Whether shopping for yourself, for a birthday, anniversary, mothers day or just because, jewellery offers a very personal option. If you make the right choice, it will become a treasured item that will always be remembered.
However, finding the right piece of jewellery is not always easy. Jewellery shopping is often a very personal and emotional activity that may also come with a significant monetary investment.
Much like when buying clothing, when shopping for jewellery there are many decisions to get through, such as quality, colour, fit, size, type and style. And when gift shopping, there is always the lingering question of whether the recipient will love it.
It is therefore important for jewellery brands and retailers to focus on creative marketing and eCommerce strategies that guide shoppers through the discovery process, connect with them emotionally and help them make better and more informed purchase decisions.
Why Online Jewellery Buying is Growing
Despite continued economic uncertainty on both sides of the Atlantic, the global jewellery market continues to grow. In 2025, revenue in the jewellery market worldwide is projected to reach US$374.80bn. The market is expected to see an annual growth rate of 4.46% from 2025 to 2029. Much of the projected growth (76%) can be attributed to non-luxury items, indicating increased sales of more affordable jewellery products.
The global market for online jewellery is also growing – projected to reach US$103.9 Billion by 2030, at a compound annual growth rate of 4.7% from 2023 to 2030. The combination of improved online shopping experiences that make it easier to buy jewellery online with the demand for more affordable jewellery products are partially contributing to these growth numbers.
While many jewellery shoppers still prefer physical stores where they can see, touch and try on items before making a purchase, they also crave convenience, wide selections, customisation and competitive pricing that online jewellery shopping can offer.
The growing influence of social media platforms like Instagram and TikTok and digital influencers are important factors in the jewellery shopping journey, driving increased traffic to jewellery eCommerce sites.
Strategies to Improve Jewellery eCommerce Experiences
Jewellery shopping can be daunting, especially when you are uncertain about what to get. At the physical jewellery retail store, shoppers can easily ask the store associate for assistance in selecting the right items and try them on. At the eCommerce jewellery store, that same level of guidance is harder to offer. Fortunately, retailers and brands can implement a number of strategies and invest in supporting technologies that make it easier to replicate the in-store experience and guide the jewellery-buying process from discovery to the product detail page and checkout.
Technologies like virtual try-on, AI-driven personalisation and social proof are enhancing customer experiences and shopper confidence, resulting in higher conversion rates.
- Virtual try-on
Augmented reality (AR) features such as virtual try-ons have become increasingly popular because they allow shoppers to see how different pieces of jewellery look on them before making a purchase. - AI-driven personalisation
AI-powered personalisation and recommendations help shoppers discover relevant jewellery items by analysing search and browsing history as well as past purchase behaviours. - Customisation
Especially popular in the jewellery category, eCommerce technologies enable retailers and brands to offer customisation functionality that allows shoppers to easily and quickly personalise jewellery by selecting specific metals, stones and design. - Live concierge
Whether live or chatbot, chat functionality allows shoppers to ask questions about specific products and get answers in real-time. Luxury retailers may treat the live chat function as a shopping concierge that connects online shoppers to in-store associates and experts in real-time for an additional high-touch experience. - Blockchain and digital certifications
For high-priced jewellery items, blockchain technology can improve transparency and trust, making online jewellery purchases more secure. This technology allows customers to verify the authenticity of gemstones and metals and ensure they are sourced ethically. - Social proof
Social proof is a powerful tool to help jewellery shoppers make more informed and confident purchase decisions. Beyond social proof delivered through ratings and reviews, retailers can leverage social proof messaging to highlight trending or in-demand items. This is done by showcasing how many items have been added to cart in a certain time window or by highlighting bestsellers, all in real time. - Attribute messaging
Sustainability is a key trend in jewellery today – consumers are more conscious of the ethical sourcing of materials including conflict-free diamonds and recycled metals. Most retailers and brands offer advanced filters to help shoppers narrow selections based on important criteria like materials and sustainable features. Attribute Messaging allows retailers to display and highlight key criteria with social proof on PLPs and PDPs to help shoppers more easily find relevant products. - Flexible payment options
Alternative payment options like Buy Now Pay Later (BNPL) allow retailers and brands to broaden their target audience, making the purchase of high-value items like jewellery accessible to more customers.
How Social Proof Messaging Boosts Jewellery Sales
Social proof messaging is one of the most effective ways that retailers and brands can elevate the jewellery eCommerce shopping experience.
Retailers like Debenhams, M&S, Michael Kors and Very, leverage social proof messaging across the digital shopping journey to guide the decision making process and help shoppers make more confident purchases.
In essence, real-time social proof acts as a virtual sales assistant, guiding shoppers to what’s popular, on-trend, available or well-rated by other shoppers.
These insights are based on real-time aggregated data that allows retailers to showcase how many of an item has been bought in a specified period or how many people are looking at a product at any given time or time period. By incorporating review data with social proof messaging, shoppers can even see what other consumers think of the products – for instance “80% of consumers rated this 5 star”.
For jewellery shoppers, social proof is very helpful as it helps them make better and more confident purchase decisions. Social proof can also help create a sense of urgency, altogether prompting shoppers to convert, increasing sales and even reducing cart abandonment as a result.
The Taggstar Social Proof Solution is extremely easy to integrate, and is available for enterprise retailers as well as brands that are growing their eCommerce business.
Contact us today to learn more about how social proof can help grow your online jewellery business.
