The Gem | Manly Bands Announces New NASA-Inspired Ring

Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Jewelry Radar 👀

PRICING STRATEGIES

Jewelers Struggle with Premium Pricing Compared to Luxury Brands

Jewelers struggle with premium pricing due to a lack of confidence in price-setting, unlike brands like Louis Vuitton, which successfully command high prices through perceived quality. The piece emphasizes the importance of embracing pricing psychology, suggesting that higher prices often enhance perceived value and customer satisfaction. Jewelry brands are encouraged to adopt premium pricing strategies confidently, as consumers equate higher costs with superior quality.

SPACE-THEMED JEWELRY

Manly Bands Unveils NASA-Themed Rings for Space-Loving Couples

The collection’s use of authentic materials like meteorite fragments showcases a blend of science and fashion, appealing to consumers seeking distinctive, narrative-rich products.

LUXURY LEADERSHIP

Michael Burke Appointed CEO of LVMH Americas

SUSTAINABLE CHEMISTRY

Eco-Friendly Gold Plating Chemistry's Emerging Role in Industry Transformation

Eco-friendly gold plating chemicals are gaining traction due to environmental concerns and stringent regulations, offering safer and more efficient alternatives like non-cyanide solutions. These innovations align with consumer preferences for sustainability, benefiting industries such as jewelry and electronics. Transitioning offers challenges but presents opportunities for companies to lead in a greener market.

JEWELRY EXPANSION

Paris Haute Couture Season Quiet as High Jewelry Booms

Paris haute couture season is subdued with key absences like Dior and Valentino, yet boasts notable jewelry showcases from brands like Cartier and Chanel. Strategically, marketers should note the increasing intersection of fashion and jewelry events, as brands leverage Paris' allure to capture affluent clientele. The heightened competition among jewelry brands during couture week signifies opportunities for marketers to tap into luxury consumer behavior and purchasing patterns.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.