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- The Gem | Why “Interest Media” Is Reshaping Jewelry Marketing
The Gem | Why “Interest Media” Is Reshaping Jewelry Marketing
Plus, David Yurman’s Miami flagship blends architecture, art, and elite client experience.
Sophie Bruxner-Randall
May 07, 2025 • Reading Time: 8 minutes
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Welcome to The Gem, your go-to newsletter for jewelry eCommerce professionals.
Editor’s Pick 🌟
ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:
More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.
Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.
Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.
Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.
Sector Spotlight 💡
JEWELRY DESIGN TRENDS
In 2025, engagement ring trends pivot toward hidden halos, minimalist flush settings, asymmetric Toi et Moi designs, and revived bezels, prioritizing individual expression and practical durability. Marketers targeting jewelry shoppers should emphasize product functionality, durability, and customization capabilities. Highlighting long-term value and adaptability will resonate with consumers seeking both modern style and enduring quality.
LUXURY RETAIL DESIGN
David Yurman’s flagship boutique in Miami’s Design District exemplifies the industry-wide trend of integrating artful architectural design and exclusive client experiences in luxury retail, offering curated jewelry collections and personalized private salons. This approach appeals to affluent consumers seeking immersive, differentiated interactions and reinforces brand identity through distinctive, design-led environments. Marketers can draw actionable insights from this model by leveraging experiential spaces and tailored service to build deeper client engagement and brand loyalty in the competitive luxury eCommerce sector.
JEWELRY MARKET POLICY
The World Diamond Council has called on the US administration to exempt natural diamonds from proposed tariffs, citing the risk of jeopardizing over 200,000 jobs and $117 billion in economic activity for the jewelry sector. Marketers should recognize that tariffs may increase jewelry consumer prices and disrupt supply chains, creating both inventory challenges and cost pressures for US retailers. An exemption would support retail stability and sustain the sector's role in driving American consumer demand and brand value.
LUXURY CRAFTSMANSHIP REVIVAL
Ren Jord Jewelry positions itself as a premium, artisan brand by handcrafting hypoallergenic jewelry in 999 pure silver, 24K gold, and platinum, directly addressing the growing consumer demand for authenticity, ethical sourcing, and sensitivity to materials. This focus on purity, sustainability, and limited-edition production differentiates the brand in a market saturated with mass-produced offerings. Marketing professionals should note Ren Jord’s strategic appeal to conscious consumers seeking long-lasting, heirloom-quality products.
LUXURY SLOW FASHION
Shivani Kokkonda’s “So We Meet Again” brand exemplifies luxury slow fashion by merging Indian artisanal heritage with contemporary design, emphasizing story-driven, handcrafted pieces that build long-term brand loyalty. Her approach appeals to luxury consumers seeking authenticity, sustainability, and emotional connection, signaling an actionable path for marketers prioritizing meaningful differentiation.
SUSTAINABILITY LEADERSHIP
Kering’s participation at the 2025 ChangeNOW Summit demonstrates its operational integration of sustainability, with senior leaders advocating for turning ecosystem services into measurable business assets, embedding ESG principles in corporate governance, and supporting early-stage ventures that address supply chain, circular economy, and nature-positive material challenges. Marketing professionals should note Kering’s focus on collaborative models, purpose-driven brand initiatives, and cross-sector innovation as central to maintaining competitive leadership in luxury while addressing evolving consumer and regulatory expectations.
Optimization Hub ⚙️
BRAND COMMUNITY MONETIZATION
Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.
INNOVATIVE MARKETING TECHNOLOGIES
APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.
INNOVATIVE AD TECHNOLOGIES
Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.
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