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The Gem Newsletter - 1.8.2025

PLUS: Drake's 250 carats of diamonds and a hidden skyline tour chain

Author

Priscilla Soedarpo
January 08, 2025 • Reading Time: 7 minutes

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Welcome to The Gem, your go-to newsletter for jewelry e-commerce professionals. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Drake collaborates with Jason of Beverly Hills for a standout piece commemorating his upcoming Anita Max Wynn tour. The chain, crafted with three kilograms of gold and over 250 carats of diamonds, features a pendant of Drake's alter ego. It includes Australian tour dates and a hidden Toronto skyline—highlighting strategic branding.

The 2025 Golden Globes highlighted a showcase of luxury jewelry, offering strategic marketing insights into high-end brands like Cartier and Roberto Coin. Celebrities, including Zoe Saldaña and Cynthia Erivo, showcased intricate designs, spotlighting consumer fascination with exquisite craftsmanship, thereby presenting strategic opportunities for marketers within the luxury jewelry segment.

Renna's Butterfly Caspian Necklace, a symbol of transformation, melds rock crystal, angelite, and tsavorite garnets set in 18-karat gold. Inspired by metamorphosis, the piece encourages personal growth, aligning with New Year's resolutions. Part of the Caspian collection, it reflects evolving motifs, blending nature's elegance with aspirations for change.

The article highlights the significance of starting the new year with jewelry that enhances personal style and confidence. A selection of pieces, inspired by New Year's celebrations like champagne and glitz, aims to define mood and outlook. These jewels offer strategic insights into consumer aspirations for marketers.

Jewelry trends in 2025 emphasize bold expression and individuality, with a focus on larger, vibrant pieces. Modern twists on pearls, oversized beads, and statement jewelry dominate, offering strategic opportunities for marketers to engage with consumers seeking distinctive, expressive accessories. Marketing professionals should leverage these trends to enhance brand appeal.

Influencer Corner 📣

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Sarah Levinger on LinkedIn: 3 Rules for DTC Success

Timing is everything—especially for DTC brands. Sarah Levinger highlights how delivering incentives at the right moment can make all the difference. 💡

In her recent post, Sarah breaks down the 3️⃣ golden rules of timing that every brand should know.

A small spoiler: Action + reward = happy brain 🧠, reward key behaviors, and… well, you’ll have to read the full post for the rest.

Optimization Hub ⚙️

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key tactics include:
- blending digital with in-store journeys
- utilizing AI
- enhancing customer engagement through personalized experience

Influencer Marketing

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Global Marketing

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Marketing & Comms

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ClickZ is a Contentive publication in the DTC Ecommerce division