Common Mistakes That Can Prove to Be Detrimental for Jewellery Designers in Online Business

Common Mistakes That Can Prove to Be Detrimental for Jewellery Designers in Online Business

The jewellery industry has been flourishing. Jewellery designers are creating their presence online as the digital world is growing and the customer base is shifting to online buying. So the jewellery designer needs to pay more attention towards online business. However, there are some common mistakes jewellery designers make in online business.

Related : Why Indian Jewellery Designs are Famous in International Market

Inconsistent or Bad Photography

Visual images of your designs are your best marketing tool for online business. Consistent, quality photographs are a key to looking not only professional but also making more sales online and off.  Having great photos is the first gateway to get a buyer to notice your work. A quality image of jewellery, will not only make the product itself look great, it will give a high-quality impression of your entire brand, particularly if all the images have a unique and consistent “personality” or “look and feel”. Strong marketing images have uses far beyond your website. Instagram and Pinterest are popular social media networks that are built around visuals. So invest in top photography and consider it as an investment that will return your money back in sales.

Related : #7 Trends That Will Shape the Jewellery Industry in 2018

Not Investing in a Website

Third party websites like can be an awesome place to get sales and traffic. However, nothing beats having your own branded website. It provides legitimacy for your brands allows you to capture prospects or leads and creates a place for people to learn more about the brand resulting in more sales over time. Most jewellery designers know little about web design and web marketing. This often leads to a failure to understand the true costs of running a successful website. You should look on a website as bricks and mortar shop. Would you hire a teenager to decorate your new shop for a couple of hundred pounds? Or would you hire a professional shop outfitter and designer? If you needed the electrics refitted in your shop, would you choose the cheapest cash in hand tradesman going, or would you get someone reliable in to do the job? There is an old phrase: if you spend peanuts, you get monkeys. This is very applicable to website and e-commerce design. Quality does not come cheap, and if you can’t afford it, don’t do it.

Avoid Marketing Themselves and Magically Expect to be Found

So you had your amazing collection manufactured and you put it all up on your e-commerce platform. But no one is buying. This is because you aren’t marketing it. If you aren’t putting your jewellery brand out there, you can’t expect to get sales. Create a strategic marketing plan and always be marketing!

Related : How Technology Has Changed the Traditional Gems and Jewellery Industry

Not Using Integrated Payment Gateways

A payment gateway authorizes payments for retailers in all business categorizations. They ensure that sensitive information, such as credit card numbers, entered into a virtual terminal or on an E-commerce website, are passed securely from the customer to the merchant and from the merchant to the payment processor through the use of encryption. So not using integrated payment gateways makes it less user-friendly. Hence there can be a reduction in the customer base.

Not Maintaining a Social Media Presence

Social media gives brands an opportunity to directly engage with their customers. Strong and consistent social media presence is the key to a successful online business. Often you can find a brand sharing the same posts across all their accounts on Facebook, Instagram, Twitter, Google+ and Pinterest. Although each platform tends to have its own user base, you will find that most people have an account on all of them. Once they find that you post identical content across all social media, they will stop following you on all but one- resulting in you losing the outreach and engagement. Having a messy social media profiles with irregular, poorly thought-through posts leaves visitors with an impression of an unorganised and unprofessional company.

Boost Your Business Using Influencer and Referral Marketing

Boost Your Business Using Influencer and Referral Marketing

Influencer marketing has emerged from being just a trend to a widely preferred marketing channel because it is extremely effective. Influence is power and influencer marketing is an art of making and manipulating purchasing decisions of your customers.

According to a case study, businesses are making $6.50 for every $1 spent on influencer marketing. But what if I tell you there is something which can help you generate 5X or 10x your ROI from influencer marketing. Interesting right!!

Do you want to know how you can 10x your ‘Influencer marketing’ and make an automated marketing pipeline that reaches millions by itself? If yes, then please keep reading…

Every Intelligent marketer knows that people trust recommendations for buying and trying new products and this is the reason Influencer marketing is so effective. You can 5x or even 10x this social effect by using referral marketing.

There are 3 basic and important things every business needs to succeed-

1.) Increased revenue

2.) Reduced cost

3.) A larger market share.

Your business too can achieve all of the above by opting for an influencer promoted referral campaign. Follow the 5 steps below to create a perfect influencer referral campaign and make thousands of brand ambassadors for your brand.

Set Things Up

You will need to set up some features and tools in your online store or landing page before you start to plan your campaign.

What will you need:-

1. Influencer Outreach and Tracking Software. – You can use any influencer marketing software for your campaign to find influencers. This will make it easier for you to find out influencers and track ROI.

2. Referral Marketing Platform. – This is a mandatory requirement for this type of a campaign. You should have a referral system in your online store or website. This will help you keep a track and incentivize your referrer.

Define Your Goals

Always begin by keeping the end goal in mind. Different people have different goals depending on their product and Niche. For Example, someone who is selling event passes for a dog show may have a goal of creating awareness and creating buzz among people. On the other hand, someone who is selling pet food may have a goal of getting positive reviews and referrals from it.

A properly planned and optimized Influencer campaign drives the interaction of multiple audiences with your brand/product.

Since you have an Influencer and referral system now, let’s prepare your campaign.

Develop a story

Influencer marketing is all about stories and magic that your product will offer to the influencer’s audience. Always remember that people follow an Influencer because their content adds value to them.

If you want to rock in influencer marketing, make sure that your product adds value to the content you create for or with the Influencer. The best marketing does not feel like marketing, it feels like magic.

The best way to do that is by allowing the influencer to be himself or herself and add your product to that piece of content in a very organic way.

Offer an Influencer Exclusive Promotion.


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This is the best way to increase brand awareness. Proposing an influencer exclusive offer or promo code will connect your brand to an influencer. People will always think of your brand or product when they interact with any of the other posts of that influencer. This is like retargeting your consumer mindset.

Plan your Referral Campaign

5th step is to plan your referral campaign, which you will promote through the Influencer. Here you can incentivize (with a gift card or a free bonus product) or give discounts (Example refer 1 friend and get 10% off) to people who share your product to their friends and family.

The second thing you can do is to make the audience create content by creating a contest or a giveaway. The more the people create content about your product, the better the sales number. As the consumers trust recommendations from their friends and are aware of celebrity endorsements, it works like magic.

This how you used both the influencer as well as the audience of the influencer to promote your brand/product/service. This is how you can create a marketing machine. Now, this marketing funnel will multiply itself until you are running your influencer exclusive special promotion.

Key Takeaways

1. Always remember above everything, marketers must Know that any word-of-mouth campaign begins with a great product and convenient customer service.

2. To make an influencer of your customer into your brand’s ambassador, you must have a great referral marketing plan that is built on your overall marketing plan

3. Authenticity is meaningful. Your customer should feel the need of having a conversation with your brand. Make your customer satisfied with your product or service