The marketer’s toolbox has been expanding! Reaching clients new and old has never been easier. From tried-and-true tactics like signage to social media and selective uses of cutting-edge artificial intelligence, or AI, there’s no shortage of ways to get people’s attention.

AI, for sure, is the most recent resource to join existing tools. And while a recent article in INSTORE points out that 70% of jewelry businesses aren’t yet using it, those who do stand to benefit greatly.

“Retailers who embrace AI gain a competitive edge, offering better customer experiences and operational efficiency,” explains consultant Megan Crabtree, who goes on to offer nine AI-driven strategies to boost bottom lines. What does that list include? Personalized recommendations, customer service chatbots, visual search, product photography enhancement, and more.

Rembrandt Charms

The Carizza jewelry brand within the Shah Luxury Group has been using AI to power its Custom Design Studio. “It can bring your ideas to life instantly,” the firm explains on its Instagram account, encouraging those interested to download the Shah Luxe app to test it out.

Findings from the 2025 Plumb Club Industry and Market Insights report reveal that AI strengthens merchandising strategies through assortment planning—suggesting “optimal product mixes based on regional preferences, seasonal demand, and emerging style trends,” according to the report. Plus, automated inventory tracking systems further refine stock replenishment.

Findings continue: “By analyzing vast amounts of real-time data, ranging from historical sales records to market trends and consumer behaviors, AI helps businesses determine which jewelry pieces will resonate most with their clientele. This minimizes overstocking, reduces markdowns, and improves overall profitability.”

For consumers, this means enhanced “personalization by refining product recommendations based on browsing history and past purchases.” Integrating this information “into digital storefronts and in-store experiences” creates seamless omnichannel approaches that strengthen customer loyalty.

And while email marketing isn’t new, it remains an important tool for many. An article in Forbes calls it “more effective than ever and an essential component of a successful marketing campaign strategy.”

Why? It’s “highly targeted” and “surgically precise,” continues the piece. “No other method can touch it in terms of hitting a bull’s-eye. Fashionable digital platforms can be effective, no doubt, but they’re often more shotgun than rifle.”

Rembrandt Charms is a big believer in email marketing.

“In our professional experience, email marketing remains one of the most powerful tools in a jeweler’s marketing arsenal,” reveals John Lavelle, marketing director. “While it’s common to hear, ‘I never open those emails,’ the data tells a very different story; open rates are higher than most people admit, and engagement is strong when campaigns are done right.”

The key to its success? Ethical list building. “If someone has opted in to receive your emails, they’ve already expressed interest in your store, products, or services,” he continues. “That means they’re far more likely to open your emails, click through, and convert. It’s a captive, qualified audience—so speak to them directly, offer value, and reward them for being part of your community.”

Storytelling is super important, according to marketing experts. Aneri Jewels advises its clients to “lean into it,” says Nancy Italia-Gajera, sales account director of Bridal. That, and exercise consistent effort. To help their customers, the brand provides model and product photography with “Instagram-ready visuals, email banners, carousel posts, and even short videos and Reels,” she adds. “Our goal is to reduce lift on their end while boosting engagements.”

Lavelle agrees with regular endeavors. “From your in-store signage to your social media posts and ad campaigns, every touchpoint should reflect a unified message and cohesive visual identity,” he says. “Consistent branding builds recognition, trust, and credibility.”

Some of Italia-Gajera’s most memorable work to date includes her firm’s 12 Days of Sparkle campaign, which combined local influencer partnerships, countdown stories, daily giveaways, and in-store events. For merchants who participated, “their traffic and conversions doubled during that window,” she says.

Shah Luxury

“Invest in content creation,” she urges. “User-generated content, local influencer collaborations, or even TikTok or iPhone Reels shot in-store or at home humanize the product and drive higher conversion than static imagery alone. Get Ready With Me or #GRWM content focusing on how to wear and layer jewelry for everyday looks could be key.”

That well-curated Instagram account is essential for serving as a portfolio, aspirational point, and storefront. “It’s where discovery, engagement, and purchasing decisions now happen in real time,” she confirms.

And don’t forget that age-specific campaigns are no longer important—“marketing campaigns must resonate across generations,” according to findings in the 2025 Plumb Club Industry and Market Insights report. “Brands are focusing on timeless pieces that hold universal appeal, offering designs that transcend age-specific trends,” continues the report. “This approach caters to a wide spectrum of personal expressions and ideals, allowing individuals to embrace styles that feel authentic to them regardless of their life stage. Luxury purchasing is no longer just about wealth or age; it is about personal identity and how a brand fits into a consumer’s lifestyle and cultural preferences. Brands that adapt to this shift will be better positioned to connect with a broad and diverse audience.”

These are all suggestions and insights that Lavelle can get behind.

“Stay the course,” he implores. “Don’t abandon your strategy too soon—small, strategic adjustments are far more effective than frequent overhauls. A strong, steady presence across all channels is what turns browsers into loyal customers.”