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  • ClickZ Jewelry Newsletter - 12.18.2024

ClickZ Jewelry Newsletter - 12.18.2024

Plus: Cartier dials down Europe, amps up Asia sparkle

Author

Sophie Bruxner-Randall
December 18, 2024 • Reading Time: 7 minutes

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Welcome to ClickZ Jewelry, your go-to newsletter for jewelry e-commerce professionals. As the holiday season approaches, we're here to help your campaigns sparkle and your sales shine! This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year!

Cartier is strategically toning down its holiday marketing in Europe and the UK due to economic challenges and geopolitical tensions. Despite high demand for luxury items, the brand aims to align its messaging with current consumer sensitivities, while adopting a more festive approach in Asia and the Middle East.

Thomas Markle Jewelers has strategically elevated its customer experience with a 7,000-square-foot European-style store in The Woodlands, featuring distinct brand areas, a bar, and private rooms. This experiential approach underscores the growing demand for personalization and engagement in luxury jewelry retail. The bespoke chandelier and addition of new luxury brands reflect a focus on aspirational storytelling and exclusivity—key elements for jewelry marketers to replicate in their online channels through immersive product pages, personalized recommendations, and virtual consultations.

Buccellati plans a significant expansion, increasing its workforce by over 500 across seven workshops in Italy and Switzerland. This strategic move aims to meet growing demand in Europe, North America, the Middle East, and Asia-Pacific, focusing on jewelry, silverware, and watches, enhancing production and artisan well-being.

Selena Gomez announced her engagement to Benny Blanco. The ring boasts a classic design, with historical roots in 18th-century Paris. The engagement highlights the enduring appeal of marquise diamonds, offering strategic insights into luxury branding and consumer trends.

Roberto Coin jewelry, inspired by Venice's rich history and artistry, blends traditional Italian craftsmanship with contemporary design. His collections, like Venetian Princess, reflect the iconic architecture and culture. Coin's strategic focus on innovation and quality ensures his brand's continued relevance in the luxury jewelry market.

Trove NYC store, designed by Tali Roth, showcases unique lacquer jewelry boxes and hosts aDesigner in Residence program, enhancing brand storytelling and community engagement. The store strategic focus on experiential retail and partnerships aims to build brand awareness and explore future retail expansion opportunities.

Influencer Corner 📣

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Rosa Chow on LinkedIn: The "Bloodline Awakening" of Chinese Jewelry

In recent years, the rise of new Chinese style has propelled traditional jewelry, such as gold and jade, into mainstream fashion, supported by increasing cultural confidence among Chinese consumers.

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

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