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Jewelry Brands Pivot To Sports Activations

Plus: Celebrities wearing Mejuri—and the exact styles they own

Author

Zihan Lyu
August 20, 2025 • Reading Time: 5 minutes

The Gem

Here's what's happening this week in the world of jewelry marketing:
- Sports tie-ins deliver measurable new-customer gains
- Star-worn jewelry brands land in Nordstrom’s sale
- Post-honeymoon redesigns monetize the newlywed moment
- Black-coated gold adds drama to high jewelry

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

Gorjana, Ring Concierge and Mejuri are moving decisively into sports, with Mejuri’s Wimbledon activation delivering a 172% revenue lift, 181% foot-traffic bump and 63% net-new customer conversions. Sports audiences and NIL partnerships are becoming scalable acquisition and brand-building levers for jewelry, especially around tennis and baseball where on-field wear is common. This resets seasonal activation playbooks heading into the U.S. Open and beyond for DTC brands and retailers near marquee events.

Nelson Estate Jewelers launched a bespoke redesign service for newlyweds to repurpose wedding gifts and heirlooms into custom pieces. Timed to the end of summer wedding season, the service creates a fresh monetization window and deeper lifecycle engagement beyond the ceremony. Custom-focused retailers can adapt this cadence to drive retention, referrals and incremental margin post-event.

RETAIL PROMOTIONS
Star-Worn Jewelry Brands Land In Nordstrom’s Sale
Nordstrom marked down celebrity-favored labels like Alexis Bittar and Jenny Bird by up to 80%. Deep promotions point to inventory balancing and traffic capture via prestige halo, but risk brand dilution if cadence persists. Impact: wholesale margins, ROAS expectations for retail media, and pricing power across accessible luxury.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

⚡QUICK READS

Black-Coated Gold Pops at Chanel High Jewelry: Chanel’s Kyoto showcase and Nana Komatsu’s red-carpet styling foreground black accents against pink and white gold, a strong cue for fall palette and editorial art direction. (More)

Vogue: Celebrities Power Mejuri’s Ongoing Halo: Vogue spotlights a deep bench of Mejuri-wearing celebrities, reinforcing social proof that keeps AOV and repeat rates elevated for accessible fine jewelry.(More)

Pandora Mix Shift Watch:Non‑charm jewelry outpaced core collections, suggesting a merchandising and margin recalibration ahead of Q4 amid tariff watch.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division