Signet is the largest specialty retail jeweler in the United States, with significant competitive strengths and key retail discipline. Top notch offline online jewelry marketing has resulted in public “desire for affordable luxury”  and consequent strong sales increase for Signet Jewelers.

Signet Jewelers feeds ‘affordable luxury’ demand making it ‘Buy of the Week’ 
- October 2, 2012, 3:08 PM - marketwatch.com

It’s interesting to know that Signet  does not own the high-end jewelers but has name-brand stores like Jared, Kay and Rogers that appeal to a mid-level customer, where demand appears to be holding up.

“The new environments offer sales enhancing in-store technology, including touchscreens that provide access to the H. Samuel website and tablets as a selling aide for the associates. You’re going to hear a lot more about that on the U.S. side as well in just a little while…” “For example, the merchandise range on both H. Samuel and Ernest Jones website has been expanded and the design of the Ernest Jones website has been refreshed. These upgrades reflect the positioning of H. Samuel and Ernest Jones as the top two jewelry websites in the U.K…”

Signet Jewelers’ CEO Source: blogs.marketwatch.com

Social Media Branding – Advertising for Jewelry

Jewelry business is growing, moreover additional sales is coming from eCommerce.  Many brands are displaying and selling ornaments online.  People want to see social proof in the form of reviews, likes, shares and comments. Therefore, an effective start with free marketing furthering to creative social media marketing helps boost online sales.

Jewelry Marketing
Jewelry Marketing – Source: Freepik.com

Even online fashion stores are now selling jewelry and some are even customizing it!  Not surprisingly, the retail market for online jewelry is going to boom.  Digital branding is one of the important marketing tools not only for the big names like Allurez of United States, Tiffany & Co., The Zale Corporation, ebay Inc., The Goldenwest Diamond Corporation, Mikimoto of Japan,  Zale Titan of India, Chow Tai Fook Jewellery Group Limited – Hong Kong, The Swatch Group AG (Switzerland), Shanghai Yuyuan Tourist Mart Co Ltd (China) and Cie Financiere Richemont SA (Switzerland) but also for local jewelers, online jewelry and fashion jewelry stores.

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