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  • ClickZ Jewelry Newsletter - 11.28.2024

ClickZ Jewelry Newsletter - 11.28.2024

PLUS: Pharrell’s Tiffany Titan collection brings pearls to the party

Author

Sophie Bruxner-Randall
November 28, 2024 • Reading Time: 7 minutes

Welcome to ClickZ Jewelry, your essential newsletter for jewelry e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Pharrell Williams’ Tiffany Titan collection highlights his signature style through designs inspired by water and Poseidon, featuring a striking mix of bold spear motifs and delicate pearls. This juxtaposition of strength and elegance reflects innovative luxury branding that resonates with modern consumers. The collection offers insights into leveraging celebrity influence and storytelling to create distinct, aspirational designs that captivate diverse audiences.

Reciprocity Jewels returns to NYC Jewelry Week, showcasing responsibly sourced Peruvian gold and bio-jewelry. The event highlights sustainable practices, featuring panel discussions on collaboration in responsible sourcing. Co-founders emphasize transforming the jewelry supply chain, benefiting both creators and consumers, aligning with the Andean principle of ayni.

TACORI has partnered with Clientbook to launch an AI-powered sales assistant designed to enhance client engagement and boost sales for jewelers. The tool provides personalized product recommendations, high-quality images, and real-time purchase notifications, offering a seamless, tailored shopping experience. For e-commerce marketers in the fine jewelry industry, this collaboration underscores the potential of AI-driven tools to deepen customer relationships, streamline marketing strategies, and set a new benchmark for luxury retail innovation.

FOPE Jewelry, rooted in Italian heritage, transforms luxury with innovative designs like the Novecento mesh chain and FlexIt collection. Celebrated for craftsmanship and flexibility, FOPE's global expansion reflects its commitment to quality and family values, offering timeless elegance and strategic insights for marketing professionals in the luxury sector.

Vinca USA teamed up with webcomic creator Sarah Andersen to debut a jewelry line inspired by Sarah's Scribbles and Cryptid Club. The 24-SKU collection sold out rapidly following a TikTok live event, showcasing the power of influencer partnerships and social media-driven launches. This collaboration underscores the value of aligning with creative influencers and leveraging viral platforms to diversify product offerings and drive rapid sell-through in niche markets.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth:

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

ClickZ is a Contentive publication in the DTC Ecommerce division