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The Gem | Pandora Redefines Jewelry With Charms, Lab-Grown Diamonds, And Global Appeal

Plus, Gemstone Grading Transforms Luxury With AI, Blockchain, And Global Transparency Standards

Author

Sophie Bruxner-Randall
May 28, 2025 • Reading Time: 6 minutes

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

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

Sector Spotlight 💡

LUXURY JEWELRY INNOVATION

MarieClaire

Spotlighting ten fine jewelry designers and collections, the piece highlights trends such as nature-inspired craftsmanship, heritage storytelling, and meaningful collaborations, all resonating with consumers prioritizing authenticity and sustainability. Marketers should note the growing demand for narrative-driven, purpose-led brands and the potential impact on luxury eCommerce strategies.

LUXURY VALUATION TRENDS

Advanced AI, spectroscopy, and blockchain are transforming gemstone grading between 2025 and 2030, driving market transparency, standardized global certification, and consumer trust. Marketers in the luxury sector must adapt to this shift, leveraging verifiable grading standards and digital traceability to meet evolving consumer demands and regulatory scrutiny.

JEWELRY DIGITAL MARKETING

Amptive’s participation at JCK Las Vegas 2025 targets jewelry retailers and manufacturers seeking to strengthen their digital presence through tailored website development, eCommerce, and digital marketing solutions. Attendees can expect actionable insights on customer conversion and online platform modernization. This offers concrete value for businesses aiming to sharpen their competitive edge.

BRAND REINVENTION

Pandora, with over $4 billion in annual sales, is aggressively diversifying beyond charms into lab-grown diamonds and contemporary collections, targeting cross-generational global audiences through inclusive branding and localized marketing. The company’s data-driven expansion in key markets like the U.S., Spain, and future-oriented regions such as Asia represents critical growth opportunities. Marketers should note Pandora’s focus on universal messaging (“Be Love”), campaign adaptability, and culturally tailored personalization as drivers of brand relevance and consumer engagement.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

ClickZ is a ClickZ Media publication in the DTC eCommerce division