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The Gem Newsletter - 1.22.2025

Plus, why chunky pieces and playful charms are here to stay

Author

Sophie Bruxner-Randall
January 23, 2025 • Reading Time: 9 minutes

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Welcome to The Gem, your go-to newsletter for jewelry e-commerce professionals.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Tiffany & Co. and CFDA have awarded Jameel Mohammed, founder of Khiry, as the first winner of the Tiffany & Co. x CFDA Jewelry Designer Award, including $50,000 and a fellowship. This partnership offers a unique lesson: celebrating underrepresented voices and authentic storytelling can differentiate brands in a competitive market. Highlighting designer journeys, exclusivity, and innovation—much like Tiffany does—can resonate deeply with consumers seeking more than just a product, but a story and purpose behind their purchase.

Signet Jewelers experienced a 2% decrease in same-store sales during the holiday period. Despite growth in engagement sales and average unit retail prices, fashion gifting lagged. Strategic enhancements in marketing and innovation are planned, aiming to leverage brand strength for sustainable growth in luxury bridal and fashion sectors.

Jewelry brands are strategically engaging philanthropy to bolster Los Angeles wildfire relief. Harwell Godfrey and Renna Jewels lead by channeling sales proceeds into meaningful support. This initiative exemplifies innovative CSR practices in the luxury sector, offering digital marketers a blueprint for enhancing consumer engagement and brand sustainability through strategic philanthropy.

Messika's appointment of Edouard Schneider as Chief Brand Officer signals a sharp focus on accelerating international growth. With his luxury industry expertise, the brand is poised to refine its storytelling and strengthen connections in key markets, particularly Asia. For jewelry e-commerce marketers, this move underscores the importance of aligning leadership talent with strategic expansion goals, leveraging cultural relevance and premium positioning to captivate affluent consumers and unlock emerging market opportunities.

In the ever-evolving realm of jewelry trends, 2025 promises a landscape rich with opportunity and aesthetic dynamism for marketing professionals. Chunky jewelry resurges with audacity, reviving bold statement pieces—think robust necklaces and substantial bangles. These oversized accessories fill space with confidence, yet offer room for personalization by stacking delicate items into a bolder ensemble. The irony here is that louder jewelry speaks volumes, offering marketers a canvas to tap into consumer desires for self-expression and boldness.

Bag charms surprisingly take the spotlight as the quintessential accessory, suggesting that even something as mundane as a purse deserves its own flair. Brands can seize this sophisticated yet playful market segment, offering customization options that resonate with diverse tastes and styles—a testament to consumer demand for individuality in a saturated market. The resurgence of pearls, a classic hits back with modern twists, adds sophistication and versatility, further expanding avenues for creative jewelry marketing strategies.

Layering continues to dominate, where 'more is more,' blurring the lines between coexistence of gold and silver. Such juxtapositions invigorate collections and push creative marketing boundaries. Marketers should capitalize on this aesthetic freedom, promoting versatility as a key selling point. Meanwhile, bows maintain their charm, holding potential to continue captivating accessory enthusiasts. The strategic foresight marketers must have in 2025 involves not merely tracking trends, but leveraging them to ensure each piece, be it chunky or charming, fulfills its latent potential to engage and captivate an audience eager for freshness and self-expression.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive! 🫣

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Optimization Hub ⚙️

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

AMA is an AI-powered assistant transforming marketing tasks by offering efficient solutions. It provides conversational AI for streamlined ad strategy and data analysis, supports creative tasks with design ideas, and offers actionable insights. Its adaptability enhances efficacy, making it a competitive tool for marketers across industries.

Influencer Marketing

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Global Marketing

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Marketing & Comms

 📍 Austin, TX, USA

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