How Email Marketing Helps Your Online Jewelry Business

Make a plan to grow your jewelry business online.

The surge in online shopping due to the COVID-19 pandemic gave rise to more entrepreneurs, both new and old, trying out their luck on the internet. With many vying for attention from potential customers online, what are the things you can do to give yourself an edge over the competition?

If you’ve tried out social media, why not expand your marketing efforts to email? In this article, we’ll show you the ways it can prove to be beneficial to your online jewelry store’s success.

You’ll have a more personal relationship with your customers

Whether you choose to highlight your products, provide articles or multimedia content, or a mix of both for your email marketing’s content plan, you will inevitably develop a more personal relationship with your customers.

Recipients of your email marketing efforts are people who signed up to regularly receive them so from there you already know you’ve already captured an interested audience. Now you just have to make a way to keep them interested by giving them great content that will benefit your business and themselves.

Highlighting your products and announcing your store’s promos is a good start but you can also expand your content to something that provides value to jewelry owners, such as the proper care and maintenance of their pieces or the importance of having the right jewelry display tools for showcasing their collection.

It creates a direct link to your website

Take advantage of the links that you embed on the email marketing newsletters you send out to your customers. Using a banner or highlighted text, you can link existing specific pages on your website and have them be clicked by your newsletter’s recipients. Depending on your goals, this is a great way to create buzz for your business.

You’ll have an instant guestlist for your events

Occasionally you may want to put up events such as fashion shows or workshops to serve your customers. Narrowing down who to invite may be difficult but with your subscribers’ list, you can simply send them invites via email and chuck the guesswork out of the window.

Helps establish your shop’s brand

With a regular stream of content coming from you, your customers will have an easy time remembering your brand. With the consistent use of certain colors, tone, and logos in your communications, email marketing can be a great way of establishing who you are and what you have to offer to your public.

Whether you’re showcasing your merchandise in a promo email or in person, you need to have the right tools on hand to present them in the best way possible. Nile Corp has a wide range of display and storage devices that lets your jewelry merchandise take centerstage off and online.

Categories: email marketing, jewelry display, marketing your jewelry business, Nile Corp, online jewelry business

How to Make Video Marketing Work for Your Jewelry Business

Stay ahead of the curve and make a splash online with videos.

Innovation in any shape or form is essential nowadays. As the competition to stand out gets fiercer, one must not be complacent. This is true whether you are an online-only shop or a brick and mortar. How does one set out to do that? You go where the people are and at this point in time, it’s nowhere else but online.

As more and more folks stick to doing their shopping on the internet, any jewelry business that wants to succeed must find ways to capture this audience. Video marketing is just one of the many ways they can try. We’ve seen social media boom the past few years with giant brands tapping the platform to expand their reach and sales. All of sudden, it takes more than having retail and jewelry display skills to capture the public. While jewelry entrepreneurs are still expected to take the time to make sure their merchandise looks nice in person, our present-time needs call for having a strong presence online as well. Let us show you how you can benefit from doing so:

Provide valuable content

Many marketing professionals would tell you that, “Content is king,” and that is absolutely true. In many ways, being able to provide fresh and relevant content to your target audience is one of the primary means to win the online marketing game. It puts your name out in the public and establishes you as a reliable source of information. You will then come to be known as a trusted name in the industry. Video marketing could be used for these efforts. With the right topic, presenter and technique, you tap into the public’s consciousness which translates to better recognition and sales for your brand.

Deciding what type of video content to put out is entirely up to you and there are certainly plenty to choose from:

1. Product presentations
Think of these presentations as an online version of those late-night shopping commercials you see on the television before you drift off to sleep. Of course, you can now jazz them up with better graphics and a presenter that caters to your target audience. Even short-form videos like Facebook & Instagram stories and the currently popular TikTok app are formats you can use for this project. Just remember to provide a direct link to the product’s page (accessible via a swipe on Stories) so that viewers can purchase your items right away.

2. Reviews
You can approach this type of content in two ways. You can invite influencers to create videos where they talk about your products, or you can actually tap your actual customers to review your products.

3. Tutorials
A great number of video content online is comprised of tutorials. That’s because they are popular to the public and are considered valuable content. This is also a good angle to take when brainstorming content for your jewelry business. You can give fashion tips on the best ways to wear your jewelry merchandise, or you can also provide helpful advice to jewelry fans on the proper ways to display their jewelry collections. You can partner up with a jewelry display and supply store to help with the instructional material for these tutorial videos.

Use it as a platform for community engagement

Once you have decided on the type of content to put out, you need to make sure it does not only answer your target customers’ needs but that it also becomes a way for you to build a relationship with them. This can be done through social media where community engagement is encouraged. Take the time to see what you’re audience is saying and use it to listen and respond to their needs.

This means that for every how-to video or IG story you put out, you need to make sure you are ready to respond once the public takes notice of them.


In conclusion,

Video marketing is a powerful tool that, when done correctly, can deliver sales and recognition to any jewelry business. Don’t be afraid to use it and experiment with its capabilities to see where it takes you. Whether you’re a home jeweler or already an established name in the business, you have nothing to lose if you use this marketing approach.


Hey you! Won’t you take the time to check out new items from our store? Feel free to browse around to find the perfect jewelry display and storage tools for your business today.

Categories: jewelry display, marketing your jewelry business, Nile Corp, social media for jewelry businesses, video marketing

5 Must-Do’s When Joining Jewelry Trade Shows

An essential checklist for every jewelry entrepreneur.

While it may take some time for normal operations to return in the jewelry industry, it never hurts to beef up on the knowledge necessary to run a successful business in the meantime. This includes knowing what needs to be done if you find yourself part of a jewelry trade show.

Besides knowing how to market yourself with fellow jewelers and suppliers, a lot of the work needed in trade shows involves presentations. To capture your targets, you must know the right way to display your jewelry merchandise.

Survey your assigned space before doing anything else

Just to be sure you have the right amount of merchandise and jewelry display equipment for the event, you need to see the space that will be allotted for you. This will depend on the size of the venue and the number of participants. Typically, you will be given a table or two to display your products. Good tabletop display tools to bring for your exhibit are display busts and the multiple tiered-type ones, like the one shown below.

Wooden 4-Tier Jewelry Display Stand*

Have a system for how you’re going to be displaying your items

The aim is to attract potential customers and partners into your booth so your best bet to achieve that is to create a jewelry display that’s neat and pleasing to look at. That starts with keeping a display that just has the right amount of merchandise on top. A display that’s too crowded will look messy while one that looks sparse would look like you didn’t prepare for the event at all.

Photo by freestocks on Unsplash

Likewise, it is important to be mindful of sizes and proportions when combining jewelry together. Putting small, delicate pieces on holders that are too big for them may cause them to get drowned out. Also, when combining jewelry pieces, a good tip to follow is the Rule of Three. It is a design principle which states that visually, people gravitate towards groups of threes so you may want to apply this rule with your displays.

Make sure to apply the right lighting techniques

You would want the lights to hit your jewelry in the perfect place so that they sparkle and shine. Again, depending on the house lights you may want to bring in lights that will enhance the beauty of your products. The right lights (we recommend LED display lights) at the right angle will definitely do wonders especially if you are showcasing stone jewelry pieces.

Choose your background patterns well

The colors you include in your jewelry display can certainly affect its appearance. You may want to use patterns sparingly, if at all, as they can take attention away from your jewelry collection. Neutrals and solid shades are safe as it would make your jewelry pop. The texture you use for your displays can also give off and leave different impressions to its viewers. Silk gives off a sophisticated vibe, while those that come in natural fabrics like burlap convey an earthy appeal.

Be personable

Now, this advice has nothing to do with setting up your jewelry display, but it is an important thing to remember nonetheless. Trade shows require interacting with the public, and whether they are customers, suppliers, or artists, you need to remember that you must convey a friendly and professional demeanor to everyone you meet. People are sure to come to you with questions so it is important that you are able to answer them adequately. Lastly, remember your manners and always have a ready smile on hand.


*Available on the Nile Corp website.

Categories: jewelry display, jewelry display ideas, jewelry trade show tips, marketing your jewelry business, Nile Corp

5 Ways to Grow Your Jewelry Business Through Pinterest

Create a buzz around your brand with this popular app.

Photo by Icons8 Team on Unsplash

Expanding or starting your business online isn’t as hard as you think it is. Thanks to technology, anyone with a good grasp of social media, plus a healthy dose of hard work and determination, can find success on the web.

For jewelers, one of the best sites to market your jewelry business is Pinterest. Full of fashion and lifestyle ideas, it is the perfect site to showcase your merchandise. People log on to Pinterest to get beauty tips, styling advice, as well as information on how they can plan their weddings and other events. Surely your bracelets, earrings, and necklace display stands have a place in the site.

Know your audience then post what appeals to them

As mentioned, Pinterest is a great place to get ideas and DIY projects so make sure you are contributing content along those lines. You can post how-to tips on how to care and maintain jewelry displays or a fashion post on women’s jewelry staples, but make sure the presentation will appeal to your target audience. It is important also that your content is well-crafted as the site is known to feature beautiful images with a particularly feminine touch. Thankfully, sites like Canva can help you craft the perfect aesthetically-pleasing Pinterest post with its templates and images.

Make sure you always have fresh content

Along with creating beautiful content, make you’re churning them out regularly. It assures you that you’ll always be on your followers’ timelines when you do. You can use any of the scheduling and organization apps available to stay on top of things. From there you can designate what time and day you would schedule your posts to go live.

Start building your account by creating a few boards and filling them up with pins (what Pinterest uses to refer to “posts” on the site). Soon enough you’ll see people following your account which can translate to them discovering your products and brand.

Photo from Marvellous Mrs. P

When in doubt, go vertical

Vertical photos are most likely to be pinned on the site. They also get more screen space and with the right framing, it also allows more areas for customization, like in this graphic we found on Pinterest. Always remember that when you’re taking photos of your jewelry merchandise.

Be a strategic pinner

When posting your product photos, make sure you’re pinning them from their actual product pages. That way your pins link bank to these pages and people who see your pins can directly go from Pinterest to the actual product pages and place orders.

Build a community around your account

You’re not expected to just post content that’s composed only of your products. That would be boring. Instead, try to find fellow brands and jewelers accounts and pin their posts as well. After all, building connections is part of expanding your business, so follow accounts that catch your eye.

In fact, following similar accounts has a lot of benefits. You could see what other creators are doing and take inspiration from their works. Outside of the site, it could likewise lead to building relationships with investors and collaborators. Following and supporting other accounts also exposes you to more potential customers.

Categories: jewelry business, jewelry business tips, marketing your jewelry business, necklace display, Nile Corp

Basic Tips for Photographing Jewelry

Simple tips and tricks to make your merchandise look even more beautiful online.

Once you have established your business’ presence online, the next logical step would be to fill it with images that showcase the beauty and elegance of your jewelry merchandise. Remember that marketing yourself online is not just about getting the word out on your brand, but ultimately to generate profit, so creating images that sell is essential.

Thankfully, producing gorgeous product photos won’t cost you an arm and a leg. Lots of small business owners are able to do just that with smartphones and not a whole lot more. Meanwhile, some choose to work with young creatives (photographers, stylists, models) who are new to the business but are equally just as talented as the established ones.

Whether you plan to DIY everything or get a small but talented team to work on your product photography, it pays to know the basics of this essential business move.

Choosing the right equipment.

As mentioned earlier, you don’t need to spring for a new camera to do product photography. Starting a new jewelry business comes with a lot of expenses, and if buying a camera is out of your budget at the moment, your smartphone can be a worthy substitute. Smartphone cameras that have high megapixel numbers would, of course, produce better photos. If you insist on taking pictures of your merchandise with a camera, though, even entry-level DSLR models will do. Just make sure you get one with controllable aperture and shutter speed settings so you can make adjustments to the lighting.

Additionally, these accessories would make your photographs look even better.

• Tripod: Avoid blurry photos and keep everything steady with a tripod.
• Backdrop: Opt for a plain white background so that your subject would pop out. You can easily DIY this with stuff you have around your shop, or you can purchase a white poster board at a nearby art supplies store.
• Table: You will need a sturdy one to hold your product and props.

Finding your lighting source.

Light can make or break your photos, so choose wisely. Go easy on using flash to illuminate your subjects as it would create harsh shadows and glare. Instead, choose soft lighting as it is more forgiving and would showcase the beauty, shine, and details of your jewelry. Using natural light is also a good option as it can retain the color of your subject, unlike artificial light sources. For a more consistent look, you can invest in a lightbox, or you can make one yourself.

Presentation matters.

Your jewelry should be the main attraction of the photo, so it’s best to keep things simple. A plain white background would make your subject pop while using the right jewelry display piece will highlight and enhance the beauty of your merchandise.

Whether you’re taking photos of rings, necklaces, or bracelets, we have plenty of options for you to choose from. Made from different materials, fabrics, and in various colors and shades, our wide selection of jewelry display sets will surely capture the right mood and feel you’re trying to achieve with your photos.

Categories: jewelry display, jewelry photography, marketing your jewelry business, Nile Corp, product photography

Social Media 101 for Jewelry Shop Owners

Go beyond your brick-and-mortar shop and tap into social media’s limitless reach.

The year is 2019, and if you haven’t yet explored social media as a valuable platform for your jewelry business then you are seriously missing out on a lot of things.

For its visual impact and far-reaching potential, social media can take your jewelry shop ten notches high, but only if you know how to leverage its features. Master its ins and outs, and you’ll have a powerful tool that can help build your brand, grow your audience, and also increase your sales.

If you are new to doing social media marketing, or you are a small business owner looking for another way to promote your business, then this guide is for you:

The “Big 4” of Social Media Platforms

These social media platforms have the best reach and engagements:


Instagram Fast Facts:

• It has a base of 1 billion active users each month.
• 71% of American businesses use the platform.

Instagram’s visual-centric approach and its emphasis on portraying lifestyle subjects like food, travel, fashion, and art make it the perfect platform for jewelers to explore. Over the years, it has become more than just a photo-sharing site and has evolved to become an e-commerce platform where entrepreneurs can sell their merchandise. As a branding tool, features like Instagram Stories serve as a platform for marketers to create content that promotes their products and services.


Facebook Fast Facts:

• Two-thirds of US adults are on the platform.
• 96% of its active users access the site via their mobile devices.

Facebook has users of all ages who make the platform their main source of news and information, as well as a depository of their photos and videos. It’s a place where memories are shared, and the hot topics of the day are debated. Businesses have taken advantage of this by promoting their brands through the site’s Facebook for Business feature.

Twitter Fast Facts:

• As of October 2019, US users account for 48.35 million of the site’s total user base.
• According to the site, their ads are 11% more effective than television ads during live events.

Don’t let the 240-character limit discourage you from getting on the platform. Twitter boasts of an active user base, especially evident during live events, with millions of tweets posted and exchanged. Advertisers have used this to their advantage through the clever use of #hashtags, a social media feature popularized on the site which tracks messages for a specific topic.


Pinterest Fast Facts:

• US households in high-income brackets are much more likely to use Pinterest than those who earn less.
• 85% of American women use the site to plan “life moments.”

Pinterest is unique amongst social media as its main purpose is content curation. Images are shared on the site through “pinning” or the saving of particular images to create sets or collections. Amongst the “Big 4”, this may be the perfect platform for jewelers to build awareness about their merchandise.

The Rules of Promoting Your Jewelry Business on Social Media

Get to know your audience.
Find out what makes them tick, how they live their lives, their wants, and desires. Once you’ve established your target audience’s persona, use that data to craft a campaign that provides them the answers.

Social media lets you also discover what your competition is doing out there, which can help you figure out new strategies for your business. Likewise, taking your business online opens you up to potential suppliers and additional business opportunities.



Be consistent.
Have a regular posting schedule so that content is always kept fresh on your chosen platforms. Remember also to stick to your chosen voice and persona as a way to establish your brand to the audience. This extends to your choice of colors, themes, and terminologies in your postings.



Don’t be afraid to experiment.
The various tools and features in each social media platform give you a multitude of options to explore, so don’t be afraid to use them. Likewise, these sites rely heavily on images so use them to your advantage. Post photos of your latest jewelry display sets, create videos on how customers can dress up their style with your merchandise, or use GIFs and memes to engage with your audience. The possibilities are endless!



Make yourself open to feedback.
One way to maintain a great relationship with your customers is through open communication. Always be ready to answer questions from your audience, and use social media not just to promote or sell your merchandise but also to provide after-sales support.

Categories: jewelry business promotional tips, jewelry display, marketing your jewelry business, Nile Corp, social media for jewelry business