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The Gem | How Top Jewelry Brands Are Using Brand Spend to Boost AOV
Plus, CaratLane and Amazon India expand jewelry accessibility with fast delivery and discounts.
Sophie Bruxner-Randall
June 11, 2025 • Reading Time: 5 minutes
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Editor’s Pick 🌟
 | Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power. Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power. |
Sector Spotlight 💡
PRECIOUS METAL SHIFT
Jewelry makers are turning to platinum as gold prices hit $3,500 per ounce, driving platinum prices up by 30% to $1,200 per ounce. China's increasing demand for platinum jewelry and its implications for diversified marketing strategies are significant, considering China imported 11.5 metric tons in April alone. As the supply deficit for platinum persists, it presents an opportunity for marketers to find innovative ways to position platinum in both the jewelry and automotive industries.
STRATEGIC PARTNERSHIPS
Fashion Network
CaratLane's partnership with Amazon India is significant as it expands their reach in the premium fashion category, providing easy access to certified gold and gemstone jewelry. This collaboration will enable enhanced consumer convenience through organized online channels, with Amazon promising 48-hour delivery in major metros. Discounts of up to 20% on select products further incentivize purchases, aligning with both brands' goals of making fine jewelry more discoverable and accessible.
BUSINESS EXPANSION
Birks secures $17.25 million in financing, including a $13.5 million loan from SLR Credit Solutions and $3.75 million from Mangrove Holding S.A., to acquire more jewelry stores within Canada and strengthen working capital, aligning with its expansion goals.
JEWELRY INNOVATION
Kering's First Generation Award, in collaboration with CIBJO and Poli.Design, highlights sustainability in jewelry design with Lee Min Seo and Ianyan winning accolades at the JCK trade show. Focusing on cultural preservation and sustainable materials, Seo and Ianyan exemplify innovation by utilizing traditional and unconventional resources. These selections spotlight opportunities for marketers in positioning sustainable practices and cultural narratives within the luxury jewelry sector.
Optimization Hub ⚙️
INCLUSIVE MARKETING
Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.
SOCIAL MEDIA MARKETING
Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.
ClickZ is a ClickZ Media publication in the DTC eCommerce division