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The Gem Newsletter | 🧠 Outthink Last Click Attribution

Plus, nature-inspired rings are redefining romance with sustainable style and timeless symbolism.

Author

Sophie Bruxner-Randall
April 09, 2025 • Reading Time: 23 minutes

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

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 The Optimal Budget Split for Fashion Brands: Fospha found that top-performing retail fashion brands allocated 52% of their Google budget to PMAX and 13% to Paid Search. By contrast, the top-performing Consumer Goods brands allocated far more to Paid Search at 28%.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats including PMAX.

🏢 Size Matters: Note, the optimal allocation does vary slightly between different brand sizes. Across all industry verticals, top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, and maximizing blended performance, with case studies from END. clothing and Samsonite.

Sector Spotlight 💡

NATURE JEWELRY TRENDS

Nature-inspired engagement and wedding rings transform natural elements into jewelry, capturing both aesthetic beauty and emotional resonance. These designs, featuring stones like sapphires and rubies set in gold, offer marketers an opportunity to connect emotionally with eco-conscious consumers through storytelling and emphasis on sustainable luxury. This approach not only appeals to personal values but also aligns with broader industry trends toward sustainability and personalization.

ONLINE JEWELRY MARKET

25karats, an online jewelry company, excels in customization and sustainable practices, distinguishing itself by offering over 1,500 unique ring designs. Co-founded by Naz Aksu, the company has thrived without external funding by focusing on customer satisfaction and expanding its presence nationwide. With cutting-edge technology in eCommerce and a goal to personalize wedding jewelry, 25karats aims to dominate a significant portion of the US jewelry market.

3D JEWELRY INNOVATION

The 3D printed jewelry market is expected to grow from $5 billion in 2023 to $30.95 billion by 2032, driven by rising demand for personalized designs and advancements in 3D printing technology. The market expansion presents an opportunity for stakeholders, emphasizing the industry's shift towards cost-effective and customizable jewelry production. Key players like 3D Systems and Formlabs are leading this transformation, highlighting strategic growth avenues for marketing professionals aware of evolving consumer preferences and technological capabilities in jewelry production.

JEWELRY INNOVATION

Lab-grown diamond rings are gaining prominence in fine jewelry due to their sustainability, affordability, and ethical appeal, aligning with the values of Gen Z and Millennials. Brands like La Joya Jewelry exemplify this shift, offering eco-friendly, cost-effective options without compromising on luxury, thus redefining the jewelry market’s standards.

CUSTOM JEWELRY INNOVATION

Capsul Jewelry offers personalized, sustainable custom necklaces that commemorate special occasions with distinct designs like handwriting or logo inscriptions. For marketers, these pieces capitalize on the demand for unique, eco-conscious gifts, representing a breakthrough in jewelry personalization that caters to consumer trends and ethical values.

BUSINESS EXPANSION

Celvera's entry into India's luxury silver jewelry market showcases a blend of contemporary designs and traditional artistry, targeting modern consumers with aspirations for elegance and wearability. By strategically positioning themselves within the growing premium silver segment, Celvera appeals to both luxury enthusiasts and those seeking versatile wear, indicating a thriving market opportunity for marketers focused on luxury consumer goods.

Influencer Corner 📢'

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.*

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

ClickZ is a Contentive publication in the DTC eCommerce division