensures that shoppers must interact with it (even if just to dismiss it), you should be conscious of the impact it has on your customer experience if you decide to go with something similar. 

 9) Non-intrusive side popup

If your main concern is not interrupting your customers’ shopping experience, then you might want to consider a non-intrusive side popup such as the one Vivien Frank has on their store. 

Going for a smaller design and having it display only in a corner as opposed to right in the middle of the screen helps ensure you don’t annoy people browsing your site. 

The tradeoff, however, is the smaller and less intrusive you make your design, the fewer people may end up subscribing to your email list. 

10) Popup asking for customers’ birthdays

By Charlotte also has a side popup that’s a bit more attention-grabbing with its contrasting color and image at the top. 

This helps it strike a good balance between being noticeable and not needlessly interrupting the shopper’s experience. 

The other thing this popup does that others on this list don’t is ask for customers’ birthdays. 

This is so that they can send their customers birthday email campaigns later on. 

So that this question doesn’t negatively affect their conversion rate, they’ve made it optional and also explained why they’re asking for it. Two things you should do too if you also want to ask for customers’ birthdays. 

The rest of your jewelry store

Hopefully now you have plenty of inspiration for your jewelry popups. But why stop there?

We also have a collection of great jewelry stores on Shopify in case you are looking for inspiration for the rest of your online store’s design.

Once you start collecting email addresses with your new popup, we also have a comprehensive guide to email marketing for jewelry stores so you can make the most of your email list. 

And once you start email marketing, you can find jewelry email design inspiration here.

For more tips for your popup, check out our guide on popup design best practices. 

The post 10 Great Examples of Jewelry Store Popups that Convert appeared first on SmartrMail Email Marketing Blog.

Not only is email marketing the most effective digital marketing channel, beating out social media and other paid channels, but email lets you communicate directly with your customers. 

That said, for your jewelry store’s email marketing to be effective, you need people to open your emails. 

And the biggest factor influencing your open rate for a particular email campaign is its subject line. So much so that a third of your email list decides whether to open your email or not based entirely on its subject line. 

That’s why we’ve put together this list of 50 subject lines the top jewelry brands have used in the past. 

So whether you struggle with writing catchy email subject lines or are just looking for some inspiration, these examples are sure to help you boost your open rate.

Subject lines examples for jewelry stores

Jewelry email newsletter subject lines

These are good, general subject line examples that you could easily adapt for your upcoming jewelry newsletter.

• Head back to nature with Pandora Moments – Pandora
• The Culture of Design by Cartier – Cartier
• Always dreaming, always innovating – Cartier
• Mix & Layer Your Amulets – David Yurman
• One Ring for You, One for Me – Tiffany & Co.
• A Dedication to Your One and Only – Harry Winston
• A One-of-a-Kind Love – Harry Winston
• A Precious Moment – Harry Winston
• In Perfect Harmony – Harry Winston
• Wear your values | (Re)new Bamboo – John Hardy
• Play it cool in Silver – Monica Vinader
• I want it. I got it. – BaubleBar

Email subject lines for new jewelry launch

Launching a new jewelry collection or introducing new styles is a fantastic opportunity to email about. For this type of email campaign, go with a subject line like the examples below.

• Introducing the new Pandora Colours Collection ? – Pandora
• A new galaxy of High Jewelry – Van Cleef & Arpels
• Autumn Treat for you – new styles added ? – Sif Jakobs Jewellery
• How to style our new pieces – Monica Vinader
• The very latest pieces from M&S – Marks and Spencer
• Luck shines with the new Alhambra creations – Van Cleef & Arpels

Examples with emojis for jewelry newsletters

Adding an emoji to your subject line is a great way to make it stand out in people’s inboxes and get your emails opened.

• Ways to carry her favorite people with her ? – Pandora
• oh. my. goodness. these bags & wallets are everything… – Kate Spade
• Around the ? Bracelets for just $9.99 – Alex and Ani
• How many stars would you give PANDORA UK? – Pandora
• A Beginner’s Guide to Lab-Created ?s – James Allen Rings
• Start Trying on ?s – Virtually – James Allen Rings
• Picking A Diamond? Follow These Tips ? – James Allen Rings
• Diamond Care: Your Go-To Guide ? – James Allen Rings
• YOU’RE INVITED ?? – BaubleBar
• Miss out on fine favorites? They’re BACK ? – BaubleBar

For more emoji tips, check out our guide on using emojis in subject lines here.

Subject lines mentioning a sale

When sending an email about your current or upcoming sale, you’ll want to give it a subject line that gets customers to pay attention and even create a sense of urgency. Just like the examples below do.

• SALE ENDS TUESDAY | Up to 60% off – Monica Vinader
• it’s confirmed! redeem an extra 40% off SALE styles – Kate Spade
• $59 for this crossbody, as a thank you – Kate Spade
• love you here’s $50 off $150+, $150 off $350+ & $250 off $550+ – Kate Spade
• Final day for Buy 2 Get the 3rd Free*! – Pandora
• Gifts for birthdays, anniversaries and special dates – Swarovski
• Enter Now To Win Our New USD$20,000 Summer Jewellery Giveaway! – Blue Nile
• 20% Off Jewelry For All Your Wedding Needs – Blue Nile
• Psst… Pastels Are On Sale, Pass It On! – Kendra Scott

Seasonal subject lines for jewelry newsletters

Whether it’s Valentine’s Day, Mother’s Day, the start of spring, or any other event you’re emailing, you’ll want a subject line that goes well with the occasion. These are examples from top jewelry brands from past events.

• Symbols for the New Year: Faith + Hope ? – Alex and Ani
• Ring in Spring With Bold Pieces – David Yurman
• Your fall favorite, back for spring – John Hardy
• Spring Jewelry Essentials: Diamond Bracelets & More – Blue Nile
• Express your Love with Chopard – Chopard
• Sing Your Heart Out – Harry Winston
• ? Happy Galentine’s Day! ? – Kendra Scott

For more inspiration, check out our subject line collections for the following occasions:

• Valentine’s Day
• Mother’s Day
• Black Friday
• Cyber Monday
• Christmas

Personalized subject lines for jewelry stores

Personalizing your subject line with your customer’s name is a great way to make it stand out and boost your open rate. 

So much so that subject lines that include the subscriber’s name achieve a 17% higher open rate on average. 

• {name}, get an exclusive sneak peek of our new Club Charm ? – Pandora
• {name}, Bring a Tiffany Store Experience to You – Tiffany & Co.
• We hope you had a great birthday, {name}! ? – Pandora

Subject line examples for men

Most jewelry store subject lines tend to be focused on women, but here are a few that were sent with campaigns showcasing male jewelry. 

• Layers of Style: Men’s Bracelets – David Yurman
• A gift for him. Just because. – Swarovski
• Free P&P | Perfect for Father’s Day – Hiho Silver Jewellery
• We put the Midas touch on our Soho watch. – Vitaly

If you’re looking for more subject line ideas for Father’s Day, check out our collection of Father’s Day subject lines here. 

The rest of your jewelry email marketing campaigns

You should now hopefully have plenty of subject line inspiration for your jewelry email newsletters and automations. 

For more help with writing subject lines, check out our guide on writing subject lines here which includes tips on aspects like using call to actions, optimal character length, and more.

But there’s obviously more to an email campaign than just its subject line. 

If you’re looking for inspiration for the content of your emails as well, check out our collection of jewelry email marketing examples here.

We also have a comprehensive guide to email marketing for jewelry stores which takes you through how to set up a high-converting email marketing strategy you might want to check out too.

The post 50 of the Best Email Subject Lines for Jewelry Stores appeared first on SmartrMail Email Marketing Blog.

Unlike social media, email is a direct line of communication where you can reach people at all stages of the customer journey with tailored messages. 

This ability to segment your email list and send relevant messages is a large part of why email has the highest return on investment of any digital marketing channel. Returning on average $43 for every dollar spent.

And this is just as true for jewelry stores as it is for any other business. 

But not all emails are created equally and to get the best return from your email marketing campaigns, it helps to send well-designed emails.  

So to help inspire you when creating your email campaigns, we’ve put together this list of 10 great email marketing examples from jewelry brands. 

Jewelry email marketing examples

1) Francesca’s

This email campaign from Francesca’s is a good example of a typical jewelry email. Especially in how it makes heavy use of product imagery. 

The reason most jewelry emails use plenty of images is because jewelry is something that needs to be seen. There’s no use just talking about it.

Plenty of jewelry businesses will also do what Francesca’s has done and make use of models as this helps people visualize themselves wearing the jewelry. 

2) 1928’s blue jewelry email campaign

1928 has gone with a blue theme in their email design. 

This is a great way to showcase a particular color of jewelry and add some vibrance to your email campaigns. 

In addition to color, you could also base your emails around another theme like a particular gemstone, animal, or design motif.

3) Brighton’s black and white jewelry email

Not every jewelry email has to be colorful. 

Keeping your design black and white allows silvery jewelry to stand out when a colorful design would only distract from the jewelry images. 

Done well, black and white designs can also come across as elegant and high-end.

If these are attributes you associate with your brand, then it’s worthwhile experimenting with black and white designs.

4) Spring email

The beginning of a new season, especially spring, is a perfect opportunity to dedicate an email to. 

This particular email also includes a sale offer, but this is of course optional. The only important thing is that you present jewelry pieces that go well with the upcoming season. 

5) Tiffany&Co

This is an example of a welcome email from one of the world’s largest jewelry stores: Tiffany&Co. 

The beauty of this email design is in its simplicity and relevance of its imagery.

Not only is an image of a gift box a great visual metaphor of a warm welcome, but it’s also the iconic Tiffany’s box.

The clear call-to-action button right in the center of the email also does a great job of funneling customers through to the next step.

6) Astley Clarke

Win-back emails are an essential automation to keep customers engaged with your store. And this email from Astley Clarke is a great example of a win-back email from a jewelry store.

In addition to tempting customers back to their store with a generous offer, this email also outlines 17 reasons why customers should continue to shop with them.

High-quality product images are also added for good measure.

For more win-back inspiration, check out our collection of win-back emails here.

7) Monica Vinader’s animated email

Adding an animated GIF to your email is a great way to great people’s attention and make your email stand out.

After all, chances are you found this email more attention-grabbing than any other in this collection.

When adding GIFs to your email campaigns, it’s important to remember that less is often more. 

If you include overly complicated animations it can become overwhelming and shift the focus away from your jewelry. 

8) Kate Spade

Valentine’s Day is perhaps the most important event of the year for jewelry shops. So it only makes sense to include a Valentine’s Day example of a jewelry email on this list. 

And this email from Kate Spade is a great Valentine’s Day email to include. 

It’s got a simple, elegant design, great copy, and is clearly a Valentine’s Day email. 

For more inspiration and tips, check out our guide on Valentine’s Day email marketing. 

We also have a collection of Valentine’s Day subject lines in case you get stuck coming up with one for your campaign.

9) Halloween email

Valentine’s Day isn’t the only holiday jewelers should be creating email campaigns for. 

There’s also Mother’s Day, Black Friday, and Christmas to name a few. But don’t limit yourself to just the typical holidays either. 

For instance, you can put together a Halloween collection and run a sale just like in this example. Another idea would be to put together a collection of green jewelry for St. Patrick’s Day. 

The other interesting thing about this email is the countdown timer at the bottom. 

Including this is a great way to create a sense of urgency and boost your conversion rates in your sale emails.

10) Monica Vinader

This jewelry email from Monica Vinader showcases some of their newest arrivals. 

From a design perspective, the large hero image does a great job of showcasing their main new item and the smaller product images beneath lets people check out the range of items available.

There are then clear call to actions that make it easy for people to purchase the pieces of jewelry right from the email campaign.

The rest of your jewelry email marketing

Hopefully, you now have plenty of inspiration for your jewelry email design to work with. 

But email marketing is so much more than just sending good-looking emails. For example, to ensure your emails get opened, you need to give your jewelry emails great subject lines.

For more tips and strategy help, check out our guide on jewelry store email marketing. 

The guide takes you through every step of setting up a winning email marketing strategy from getting started and collecting email addresses to more advanced tips and best practices. 

The post 10 Great Jewelry Email Design Examples to Get Inspired By appeared first on SmartrMail Email Marketing Blog.

While it might sound like girls get the better friend with diamonds, trust me, what email marketing lacks in glamor it makes up for in results. 

When your jewelry email marketing plan is executed well, it’ll be more valuable than any diamond you have on offer too. 

And while many jewelers and jewelry retailers put off developing an email marketing strategy out of fear of it being too hard, it’s a fairly straightforward process. 

There’s no reason why any jewelry shop, no matter how small, can’t find success with email marketing. 

That’s why we’ve created this guide: To take you through, step-by-step, how you can implement email marketing for your jewelry business. 

We’ll cover every step from choosing an email app, building your email list, ideas for emails, and how you can save time through automation that’ll drive sales with virtually no ongoing work from you. 

We’ll also include plenty of email examples and show you how you can make your own emails sparkle like your own pieces of jewelry. 

Why email?

As you’re reading this guide, it’s safe to assume that you either want to set up email marketing for your jewelry store, or you’re looking to improve your current strategy to stay on top of things. 

Either way, you might have some lingering thoughts about whether email is worthwhile. 

After all, there are plenty of newer social media channels like Instagram and Pinterest that let you show off high-quality images of your products through a highly visual medium. 

Email, however, has a few not-so-obvious aces up its sleeve. 

You own your email list

Just like how your following on Instagram or Facebook is the foundation of your social media marketing, your email list is the foundation of your email marketing. 

But there’s a big difference between your followings on social media and your email list: You own your email list. 

Social media platforms, on the other hand, control how you can interact and communicate with your audience. And if you’ve done any social media marketing, you know these platforms exert this control over advertisers. 

On Facebook, for example, the average percentage of organic post engagement for a page is as low as 2.27%, and on Instagram, it’s lower than 1%. 

If you want more of your audience to see your posts, you have to pay up to sponsor posts or run paid ads. 

Nobody, however, owns email. Email is an open protocol, meaning that when you send your email newsletter, it’s sent to your entire email list.

Unlike social media engagement, nearly 20% of the average retailer’s email list opens and engages with email campaigns. 

Email is a direct line of communication

Any successful business in any field is built by identifying a target audience of potential customers, engaging them to convert them into buyers, and then maintaining that relationship to build loyalty. 

Email provides the perfect means to achieve this as it provides you with a direct line of communication with your audience. 

As we’ll explore later on, you can also tailor your email messages to people at every stage of the customer journey. This is something you can’t do with traditional advertising campaigns like in print or TV and is much harder to achieve with other digital marketing channels. 

This unrivaled ability to target your messaging to particular audiences is a large part of why email has the highest return on investment of any marketing channel.

In fact, a Direct Marketing Association study found every dollar invested into email generated an average of $43.62 in returns. 

Customers prefer email

Over two-thirds of Americans have stated they prefer hearing from businesses through email. 

Compare this to just 17% who stated they prefer social media. 

People also enjoy receiving email marketing from jewelry stores, with people opting into receiving emails from jewelry at a higher rate than any other industry. 

Developing your jewelry email marketing plan

Now that you know why email marketing is an essential part of any successful jewelry marketing plan, we can get into the steps to setting up your email marketing strategy. 

1) Choose an email service provider

If you’re new to email marketing and haven’t set anything up yet, your first step is to choose an email service provider, or ESP for short. 

An ESP is essentially just a marketing app that lets you store your contacts, design and create emails, and send out campaigns.

There are plenty of options out there, too, including SmartrMail if you use an ecommerce platform like Shopify or WooCommerce.

Regardless of which ESP you choose to go with, there are a few things you’ll want to look for:

• The ability to segment your list. That is, divide your email list into segments of people based on factors like whether they’ve purchased an engagement ring or whether they shop at your store in the lead-up to Valentine’s Day, which will let you send targeted messaging later down the track.
• A variety of email capture options, such as popups and customizable forms, so that you can grow your email list. 
• The ability to automate emails (which we’ll cover later) so you don’t have to send every email manually.
• The ability to integrate with the ecommerce platform you use for any online part of your store.
• Customer support, preferably with a live chat option. This is something you’ll definitely come to appreciate if you’ve never sent an email campaign before.

2) Build your email list

Once you’ve chosen an ESP and got your set up and acquainted with the app, it’s time to start collecting email addresses.

When adding people to your email list, it’s important only to add people who have actively agreed to receive marketing emails from you. 

Sending marketing campaigns to people who didn’t opt-in to your email list can constitute a violation of their privacy and breaches regulations like CAN-SPAM. It can also land your emails into people’s spam folders instead of their inboxes.

So how do you get people to join your email list?

It’s all about your opt-in incentive. 

What is an opt-in incentive?

An opt-in incentive is simply what you offer people to encourage them to sign up to your email list. For example, if you offer people a 5% off coupon if they sign up to your email list, that would be your opt-in incentive. 

As you can probably relate to, people already receive plenty of emails, so they tend to be selective about signing up to email lists unless they think they’re going to get value out of doing so. 

This is why providing an opt-in incentive is important. It’s a way to demonstrate to people that they’ll receive value from signing up to your list.

Creating an enticing opt-in incentive

So what should your opt-in incentive be? 

While a coupon for a certain percentage discount will get people signing up, there are plenty of other non-monetary options as well if you don’t want to discount your jewelry. 

Many jewelers will simply promise to keep people up-to-date with their latest news and while this type of opt-in incentive doesn’t cost them anything, it’s not particularly enticing either.

Remember that the goal of your incentive is to convince potential customers that there’s value to being on your list. 

With that in mind, here are a few opt-in incentive ideas you might want to consider:

• Provide style inspiration in the form of a lookbook that subscribers can download.
• Provide gift guides in the lead-up to events like Valentine’s Day, Mother’s Day, and Christmas.
• Access to sneak peeks on upcoming designs and first dibs on new releases.

Once you’ve created an opt-in incentive that makes sense for your store, you then start letting people know about it. The more people who know about your email list and your incentive, the more people who will sign up. 

Tell customers in your store 

The most obvious way to let people know about your email list and opt-in incentive is simply to tell them about it. 

You can do this by telling people as they browse your store or after they make a purchase. 

To avoid coming across the wrong way, you’ll want to avoid mentioning your email list as soon as they walk through your door. Instead, you should wait until you’ve had a chance to determine whether they’d be receptive to hearing about your email list and if you think they’d be interested. 

Don’t feel like you have to tell everyone about your list either; not everyone is going to want to sign up, and that’s okay. You only want people who are genuinely interested in your list anyway. 

Include a way to sign up for your other marketing campaigns

If you run other marketing campaigns for your jewelry store, like ads in magazines or in newspapers, you might want to consider mentioning your email list in it. 

Of course, people can’t sign up directly through a print ad. So you’ll need to include the website address of a landing page where people can sign up. 

Any good ESP will let you easily create these pages or embed a signup form on your existing website. 

As web addresses are not the most attractive forms of text, you might also want to use a URL shortener so that it doesn’t take up as much space. 

Another option is to include a QR code instead so that people simply just need to scan your ad with their phone. This saves them from having to type in an address and improves their experience. 

Take advantage of traffic to your online store  

If you also run an online store, or if your jewelry store is entirely online, you’ll want to highlight your opt-in incentive to your website visitors. 

Even if you simply just have a website with no commerce functionality, adding a simple form for people to sign up to your email list is an obvious thing to do. 

There are a few main ways to do this: 

• With popups that grab people’s attention when they visit your site
• Whole dedicated pages devoted to explaining the value of your opt-in incentive (these are known as landing pages)
• Simple email forms in the footer or sidebar of your site that aren’t intrusive and in-your-face like popups, but are still visible. Like in the example below from Tiffany & Co. 

Growing a healthy email list

A final word on growing your email list. 

The more you start advertising your opt-in incentive and email list, the faster you’ll start collecting email addresses.

However, keep in mind that a strong email list is not something that appears overnight. Instead, a healthy list is something that grows gradually, but consistently over time and contains people genuinely interested in receiving your emails.

It’s for this reason that it’s important to start growing your email list as soon as possible, but also be careful about adding people who will get value from your emails. 

If you grow your list rapidly by adding just anyone to it, people won’t engage with your emails, and the effectiveness of your campaigns will suffer as a result. 

3) Setting up email automation

Once you’ve started building your email list, it’s time to start sending emails to engage your subscribers.

There’s no number of subscribers you need before you should start sending emails. 

If you wait until you have a certain sized list, by the time you achieve your arbitrary goal your early subscribers may have lost interest in your store. 

One of the primary aims of your email marketing should be to engage potential customers and maintain relationships with existing ones. 

To do this, you should be sending emails out on a regular basis as soon as you’ve collected your first subscriber. 

And the first step to doing this is to set up some email automation that’ll send automatically when people sign up to your email list and engage in other behaviors like making a purchase. 

The good thing about these automations is that once they’re set up, they require almost no ongoing effort apart from the occasional review to make sure they’re still relevant. 

Welcome emails 

Welcome emails are simply emails that are sent to people immediately after joining your email list. 

This doesn’t have to be a single email, either. 

The most successful email marketing strategies utilize multiple emails in their welcome ‘series’ to help nurture new connections. 

Because of this, it’s a common strategy to set up two separate welcome email series: one for new customers and one for people who have signed up to your email list but haven’t yet made a purchase.

If someone hasn’t purchased before, they’ve likely signed up because of your opt-in incentive. 

This means the first welcome email they receive should thank them for signing up and delivering what you promised them. Like in the example below from Molten Store, where they provide the promised $20 credit voucher.

If someone has opted into your email marketing as they were checking out an online order, then the first welcome message should be to thank them for their purchase. Like Hudson’s Bay email below. 

You can view more examples of thank you for your purchase emails here. 

After the initial welcome emails (which should be automated to send immediately after someone joins your list in both cases), you should follow up with a few more emails. 

These emails will again differ slightly depending on whether someone has made a purchase or not.

For people who haven’t made a purchase yet, the emails should nudge them toward making their first purchase. Whereas if they are already a customer, you can be more gentle in trying to make a sale. 

In both cases however, you’ll want to build your brand image by dedicating emails to the following potential themes:

• Introducing your brand values and design philosophy
• Talk about where your jewelry comes from (whether you craft any of it yourself, where your diamonds and other gemstones are sourced, etc.)
• The history of your jewelry business (you can even introduce yourself as the owner to add a personal touch)
• Details and photos of your physical store if you have one (where it’s located, opening hours, etc.; this is particularly relevant if someone has made a purchase online)

For both segments of customers, you’ll also want to space these emails out over increasing intervals. A good way to do this is to:

• Send the second welcome email 24-48 hours after someone joins,
• Send the third 3-5 days after the second,
• Send a fourth one to two weeks after the third.

You can learn more about welcome emails here and learn how to set up them in SmartrMail here.

Abandoned cart recovery

Abandoned cart emails are only applicable if you sell your jewelry online, and if you do, they’re absolutely essential email automation. 

When it comes to people shopping through online stores, for every three customers who add a product to their shopping cart, only one will actually make a purchase. The other two are said to have ‘abandoned’ their carts. 

Online shopping cart abandonment is a major problem for every online retailer, not just jewelers. Trillions of dollars worth of products are left in abandoned carts globally every year.

The good news is that over a third of these otherwise lost sales can be recovered with an abandoned cart email like the one below from Monica Vinader. 

These emails are also very easy to set up and enable.

Ecommerce platforms like Shopify let you enable these automatic emails in literally just a few clicks.

However, if you want more control over how these emails appear and function (such as the timing between when a customer abandons their cart and when they receive a reminder), you will need to use an email service provider that offers this functionality.

You can learn more about setting up and customizing cart recovery emails in SmartrMail here.

Cross-sell recommendations

Cross-selling is when you recommend a customer a similar product to what they have just purchased. 

A jewelry example would be recommending matching earrings based on a necklace someone recently bought. 

While you might already be doing this with in-store customers, the beauty of email marketing is that this process can be fully automated for all customers, including those purchasing from your online store who you never see. 

To set up these emails, you first need to take a look at your catalog and identify suitable pairings. 

Once you have these pairings, you create an email outlining why the recommended product would go great with the original purchase. You then automate this email to trigger after someone makes the appropriate purchase. 

You can find detailed instructions on setting up these automation in SmartrMail here.

If you have a large product collection where setting up these pairings would be impractical, you can cross-sell based on product category instead.

For example, instead of recommending a particular set of earrings for a particular necklace, if someone purchases a gold necklace, you can recommend a range of gold earrings for them to choose from. 

Winback emails

It’s inevitable that some of your even most loyal repeat purchasers are going to go cold and stop purchasing jewelry from you.  

Thankfully, win back email automation help bring these customers back to your jewelry store. 

These emails attempt to ‘win back’ customers by sending a customer who hasn’t made a purchase recently an email. 

For example, you can set it up so that high-value customers (i.e., those who have spent over a certain amount) receive the email after 12 months (as this may coincide with an event like an anniversary or birthday) have passed without a purchase. 

Just like in the example below from Astley Clark, these emails typically contain a special offer or message to entice the customer back. 

These emails will help you retain customers as well as generate sales, all without any ongoing effort from you. 

You can view more examples of win back emails here. You can also learn how to set up winback emails in SmartrMail here.

Other marketing automation you can set up for your jewelry store

The email automations mentioned so far are relevant for every jewelry store and will help bring in the most additional revenue.

There are, however, plenty of other types of email automation that you can set up that we don’t have room to cover here. Especially if you run an online store which will give you a lot more data to work with. 

Some other automation you might want to consider include:

• Birthday emails that give people a reward for their birthday. (You can learn how to automate birthday emails in SmartrMail here).
• Personalized product recommendation emails that look at your store’s data to determine which products customers are most likely to be interested in. 
• Milestone emails where you automate a special email to send every year (or however often) since someone has joined your email list.

4) Come up with email marketing ideas for your jewelry store 

After you’ve started to grow your email list and set up all of the best practice automation, you’ve done most of the work in establishing an email marketing strategy. 

The last step, however, is an ongoing task: to send regular, engaging email newsletters. 

By sending regular newsletters, you’ll keep your existing and potential customers engaged with your brand. When they decide to buy some jewelry, your jewelry business will be top of mind. 

While it’s hard to tell you exactly how often you should send your subscribers a newsletter, anywhere from once a week to once a month is usually fine. 

Any more frequently, you risk annoying people and having them unsubscribe, and any less frequently, the connections you build with your customers will start to fade. 

If you’re wondering what you should include in your email newsletters, here are some ideas for content. 

Introduce new items

An email newsletter is a great way to spread the word about any new jewelry ranges or offerings you have. 

Just like in the example below from Monica Vinader.

You can even segment high-value customers out and send them a ‘sneak peek’ first to show that you value their business before announcing the items to everyone on your email list. 

Sale events

Sending a newsletter to your subscribers about your sale is the single easiest and yet most effective thing you can do to ensure your sale is a success. 

You can even hold sales exclusive for your subscribers as Molten Store has done. 

Providing people with a password to unlock the savings makes the sale feel even more exclusive. The midday to midnight time constraint also generates a sense of urgency which helps to compel people to make a purchase.

Themed email collections

There are multiple themes you can jewelry collections on: modern, traditional, jewelry with a particular gemstone, animal, or design motif, etc. 

For instance, you can dedicate a newsletter to a particular color, as 1928 Jewelry has done.

Seasonal newsletters

The beginning of a new season, like spring or summer, or even the beginning of a new month of the zodiac, is a perfect opportunity to create a collection of jewelry for a newsletter. 

You can even combine this with a new season sale, just like in the email below.

Holidays

Valentine’s Day may be the quintessential holiday for jewelers but there are plenty  of other holidays you can create an email newsletter for, including: 

• Valentine’s Day
• Mother’s Day
• Christmas
• Chinese New Year
• St. Patrick’s Day (good opportunity to showcase a collection of green jewelry)

Some jewelers even take advantage of Halloween in their email marketing.

While you’ll almost certainly want to send a series of email newsletters out in the lead up to Valentine’s Day, it’s up to you which other holidays you opt to use in your newsletters. 

Jewelry email marketing examples

Now that you have a firm understanding of email marketing for jewelry retailers, it’s time to get inspired by examples of emails from other jewelry companies. 

You can use any inspiration you find here to give your own campaigns that extra sparkle. 

Stella & Dot

Aligning your jewelry sale with a charitable cause is a great way to increase the number of conversions. Especially when you’re offering limited edition jewelry that matches the cause like Stella & Dot.

Francesca’s

Jewelry is something that needs to be seen, that’s why it’s important to include high-quality imagery in your campaigns like Francesca’s has done.

Include images of models wearing your jewelry will also help people visualize themselves wearing it. 

Tiffany & Co.

The use of a gift box in Tiffany & Co.’s welcome email is a nice visual metaphor of receiving something of value in one’s inbox. 

The teal color also helps to reinforce Tiffany & Co.’s branding.

Valentine’s Day email 

If you’re looking for some Valentine’s Day email inspiration, this email from Kate Spade is a good example of one.

It’s clean, simple, and elegant. The one thing that could be improved is making the link at the bottom that’s inviting people to ‘Shop Valentine’s Day Gift’ more obvious by having it look like a button.

Conclusion

Email marketing for your jewelry store is fairly straightforward and simple when you know what to do. 

All it comes down to is collecting email addresses, setting up automation, and sending engaging newsletters. And of those three, the first two are largely the only things you need to involve yourself with when setting up your email marketing strategy. 

While your newsletters are an ongoing task, once you find what content works best for your store, you’ll find the process will become a lot more natural. 

And as you can now hopefully appreciate, email marketing delivers the greatest return of any marketing channel, is the best at both acquiring and retaining customers and is largely automated once you have it up and running. 

All of this makes email something you cannot let your jewelry business go without. 

The post The Complete Guide to Jewelry Store Email Marketing appeared first on SmartrMail Email Marketing Blog.