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  • ClickZ Jewelry Newsletter - 11.07.2024

ClickZ Jewelry Newsletter - 11.07.2024

PLUS: Awe Inspired’s Charm-ing Celebrity-Driven Sales Boost 💎

Author

Sophie Bruxner-Randall
November 07, 2024 • Reading Time: 7 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Gecko Jewellery partners with Laura Ashley to launch a new Christmas collection featuring necklaces, earrings, bracelets, and rings. Inspired by Laura Ashley's heritage designs, the collection includes Camelot, Bows, and Wild Meadow lines. Crafted sustainably, these pieces reflect Gecko's commitment to responsible luxury and exceptional craftsmanship, perfect for cherished, lifelong wear.

Awe Inspired, a DTC jewelry brand, has seen a 45% sales increase this year, leveraging celebrity endorsements from figures like Taylor Swift. The brand focuses on meaningful jewelry, such as goddess pendants and charms, which symbolize empowerment and personal identity. This approach has led to organic virality, especially with partnerships like the Harriet Tubman pendant with the NAACP.

The company is expanding its product line to include amulets and zodiac-themed pieces, enhancing versatility by allowing customers to connect charms to various jewelry types. Despite challenges in the wholesale market, Awe Inspired capitalizes on DTC channels, emphasizing promotions to boost holiday sales. While TikTok Shop hasn't yet proven effective for luxury brands, the company remains open to exploring new channels for growth.

Fall 2024 jewelry trends are all about making bold statements and embracing unique textures. Hollywood Sensation's collection offers stylish pieces to enhance your autumn wardrobe. Here's what to look for:

  • Layered Necklaces: Achieve an effortlessly chic look with our Layered Necklace Set. Mix and match multiple strands for a personalized style.

  • Statement Earrings: Add glamour with our Crystal Statement Earrings, perfect for day or night, designed to turn heads.

  • Charm Bracelets: Express your personality with our Gold Charm Bracelet, featuring a variety of stylish and meaningful charms.

Explore Hollywood Sensation's Fall 2024 collection to stay ahead of the trends. Visit our website for more seasonal favorites and elevate your look with these versatile pieces.

Bondeye Jewelry's Portrait Earrings offer a versatile solution for day-to-night wear. Crafted in 14K yellow gold with diamonds, they seamlessly transition from office to evening events. Their elegant design complements both professional and formal attire, making them an essential accessory for effortless style and sophistication.

Autumn fashion essentials are in focus, with jewel tones and luxury items like Lalage Beaumont's indigo blazer and Fope's gold bangle. These pieces, including Holland Cooper's versatile boots and Pragnell's ruby earrings, promise style beyond cocktail hours, blending town-and-country chic with timeless elegance for the season.

Leading Voices 📣 

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Ecomdigest is a Contentive publication in the DTC Ecommerce division