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  • The Gem Newsletter | Your Amazon Strategy is Missing THIS 🔎

The Gem Newsletter | Your Amazon Strategy is Missing THIS 🔎

Plus: Millennials want ethical, meaningful jewelry—are brands keeping up?

Author

Sophie Bruxner-Randall
February 27, 2025 • Reading Time: 8 minutes

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

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

LUXURY JEWELRY INNOVATIONS

Timothée Chalamet's depiction of Bob Dylan in A Complete Unknown triumphed at the 2025 SAG Awards, showcasing luxury branding. His Cartier watch necklace, emulating Dylan's 2011 style, underscored a burgeoning trend of wearable high-end timepieces. This innovation sheds light on untapped opportunities in luxury jewelry marketing, aiming to captivate affluent consumers.

LUXURY RETAIL INNOVATION

Tacori launched its new shop-in-shop concept at Smyth Jewelers in Maryland to provide an immersive brand experience. The event showcased Tacori's craftsmanship and traditional elegance, blending nontraditional styles. This marks a step in Tacori's national retail plan, enhancing its presence and partnership with authorized retailers.

LUXURY JEWELRY INSIGHTS

Jeremy Allen White's selection of a Tiffany archival brooch at the SAG Awards underscores an emphasis on nostalgia in luxury branding. This 1941 piece illustrates an innovative marketing approach that blends timeless elegance with historical significance, reinforcing the allure of vintage jewelry as a compelling engagement tool for affluent consumers.

LUXURY JEWELRY DYNAMICS

Lab-grown diamonds (LGDs) are altering India's jewelry landscape by offering affordable luxury, challenging traditional gold's supremacy in investment and fashion spheres. This paradigm shift necessitates adaptive strategies for brands, emphasizing digital engagement and sustainability. Diversification is paramount for capitalizing on affluent consumer trends and emerging markets in the luxury sector.

DIAMOND MARKET STRATEGY

Botswana signed a strategic 10-year diamond sales agreement with De Beers, enhancing its economic prospects. This pact increases Botswana's Okavango Diamond Company allocation to 40%, with potential for 50% during an extension. This development is pivotal for Botswana's economy, aiming at recovery amidst global diamond market challenges.

LUXURY BRANDING STRATEGIES

Luxury wedding rings serve as enduring symbols of love, merging exquisite stones, superior craftsmanship, and thought-provoking design. Featuring lab-created diamonds, rubies, sapphires, and emeralds, these rings reflect consumer engagement through diverse styles. The piece highlights market trends—integrating innovation and sustainability for U.S. marketers targeting affluent consumers in luxury branding.

LUXURY BRANDING INSIGHT

Boodles' Raindance collection, marking 25 years, offers a blueprint for luxury branding success. Rebecca Hawkins' rain-inspired design, captured at the Chelsea Flower Show, transformed seasonal beauty into enduring luxury with multi-diamond, brilliant-cut designs. This collection's longevity highlights innovative strategies to captivate affluent consumers and navigate evolving markets with timeless appeal.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Optimization Hub ⚙️

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"

PROGRAMMATIC ADVERTISING

Programmatic digital out-of-home (pDOOH) holds vast potential in outdoor advertising through dynamic, data-driven content, but it's underutilized. Creative agencies must advance their understanding and collaboration with media owners. Balancing creativity and technology, while considering public space privacy, can enhance cross-channel advertising strategy and overall campaign impact.

ECOMMERCE INSIGHTS

TikTok's in-app shopping is growing, using an "interest graph" to cater to user preferences, unlike other platforms. A report shows that users appreciate its authenticity and simplicity, driving eCommerce engagement. Strategic insights and tips are offered for brands to maximize sales, highlighting TikTok's potential as a retail channel.

Social Media Marketing

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ClickZ is a Contentive publication in the DTC eCommerce division