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The Gem Newsletter | What Every eCommerce Leader Was Talking About at eTail West
Plus: Maison Dorée Just Launched a Sustainable Jewelry Revolution
Sophie Bruxner-Randall
March 05, 2025 • Reading Time: 8 minutes
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Welcome to The Gem, your go-to newsletter for jewelry eCommerce professionals.
Retail Rewired 🔥
The Fospha team had an amazing time at eTail West last week, connecting with eCommerce leaders and diving into the biggest challenges and opportunities shaping the industry. Here are the top trends we saw dominating the conversation.
📈 Brands Are Navigating Rising Ad Costs & Complexity
With CPCs on the rise, brands are doubling down on efficiency— looking for opportunities to optimize their marketing mix and making the most owned channels like email, SMS, and loyalty programs.
🤖 AI-Driven Personalization Is Scaling Up
AI is transforming customer interactions in real time. Hanky Panky shared how AI powers their acquisition, site experience, and retention efforts—including automating 50% of customer service interactions to free up human agents for high-value customers.
💡 The Halo Effect Is Real
At Fospha, we're always talking about the impact of TikTok, YouTube, and Meta ads on third-party sales channels like Amazon. At eTail West, Ross Wakeham from TikTok reinforced that this ‘spillover’ effect is a huge measurement opportunity for brands.
If you’re interested in learning more about the halo effect, you can lead our latest research here. 🔗
Attending SXSW?
Sector Spotlight 🎥
LUXURY BRANDING INSIGHTS
Selena Gomez's choice of jewelry underscores a sophisticated branding strategy, seamlessly aligning luxury and style. By consistently selecting exquisite white diamond pieces, she sets a standard for aspirational glamour on the red carpet, enhancing her personal brand with an Old Hollywood flair. Her approach offers key insights into leveraging jewelry for luxury branding.
LUXURY BRANDING INSIGHTS
 | Gal Gadot's display of Tiffany & Co.’s archival Angela Cummings necklace at the Oscars highlights a notable shift in luxury branding toward vintage allure. Cummings' burgeoning acclaim suggests potential for reviving unsung designers. This trend aligns with sophisticated consumer demand for authenticity and sustainability in luxury jewelry marketing. |
LUXURY MARKETING STRATEGY
Pandora's 2025 "BE LOVE" campaign, starring Winona Ryder and Iman, underscores love's transformative potential through luxury jewelry, aligning with digital marketing and consumer engagement strategies. This initiative advances brand storytelling with UNICEF partnerships, showcasing industry innovation in tailored personalization and sustainability, offering impactful narratives for luxury branding professionals targeting affluent consumers.
LUXURY BRAND SYNERGY
CHARM IT's partnership with Care Bears introduces a vibrant charm collection, blending CHARM IT's playful designs with the iconic Care Bears' themes of kindness and friendship. This collaboration highlights brand synergy, offering exclusive charms at specialty retailers and online, exemplifying strategic partnerships in consumer merchandising.
LUXURY BRANDING INNOVATIONS
Buccellati's Saatchi Gallery exhibit masterfully intertwines iconic floral brooches with contemporary flair, spotlighting strategic innovation in luxury branding. Showcasing 2025 Magnolia brooches and historical pieces, the display highlights coalescence of craftsmanship and modernity. This underlines how luxury brands can engage affluent consumers by leveraging heritage stories and modern design for digital platforms.
LUXURY JEWELRY INNOVATION
Maison Dorée is leading an innovative shift in luxury costume jewelry with its customizable designs introduced by Chloé Bleinc since 2019. Fusing sustainability with elegance, it uses recycled brass, reflecting a modern ethos. The brand's 2025 rebranding supports its fresh visual identity, strengthening its commitment to ethical practices and luxury craftsmanship.
Optimization Hub ⚙️
ECOMMERCE STRATEGY
Klaviyo's back-in-stock automation enhances eCommerce by notifying customers of product availability, boosting conversions. It utilizes AI for segmentation, integrates with platforms like Shopify, and emphasizes personalization. Optimizing these flows with urgency, testing, and advanced strategies like cross-selling can recover lost sales and improve inventory management.
DIGITAL ADVERTISING INNOVATION
Google's latest updates for Google Display Ads enhance advertising flexibility and impact by expanding ad inventory across news, sports, and CTV platforms such as TelevisaUnivision and FOX News. Incorporating Google Display inventory into Demand Gen campaigns has shown a 16% conversion uplift, offering increased reach and improved ad placement quality for marketers.
SEARCH ENGINE MARKETING
Strategically employing Search Engine Marketing (SEM) enables rapid visibility and enhanced brand awareness for small businesses. Leveraging platforms like Google Ads ensures precise targeting and immediate results, integrating seamlessly with SEO for optimal performance. The guide emphasizes SEM's potential to transform businesses through targeted advertising and data-driven insights.
Social Media Marketing | 📍 Seattle, Washington, USA |
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