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The Gem Newsletter | Live From SXSW 📍

Plus: Gen Z Can’t Get Enough of Chunky Silver Jewelry—Here’s Why

Author

Sophie Bruxner-Randall
March 12, 2025 • Reading Time: 9 minutes

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

Live From SXSW 🎤

🎯 What Every eCommerce Marketer Was Talking About at SXSW

ClickZ has been on the ground at SXSW, reporting from exclusive interviews, panels, and sessions. Here are some standout takeaways for eCommerce marketers — and how to turn them into actionable growth opportunities:

✅ Audio Meets Video: Over 270M people now watch video podcasts on Spotify — but ad spend hasn’t caught up yet. The rise of multi-format content presents a major opportunity for brand engagement. Understanding cross-platform performance will be key to capitalizing on this shift.

✅ AI-Driven Personalization: AI is driving consumer expectations — with users engaging across 13+ platforms daily, they now expect hyper-personalized, native ad experiences. Real-time insights into which platforms are driving true impact will allow you to fine-tune your strategy.

✅ Authenticity Is Driving Performance: Authenticity and storytelling took center stage at SXSW, with brands and creators emphasizing genuine connections over technological spectacle. Marketing experts noted a shift away from "purpose fatigue," highlighting the importance of meaningful engagements that feel real.

📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Expert Insights 🧠

Navigating Luxury's New Terrain

Global tariffs and trade pressures are reshaping the luxury scene, and the impact is clear—consumers are rethinking their spending habits. Today, let’s explore how heightened price sensitivity is influencing purchasing choices and what that means for luxury jewelry brands.

Recent trends reveal that while everyday essentials remain stable, luxury purchases, like high-end jewelry, are becoming more of a calculated decision. Consumers are now balancing desire with a critical assessment of true value. This isn’t merely a challenge, but an opportunity to evolve your storytelling. Emphasize your brand’s heritage, quality, and justifiable exclusivity.

Key insights include:
• Buyers are scrutinizing every expense, even in the luxury bracket.
• Increased transparency about craftsmanship and heritage can reassure discerning clients.
• Digital storytelling through behind-the-scenes videos, customer testimonials, and social media content makes your message feel authentic and personal.

For example, consider a brand showcasing its artisanal process to underline the unique quality behind each piece. In our evolving market, every marketing message must blend the allure of opulence with a clear demonstration of long-term value.

To remain ahead:
• Embrace transparent storytelling about sourcing and craftsmanship.
• Leverage digital platforms to share genuine experiences and user feedback.
• Focus on value-driven messaging that highlights exclusivity and bespoke service.

Remember, each challenge presents a chance to connect more deeply with your audience. Stay bold, creative, and let your brand’s story shine through these uncertain times.

Sector Spotlight 🎥

LUXURY BRANDING INSIGHT

Tom Wood’s Chiyu ring collection with Kozue Akimoto sets a new benchmark in sustainable jewelry design, crafted from 90% recycled materials to significantly reduce environmental impact. Launching globally online on March 14 with a focus on Japan and South Korea, the collection reflects an alignment with growing consumer demand for eco-conscious luxury. This collaboration underscores the power of sustainability-driven branding and the value of targeting high-growth markets through localized product launches and influencer-led campaigns.

LUXURY BRAND STRATEGY

Bvlgari's decision to appoint Corinne Le Foll as head of its High Jewelry division signals a strategic pivot towards innovation in luxury branding. With her extensive experience, particularly at Cartier, Le Foll is poised to integrate heritage preservation with cutting-edge market strategies, crucial for engaging affluent consumers in emerging markets.

LUXURY BRANDING STRATEGY

Verlas' "Shine in Your Shape" campaign intertwines empowerment and luxury, showcasing four diamond cuts—round, marquise, heart, and emerald—as symbols of femininity's diverse qualities like timeless elegance and boldness. By facilitating self-expression through jewelry, and aligning with sustainability trends by offering both lab-grown and natural diamonds, Verlas adeptly addresses affluent consumers’ preference for personalized and eco-conscious luxury. This approach signifies a pivotal shift within the fine jewelry sector towards sustainable innovation.

With a focus on empowerment-focused marketing, this campaign draws from current consumer values, elevating engagement by creating a compelling brand narrative. Luxury fashion brands are increasingly harnessing themes of individuality and sustainability to craft meaningful connections with modern consumers, reflecting evolving values in affluent and emerging markets. These insights underscore the importance of integrating empowerment and sustainability into digital marketing strategies, offering U.S.-based marketers actionable pathways to innovation and consumer connection in the luxury jewelry market. By embracing these strategies, Verlas demonstrates how meeting contemporary consumer priorities can enhance brand loyalty and market presence.

LUXURY JEWELRY INSIGHTS

TikTok is disrupting the jewelry landscape, influencing luxury trends through its swift propagation of microtrends. Luxury brands must deftly integrate these insights to resonate with affluent millennial and Gen Z consumers. Dominant trends include the return of substantial silver jewelry, echoing the grandeur of 90s fashion, alongside a push for bespoke and sustainable pieces, reflecting consumers' increasing preference for personalization and ethical luxury. Additionally, pearls are transitioning into avant-garde forms while vibrant gemstones in striking colors gain traction, particularly in festival and high-end vacation wear.

Leveraging TikTok's innovative features is paramount for elevating luxury brands in the digital space. Harnessing viral content trends, forming alliances with influencers, and showcasing behind-the-scenes craftsmanship can enhance brand narratives and authenticity. TikTok's expanding eCommerce tools, such as TikTok Shop and live interactions, offer unique opportunities for luxury brands to engage directly with their discerning clientele. Developing authoritative, educational content reinforces brand prestige and expertise. By prioritizing TikTok's emerging strategies while aligning with sustainable luxury practices, brands can secure a competitive edge in catering to affluent consumers.

LUXURY MARKET INNOVATION

The Responsible Jewellery Council's Laboratory Grown Materials Standard (LGMS) establishes transparent, ethical practices in the booming lab-grown diamond and gemstone sector. With phased compliance for members, including training and audits, this standard fortifies the supply chain, aligning with the growing demand for sustainable luxury jewelry and enhancing brand integrity.

Influencer Corner 📣

Sam Carter on LinkedIn: We've partnered with Snap Inc. for an exclusive SXSW masterclass

Snapchat has emerged as a critical channel for diversification and new customer acquisition, across its 453M daily active users.

Brands are catching on to the opportunity here, as seen in Snapchat’s latest earnings report on advertising revenue growth.

But most are only scratching the surface: Snapchat consistently shows up as one of the channels most underreported by click-based attribution. Our latest benchmarking report identified an average of +78% headroom for brands to profitably scale the channel.

Optimization Hub ⚙️

AI-ENHANCED MARKETING

Google's AI Mode reshapes search landscapes, presenting unique opportunities to boost product visibility, engagement, and precise targeting. With shifts from traditional search, carefully optimizing content for AI-generated summaries is key. Embracing this transformation can enhance strategies in competitive, data-driven eCommerce channels.

AD TECH EVOLUTION

In 2025, ad tech advances through AI solutions, programmatic strategies, and privacy-focused methods. Leaders highlight AI's potential in optimizing consumer engagement and the value of direct partnerships within CTV's evolving landscape.

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