Perhaps the most important part of marketing is the visuals! Luxury products are desirable on their own, but professional photography is important to share their appeal with an audience of collectors. Still life (product only), model photography, and videography provide the solid foundation on which powerful marketing campaigns are built.

Chatham

Customers of Chatham lab-created gemstone jewelry can utilize its predesigned ads to drive desire for its fine jewelry. Examples include an heirloom-quality Chatham jewel placed in imagery with a mother and her young daughter in an embrace and a couple at a romantic destination (think Eiffel Tower).

“Our most successful campaign to date is ‘Gems: the touchstones of life,’” says Monica McDaniel, vice president of marketing. “This campaign endorses the idea that [clients] can begin a family tradition with lab-grown gemstone jewelry that captures a special moment in time.”

Ostbye conducts several photoshoots annually that are adapted for Reels and other artwork. One example of an effective still life shot is a lone long red ribbon fashioned into the silhouette of a Christmas tree with different diamond stacking bands positioned as ornaments. It’s a graphic visual that’s used on three to five different channels to reach target audiences on social media, direct mail, interactive websites, and billboards.

“Omnichannel advertising is always the best,” says Theresa Namie, merchandise manager. “We also send eblasts and texts with social media posts to help them promote. On our website, if a design has had social media imagery done, it is shown with the item and can be downloaded.”

    Ostbye

Still, don’t discount handheld (think paper) promotions. Ostbye has a paper holiday flyer along with its digital version.

“Consumers like something tangible to hold and review and circle what they like for a hint to loved ones in the privacy of their home that is not online,” observes Namie. “We will work with our customer to create artwork as they need for many different avenues of advertising.”

PeriLynn Glasner, design and marketing director for LALI Jewelry, conducted a shoot recently that the brand will feature in a new lookbook, social media, and various marketing materials. Her key to a successful visual campaign?

“Something that’s not overly simple, yet genuinely eye-catching,” she explains. “Our lookbook from last year featured stunning photography of our products and models with our jewelry that truly impressed our customers. We are excited to make a new lookbook this year.”

Clients can see the fruits of her labor on social media and in lookbooks and postcards promoting events and new products.

And while Shefi Diamonds doesn’t produce model photography, it does offer seasonal artwork and product photography for use.

“We can supply images based on retailers’ specific requests,” says Surbhi Jain, marketing director.

Shefi Diamonds

Among the brand’s biggest visual productions is its 52-page holiday catalog featuring more than 500 jewels across 20 collections. The tome can be customized with a retailer’s name and features a wide range of 14k gold designs. Smaller print productions include a customizable 16-page booklet of jewels geared toward holiday gifting as well as an 8-page flyer promoting 10k gold jewelry.