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The Gem Newsletter - 1.30.2025

Plus, Rachel Quinn’s Crazy Love and Cartier’s CHF 100B milestone

Author

Sophie Bruxner-Randall
January 30, 2025 • Reading Time: 7 minutes

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

Editor’s Pick 🌟

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

Sector Spotlight 🎥

LUXURY JEWELRY INNOVATION

Ariana Grande joins Swarovski's Giovanna Engelbert to unveil a 16-piece jewelry capsule, integrating music-themed designs with crystal and pearl elements. This collection, set for global release on January 30, showcases a strategic fusion of celebrity allure and luxury branding, offering innovative engagement tactics for affluent consumer markets in the digital landscape.

LLUXURY JEWELRY DESIGN

Rachel Quinn's Crazy Love collection, in collaboration with Gemfields, explores love's intricate emotions with luxury precision. Utilizing emeralds, rubies, and 18-karat gold, Quinn delivers a narrative rich in passion and loyalty amidst uncertainty. Sales contribute to Los Angeles fire relief, reinforcing a brand commitment to social responsibility.

LUXURY DESIGN INNOVATION

Cartier's TuttiTutti collection redefines luxury jewelry design, merging Art Deco influences with advanced creativity in gem utilization, such as emeralds and amethysts. Reflecting a strategic commitment to innovation, it provides a compelling case study in engaging affluent consumers and adapting branding strategies for emerging markets within the luxury sector.

SUSTAINABLE LUXURY JEWELRY

Lab-grown emeralds, mirroring natural counterparts, strategically blend affordability, sustainability, and ethical appeal. These gems are reshaping luxury jewelry, offering clarity and vibrancy without exorbitant prices or ecological harm. As sustainable luxury trends gain traction, these emeralds embody an innovative, strategic branding opportunity for professionals targeting affluent and emerging markets.

LUXURY JEWELRY INSIGHTS

Ashley Zhang Jewelry's 2025 Lunar New Year collection showcases a distinctive 14-karat gold Snake necklace, elegantly adorned with gemstones, nodding to Victorian inspirations. This timely piece encapsulates personal growth themes, aligning with the Year of the Snake, and strategically positions itself in luxury markets.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Optimization Hub ⚙️

ADVERTISING INNOVATION

Amazon Ads launched Brand, an AI-optimized capability on Amazon DSP, to transform TV advertising by targeting audiences based on shopping signals. This innovation enhances brand awareness and conversion effectiveness, allowing advertisers to leverage advanced machine learning for strategic impact without sacrificing control or transparency, showing promising early results and industry potential.

ADVERTISING INNOVATION

Elevate Your Brand and Master Strategic Marketing in an Unstable Social Media Landscape

Marketers face challenges due to social media instability, with platforms like TikTok, Meta, and X under scrutiny. To ensure brand safety, marketers should leverage in-platform controls, embrace diverse cross-platform strategies, and employ techniques like Marketing Mix Modeling for data-driven decisions to navigate evolving digital landscapes effectively.

PERFORMANCE MEDIA

In the face of challenging macroeconomic conditions, 62% of marketers prioritize performance-driven media investments. Key performance indicators such as awareness, sales lift, and return on ad spend remain focal points. Most marketers handle retail media metrics in-house, underscoring the importance of reliable measurement tools for future success.

Social Media Marketing

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Global Marketing

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Marketing & Comms

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