The best jewellers’ social media posts

Each week we round up the best social media posts from jewellers. See who's coming out on top and copy their winning moves for yourself. The tips and tricks are easy to replicate for any business no matter the size.

December 2022

Having the opportunity to share a customer's story on your social channels is always wonderful, and this engagement post from Wongs Jewellers is a really sweet example. One half of the newly-engaged couple has commented on the post, too, which offered a further chance for Wongs to add some customer TLC to the whole experience. Lovely.

How to replicate

Have you got any stories to share? They might be sweet, or emotive, but any item that you sell has to chance to build its own story. As an example, why not invite your customers to share their own proposal stories - Christmassy or otherwise - that you can share on your feed?

With Christmas quite literally around the corner, social feeds are stuffed full of giveaways, and why not? So the question is, how can you help yours to stand out? This post from Rubirox Jewellers is a great example, because they've opted to celebrate their place - Stamford - and have invited their followers to share their experiences with other brilliant local businesses during 2022.

How to replicate

Celebrating your place is a really generous and thoughtful thing to do for any business. It helps to forge connections. It helps to promote a sense of community. In a time when there is less to go around to support smaller, local businesses, finding ways to come together and encourage your customers to keep shopping with you all is vital.

 

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A post shared by RUBIROX (@rubiroxjewellers)

Social media is all about connection. A great way to build a connection with your customers is to show how much you care. This post from Little The Jewellers is pitched perfectly: honouring their customer's story and expressing their own joy in being included in such a project.

How to replicate

You won't always be blessed with precious stories amongst the precious stones, but when those stories do come along, having permission to share them with your audience is a wonderful way to demonstrate how much you care about your work, and the customers who invest in your pieces.

November 2022

Let your images do the talking. This close-cropped carousel post from Saunders and Pughe really focuses on the details in their handmade cufflinks, and that is all the post needs. Sometimes simple really is best.

How to replicate

Don't be afraid to keep your caption short and sweet. Sometimes a concise caption can be more engaging than one that goes into heavy detail. Saunders and Pughe have simply introduced their items, then signposted their customers to their website to view more. Easy does it.

Christmas is approaching, and with thoughts rapidly turning to gifting, giveaways are an excellent opportunity for engagement at the start of the festive season. This post from Faith Jewellers is part of a series of giveaways they're running, which is great for their followers as those who've missed out know they'll have another opportunity to win very soon.

How to replicate

Are you planning on running any festive giveaways? Some key things to remember:

  • Make it easy for your customers to get involved, just as Faith Jewellers have done - a follow, share and tag a friend is pretty standard on Instagram.
  • Make your closing date nice and visible, don't lose it in your caption.
  • Include robust T&Cs, and refer to them in your caption. Don't forget that while you can share links in posts on Facebook and Twitter, links are not clickable on Instagram, so signpost followers to your bio or Stories instead.

Have you got a product that's proving popular at the moment? Share it on your feeds, just as Coe & Co have done in their Facebook post. Showcasing your popular items shows you're interested in the purchases your customers are making, and by sharing them across your social media, you're inviting more people to get a piece of the action.

How to replicate
Keep track of your popular items, and think about how you can talk about them on social media. Perhaps they're limited stock? Consider sharing how many you have left in stock to create a sense of urgency. On Facebook you can add a link to the item your website, just as Coe & Co have done, so don't forget to add it into your caption!

It's not all about the product. Sharing news of your business supporting a charity, getting involved in your local community, or simply doing something exciting that your customers might like to know about, all help to bring colour and personality to your social feeds. This post from Wongs Jewellers about a recent charity night they attended and supported is a great example, and looks like it was super fun occasion, too.

How to replicate
What else are you up to? Are you also supporting a charity at the moment? We're about to run headlong into the season of giving, so offer your customers the opportunity to give back, too. Can you highlight any campaigns that matter to you, or perhaps share a donation link in your bio, as Wongs have done?

October 2022

Bringing colourful items together to create a themed piece - or series - of content is always a good idea. Here David Mellor Jewellers have united two themes in one post: pre-loved items, and Tiffany blue. A simple and eye-catching post, they have also have used their caption to signpost customers to their stores or website to view and purchase, with full item details and pricing included.

How to replicate
Using colour to structure your content can be really helpful. Small pops of colour really stand out, particularly in an otherwise in a neutral Instagram feed, and help to draw your customers in. Have you got any colourful items that you can show off on your own social channels?

Drakes Jewellers have been experimenting with Reels to really bring their expertise to life. Wedding jewellery is an important purchase and the Reel brings some insider know how to the proceedings to help customers make the best choice for them. As we head into peak season and Christmas, Instagram Reels will really help you show off what you have in stock.

How to replicate
Video is an important tool for showing off jewellery and watches. It gives customers the opportunity to see how pieces sparkle and fit. Video also gives you the opportunity to demonstrate your expertise which builds trust with customers. Instagram Reels are easy to create. Give them a go!

Hope and Co Jewellers have a new celebrity brand in stock and have announced it on social media. Many jewellery brands will have brand marketing images you can use on social media to launch new collections with. This will save you creating content from scratch which is exactly what Hope and Co have done here.

How to replicate
If you are launching a new collection or brand especially one with celebrity endorsement, use the imagery that they have available. It may be that their brand is more well known than yours or that the celebrity is, making it more likely to grab attention in your followers' feeds. This approach also allows you to save time on content creation. Remember to tag in your partner brands and celebs for extra reach.

Rubi Rox show us that your social media content doesn't have to be about your product and your business to get attention. The Lincolnshire based jeweller celebrates their location with this awesome video post showing off the beauty of where they do business. In the run up to Christmas there may well be lots going on around you drawing extra footfall to your place, so make sure you get in on the buzz, show off the community sparkle and celebrate your place.

How to replicate
Shopping local and celebrating your place matters to customers. Over the last couple of years shoppers really want to support local businesses who may have suffered during the pandemic. Content that celebrates your place, helps people see that you're invested in your community. So champion your local High Street and the other businesses around you.

 

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A post shared by RUBIROX (@rubiroxjewellers)

Shetland Jewellery have a collection of Celtic jewellery. The business hosts events to invite makers to design and make their own pieces, some of which have been shared on social. In the run up to Christmas stories of craftsmanship, heritage and anything bespoke are a fab way to pique gift shoppers' interests as they look for the perfect, gifts with a unique and individual twist.

How to replicate
If you host workshops or events of any kind, share it on social. People look to social media for things to do and for something unique so this is an awesome way to celebrate craftsmanship and what makes you different. If you don't have events or workshops, you can get the same impact by showing the work that goes into making or repairing a piece.

September 2022

St Albans based Kings Hill Watches teamed up with another local business to get more eyes on their awesome timepieces. The Instagram was posted by the other business who has a much larger following. Kings Watches then shared the post to their own feed. The watch brand was also tagged into the post to encourage even more eyes on the post.

How to replicate
Sharing is caring, and co-creating content with other businesses in your place is a wonderful way to support one another. If there's a business down the road you know you're likely to share customers with, collaborate with them. If you're a jeweller, is there a local floral photographer you could partner with to offer a joint competition prize? Both of you will benefit from the reach of the post. Give it a go.

Neil and Barker have brought a little sparkle to social media. The business offers a bespoke service and they've used Instagram Reels to show off one of the creations. Video is perfect for jewellery and watches as it gives people an idea of how a piece looks close up and how it might look on. It gives you the opportunity to show off the craftmanship in your pieces and tell a bit more of a story.

How to replicate
Experiment with Instagram Reels and Stories to help your pieces and collections shine. If you're camera shy you don't need to be in the video, let your jewellery do the talking. As we head into Christmas using video will help customers consider what you have to offer for those special purchases.

Wongs Jewellers played a special part in a customer's life when he proposed to his girlfriend. David had picked an engagement ring and proposed in Spain and then went on to share the moment with the jeweller. Wongs were able to share the post to earn themselves some engagement of the social media variety. Hearts were warmed everywhere.

How to replicate
As jewellers you are likely to play a big part in some pretty important life moments for your customers. Honour that. Everyone loves a good news or a love story. When your customers tag you on social media, re-share their content and shout them out. It will make you feel warm and fuzzy inside.

Ainsworth Jewellers have spread a little sapphire sparkle across social media in time for September. The post gives us nuggets of knowledge about the precious stone while the image shows off its beauty.

How to replicate
Monthly birthstone content can be planned out a whole year in advance. You can also do the same with stones and precious metals for anniversaries. This kind of content is an easy win. It's quick to create and will always have timely relevance at the beginning and throughout the month.

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