• The Gem
  • Posts
  • The Gem | The Attribution Model That’s Failing Jewelry Brands

The Gem | The Attribution Model That’s Failing Jewelry Brands

Plus, Rio Grande ramps up custom jewelry tools for retailers

Author

Sophie Bruxner-Randall
July 23, 2025 • Reading Time: 5 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

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

Attribution Angle 🎯

The Biggest Mistake This Agency Sees 😬 | Jamie Bolton

Dan Sava from Neon Growth breaks down why so many brands are trapped in a cycle of over-investing in bottom-of-funnel (BOF) tactics.

The root cause? Overreliance on Last Click attribution — a model that ignores how awareness and consideration channels influence the final conversion. When only the last interaction gets credit, BOF looks like the hero. But it’s a distorted view that leads to skewed budgets and missed growth opportunities.

To truly grow, marketers need clarity across the full customer journey. That means measuring impact at every stage — from brand discovery to final conversion — and understanding how channels work together, not in isolation.

👉 Ready to measure the full funnel and grow?

Jewelry Radar 💍

CUSTOM JEWELRY DESIGN

Blue Nile's Creative Studio, launched in April 2025, enables consumers to design personalized engagement rings through an interactive platform that merges online and in-store experiences. This innovation is significant for marketing professionals, as it highlights the pivot towards customer empowerment and personalized shopping experiences, which are crucial trends in the retail sector.

BUSINESS LEADERSHIP

Meiki Ngcengeni, as CEO of Isabella Design Jewellers & Refiners, adeptly merges tradition and innovation to grow the family business. Her focus includes refining operations and leveraging networks, crucial for succeeding in the male-dominated jewelry industry. By emphasizing stakeholder engagement and generational growth, Ngcengeni positions the company for a sustainable future.

LUXURY RETAIL STRATEGY

Chanel & Moi - Les Ateliers expands its presence in Shanghai, highlighting a shift towards after-sales services for luxury consumers, aligning with East Asia's cultural affinity for craftsmanship and sustainability. This initiative caters to changing luxury consumption patterns from new acquisitions to the care of existing items, a trend driven by younger generations and the region's Confucian values.

JEWELRY PERSONALIZATION

Rio Grande is expanding its personalization services in response to rising demand for custom jewelry. Focused on providing scalable and reliable solutions, it offers tools for collaborative design development, precision casting, and manufacturing, enhancing support for jewelry retailers. This development is strategically relevant for market professionals looking to tap into consumer trends toward personalized and customizable options.

Optimization Hub ⚙️

RETAIL ANALYTICS

Leveraging AI and first-party data revolutionizes in-store retail media measurement, enabling precise targeting and actionable insights. Marketers now have the tools to analyze shopper engagement with campaigns, directly connecting them to sales and refining strategies in real time. With the integration of advanced analytics, marketers can optimize the full customer journey, making in-store media more strategic and effective.

ECOMMERCE MARKETING

The weekly Google Ads audit checklist offers eCommerce marketers a structured, detailed approach to optimizing ad accounts, monitoring core performance metrics, and addressing disapproved products. By focusing on various performance levels and time frames, marketers can identify and address trends, ensuring efficient budget allocation and better campaign results.

ClickZ is a ClickZ Media publication in the DTC eCommerce division