The Gem | Why 43% of Jewelry Shoppers Still Choose Local Retailers

Sector Spotlight 💡

LUXURY RETAIL TRENDS

Independent Retailers Remain Top Choice for Jewelry Shopping Among Consumers

Independent retailers remain the leading choice for jewelry consumers at 43%, far surpassing online channels at just 12%, according to Plumb Club data. Average bridal jewelry spend rose to $5,493, with designer or brand appeal as the primary purchase driver. Quality and stone size remain key purchase considerations.

JEWELRY PERSONALIZATION

Personalized Lockets Make Jewelry Meaningful, Stylish, and Perfect for Every Occasion

Lockets are resurging as customizable jewelry that appeals to consumers’ desire for personal storytelling, nostalgia, and emotional connection—attributes marketers can leverage to drive engagement and differentiate offerings. Customization options, modern designs, and gifting potential fuel relevance for digitally fatigued audiences seeking meaningful, tangible experiences.

CELEBRITY BRAND PARTNERSHIPS

David Yurman Partners With NBA Stars for New Men’s Curb Chain Campaign

David Yurman’s latest men's campaign enlists basketball icons Carmelo Anthony and Jaylen Brown to spotlight its Curb Chain collection, aligning the brand with influential cultural figures and underscoring jewelry’s narrative power in men’s fashion. Marketers can note the strategy of leveraging athlete authenticity to reinforce brand positioning and expand demographic reach. The campaign’s multichannel approach—spanning digital and in-store experiences—demonstrates how storytelling and targeted celebrity partnerships drive engagement within evolving men’s luxury segments.

LUXURY BRAND EVOLUTION

Kiki McDonough Celebrates Forty Years of Iconic Royal-Inspired Fine Jewelry Design

Kiki McDonough’s 40-year legacy reveals how consumer-centric design, persistent brand storytelling, and historic royal endorsements can drive luxury brand equity and eCommerce demand. Her approach—eschewing fleeting trends and revitalizing archival pieces—demonstrates a sustainable model for marketing enduring desirability in fine jewelry.

BRAND MARKETING CAMPAIGN

Tiffany & Co. Celebrates Motherhood With Real Employees in Strong Like Mom Campaign

Tiffany & Co.'s Strong Like Mom campaign spotlights authentic employee-mother narratives, using real families and the HardWear collection to connect emotionally with consumers and reinforce brand authenticity. This approach leverages storytelling to deepen customer engagement and distinguish the brand within luxury retail's competitive landscape. The campaign’s timing coincides with the company’s largest European store launch, enhancing its visibility during a high-traffic sales period.

LUXURY RETAIL EXCELLENCE

Custom Engagement Ring Experts Redefining Luxury Shopping in Orange County

Happy Jewelers distinguishes itself in Orange County’s saturated jewelry market by offering a highly personalized custom engagement ring experience, seamless in-store and online service, and lifetime product guarantees—all supported by deep inventory, vertical integration, and national reach. For marketers, the brand’s approach highlights the strategic power of customer-centric service models, relationship-driven experiences, and legacy-building through consistent quality and transparent communication.

SOCIAL MEDIA TRENDS

TikTok Discovery Turns Secondhand Mystery Jewelry Into the Season’s Hottest Trend

Olivia Gilcher’s viral TikTok content, featuring unboxing of “mystery jewelry” grab bags, drives a growing trend in secondhand luxury and sustainable style, as supported by Google Trends data. Marketers in the jewelry sector should note how storytelling, authenticity, and leveraging user curiosity can rapidly increase audience engagement and promote resale. This trend highlights actionable opportunities for building brand relevance through content marketing focused on the appeal of unique, storied finds.

Influencer Corner 📢

Optimization Hub ⚙️

PERFORMANCE MARKETING

Google Ads Essentials for Building Profitable, Efficient Campaigns That Drive Results

Setting up a Google Ads campaign that delivers measurable ROI requires marketers to focus on precise keyword research, tightly themed ad groups, conversion tracking, and disciplined budget management. Effective campaigns prioritize search intent and avoid wasted spend by excluding broad match and vague keywords. This approach grants actionable clarity, making it essential for professionals aiming to maximize efficiency in eCommerce and service-based lead generation.

CTV MARKETING STRATEGY

Connected TV Delivers Precision, Performance, And Elegance In Modern Advertising

CTV advertising is gaining traction as marketers react to tariff-driven economic uncertainty by reallocating budgets from linear TV to measurable, performance-focused channels. With 81% of U.S. advertisers prioritizing accountability, CTV’s advanced targeting and real-time optimization ensure both reach and ROI without sacrificing visibility. This shift offers marketers actionable ways to make every media dollar more effective in uncertain conditions.

DELIVERY INNOVATION

Walmart Expands Delivery Reach to 12 Million More Households Using Advanced Mapping

Walmart’s adoption of geospatial data science technology expands delivery coverage to 12 million more U.S. households, offering improved accuracy and real-time logistics that facilitate same-day service and consolidated order fulfillment. Marketers should note this as a critical shift in last-mile delivery capabilities, redefining consumer access and expectations in eCommerce fulfillment.

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