There are so many marketing online opportunities for creatives these days. But they definitely require some strategic finesse. Unfortunately, we can’t just throw money at Facebook ads and watch the sales roll in. 

So I’m hoping this guide on how to market handmade jewelry can help you become a ninja with your craft marketing!

This post kicks off with my 6 essential tips for successful marketing. 

From here, I’ll guide you through the critical phases of online marketing and how to use a content strategy that’s value adding, engaging and builds brand.

Ultimately, you’ll have a clear path forward and a strategic outline for marketing your handmade jewelry. 

So let’s do this!


    Intro: 6 Essential Concepts For Online Marketing

    This first section will serve as an important foundation moving forward. 

    So while there are many moving parts to online marketing, the concepts outlined below I believe are most essential.

    I’ll briefly go through each concept and what they mean for marketing and selling online. 

    You may notice that many of the concepts overlap and complement each other nicely.

    The Sale Funnel Model

    Using a sales funnel means you’re acutely aware of where your customers and prospects are within the buyer’s life cycle.

    A typical funnel starts at the top with cold prospects. 

    These are people who have never heard of you never heard before and campaigns are built around bringing awareness to this group (i.e., not selling).

    Next you move into consideration and warm traffic. 

    These people have heard of your brand before and are starting to potentially trust you. 

    They are more likely to make a purchase or complete a conversion of some type.

    Finally, we start moving toward hot traffic. 

    These are your warmest leads and most likely to make a purchase or conversion. 

    These could include existing customers or even recent cold traffic that you’ve nurtured and guided towards the bottom-of-the-funnel through retargeting campaigns and offering a lot of high-quality, free value (before selling).

    This is of course just a quick 10,000 foot view of a sales funnel.

    But understanding these core fundamental keeps our marketing strategic.

    Platform Choice & User Mindset

    Not all platforms are created the same. 

    Users are on Pinterest, for example, for a very different reason than Instagram and users are on Instagram for a completely different reason than Google.

    This reality shapes the user’s state-of-mind while on various platform. 

    So it’s critical that we match our marketing objectives and messaging to best match the user’s mindset based on the platform they’re using.

    Let’s consider Google as an example. 

    Users use Google to search for solutions to problems and answers to questions. Users are more likely in a buyer’s mindset.

    This is why ranking articles or placing ads on the first page of the search results is so valuable – users are actively searching for solutions and likely looking to purchase something or consume your content.

    Now let’s consider Instagram or Facebook. 

    Users here are not in a buyer’s mindset and are instead looking for entertainment and to engage with family, friends or even influencers they follow.

    Therefore, marketing on these platforms requires acute awareness of this reality. 

    In this scenario, creating content that matches the user’s expectations and mindset are crucial.

    Also implementing a comprehensive retargeting strategy to push prospects along your sales funnel and close to a conversion is recommended.

    We Tend To Buy On Emotion

    Whether consciously or subconsciously, people buy things for the transformation they believe they’ll experience after purchasing that product or service. 

    We want or expect a desired result and a change of state.

    So by speaking to that transformation, you’ll be setting yourself up for a higher conversion rate.

    For example, let’s say your jewelry is a high quality and lasts for years. 

    A marketing message such as “This is bracelet is made of X and will last for many years to come” focuses on durability and is not the most enticing copy.

    However, shifting to a more emotional approach such as “This bracelet lasts so long, you’ll be able to create your own memories with it now and still pass it down to your daughter in 10 years” would resonate on a much deeper level.

    The customer can feel the true value of the bracelet.

    This situation would require your targeting to include mom’s who like jewelry, and value family.

    Adding Value & Building Brand

    Adding value is the hallmark of successful digital marketing campaigns and it’s a fantastic strategy for establishing trust, awareness and building brand as an artist

    There’s always value in giving value. 

    And this is especially true if your brand is newer and you don’t have a longstanding fan base.

    Converting a new prospect to buy from a brand that they’ve never heard of before is very difficult. 

    Similarly, prospects will rarely convert (i.e., make a purchase) after the first point of contact with a new brand.

    This is one reason why retargeting is so crucial to any comprehensive marketing strategy.

    So what’s this all mean anyways?

    Well, implementing a give first, take later approach means you’ll be focusing on the customer’s experience while establishing brand awareness and trust prior to selling. 

    These are powerful components of a conversion.

    Focusing on building a relationship – through giving value – before the sales pitch is always a great strategy.

    Of course, there are exceptions to the rule – such as impulse purchases, random luck and low competition in your particular niche. 

    But those situations are often short-lived and do not establish brand equity and business longevity.

    So let’s have look at some value-adding content/topic ideas for handmade, artisan jewelry brand:

    • What to wear at a wedding as a bridemaid
    • 10 ways to wear jewelry for men
    • Sustainable jewelry VS the rest: What to know before your next purchase

    The types of content ideas above invite the reader in with real, valuable information. 

    As a result, they naturally become aware of your brand.

    So you’ll be establishing a level of trust much deeper than brand that go straight for the sale. 

    And this trust will continue to strengthen more through retargeting and subsequent interactions.

      What Makes Your Brand Different?

      It’s a new day in entrepreneurship and anyone can easily build an online store. 

      However, most will fall short on the crucial elements of building brand, marketing effectively and knowing their differentiating factor(s).

      And this doesn’t need to be some incredibly unique innovation never done before.

      Something as simple as attaching your unique story to your brand will add a level of differentiation (and brand) to your jewelry that others just simply cannot duplicate.

      Another way to stand out with your marketing is using irresistible offers. 

      This strategy presents your prospects with an offer so good that it just makes more sense to take action. For example:

      • Freebies, BOGO, etc.
      • Free + shipping
        • You give away free bracelets and the buyer only pays shipping
        • You’ll want to calculate the shipping costs to at least break-even
        • Adding one-click up-sells and order bumps during checkout will increase your average cart value here
      • Contests & Giveaways
      • Donations
      • Lead magnets

      Either way, enticing someone to take a desired action requires a deep understanding of their interests, values and pain points. 

      By providing a solution to those pain points through irresistible offer, you’ll be creating a high-conversion environment.

        Retargeting Is Very Effective

        Retargeting is the backbone to any successful marketing strategy. 

        It’s so powerful that any paid campaign that doesn’t understand and implement this key concept will very likely fail.

        In marketing, the rule of 7 dictates that a cold prospect will need to be exposed to a new brand or business up to 7 times before they take any desired action or make a purchase.

        This principle highlights the importance of implementing retargeting in your marketing strategy. 

        This can be done in a variety of ways, such as retargeting your website visitors or retargeting people who engaged with a previous ad or social media post.

        $ Tip Jar $

        Creating free content that ranks in Google and other search engines through SEO is a fantastic, free marketing strategy.

        You can even couple this with retargeting by sending paid ad campaigns to visitors of specific content pages as complete marketing synergy. 

        Read how to do SEO for handmade jewelry here!

        Know Your Niche, Know Your Market

        If I had to summarize this section and concept in one sentence, this would be it: If you try to reach everyone, you’ll reach no one

        Put another way, a target market that’s too large (and general) severely hinders your ability to customize ads and market effectively – especially for a small or niche business.

        As a result, your brand is far less likely to resonate with your ideal target customer or appeal to them in any deep or meaningful way.

        So step one to creating any good marketing plan is to understand exactly who your target market is. 

        This is your customer avatar and will guide your advertising efforts, content creation, product development and brand messaging.

        Understanding your target market will help you to customize campaigns with specific offers.

        For example, creating a line of ocean-inspired engagement/wedding jewelry. 

        Here, you could target recently engaged couples who also like beaches and oceans with these jewelry options.

        Naturally, this campaign would feel very personalized and ultimately result in higher conversions and engagement. 

        This is much better than just sending out generalized “buy my jewelry” ads to everyone who simply likes bracelets and necklaces.

        Create Jewelry Content That's Value-Adding

        If content is king, then the value it adds is queen. Solving problems and providing solutions for your target market are of course important, but value comes in other ways. 

        So what is value-adding content?

        For simplicity, I like to split value into three archetypes:

          Educational content

          Inspirational content

          Entertaining content

          If you look at the content of businesses and brands – of any size or industry – it will likely fall into one (or more) of these three categories.

          And that’s because good marketing is not just selling and good brand building efforts are not just inward-looking. Crafting a content strategy around these value-adding concepts will keep things organized and focused on the end consumer’s experience.

          So when it does come to selling, you’ve established and built trust, authority and brand equity. These almost intangible aspects of business are crucial for growth and success. And value-adding content is one of the best ways to tap into these assets.

          $ Tip Jar $

          Make your offers irresistible. Striving to make a “no-brainer” offer means your target audience feels compelled to take action. 

          This can be done using freebies such as lead magnets, time-sensitive offers, exclusivity and customized, free “quick wins” that solve a real problem for your customer.

          Free VS Paid Jewelry Marketing

          Paid ads are a great way to reach new prospects and scale a business profitably. But there are so many content-based free ways to market your jewelry business online. Let’s explore these two strategies in more detail.

          Most successful businesses will employ both free and paid strategies into their marketing protocol and if you’re just starting out I recommend building out a free marketing strategy.

          In this way, you can leverage the free content and established brand foundation for better, more structured paid campaigns.

          Either way, the focus on giving value and customizing your solutions and messaging to your specific target market are shared qualities. So let’s look at some common platforms and strategies for both free and paid marketing.

          Free Marketing Options

          Free marketing is ongoing and a critical asset to any business or brand. Often these options include evergreen content (i.e., content that stays relevant and useful over time) and create automated traffic solutions and lead generation opportunities.

          Let’s look at some of the most common free marketing strategies and options for a jewelry business.

          • SEO & Blogging
          • Social Media (Instagram, TikTok)
          • LinkedIn
          • Medium
          • YouTube
          • Pinterest
          • Other Options (Triller, Google My Business, strategic partnerships, online marketplaces such as Etsy)

          Paid Marketing Options

          Paid marketing requires intentional strategy and a deep understanding of the advertising platform you’re using, marketing best practices and buyer psychology. Still, it’s a highly affordable option for businesses of any size, budget or industry to use.

          Modern online marketing allows us to reach virtually any customer we want with a personalized message and offer. Let’s look at some options!

          • Social Media Marketing (Instagram & Facebook, Pinterest)
          • Search Engine Marketing (Google, YouTube)
          • Influencer Marketing

          $ Tip Jar $

          Install the Facebook Pixel onto your website and blog for high-return retargeting ads. 

          Reconnecting with prospects who have already visited your website or specific pages on your site is a great strategy with a high conversion rate. 

          Learn more about Facebook ad remarketing here!

          Testing & Scaling​

          This last section is like the shell of an ongoing marketing strategy. It’s the growth and optimization of your efforts and the way to makes things more efficient and effective while reaching and exploring new markets.

          I won’t go deep into the various testing and scaling strategies – since that would be a whole course in itself! 

          But let’s briefly talk about how to use these things in your marketing.

          I suppose these concepts are rather self-explanatory, but testing involves creating and testing various details of a campaign. 

          For example, testing different combinations of images, videos, messaging/copy, target markets and offers will yield you with powerful data on what works best and gives you the best ROI.

          From here, you simply want to take the best-performing combinations and scale them (for example, by increasing their budgets). 

          At the same time, testing new combinations and creatives to continue growing.

          Depending on your budget and strategy (i.e., free vs. paid), testing and scaling are key components and advanced techniques for modern marketing but will definitely optimize your efforts for continued growth!


          This post has provided a comprehensive look at what makes a good marketing strategy and best practices for implementing an effective one. As a handmade jewelry business owner, focusing on things like adding value, establishing relationships and building brand are key concepts.

          Understanding your unique story and differentiating factor(s) will enhance the authenticity and originality of your brand.

          Just remember, as consumers, we want to buy into a brand that we can identify with on a more personal level – especially for something like handmade jewelry. We prefer something that aligns with our values and interests.

          So keep creating your craft and remember to market with your ideal end consumer in mind. And always think about how you can create value for your audience and your market.

          Let me know in the comments what the biggest marketing hurdle has been for your jewelry business!


          Desmond W · January 14, 2021 at 3:52 pm

          Great article and has helped me alot

            Jeffrey Quinn · February 21, 2021 at 7:32 pm

            thanks so much, Desmond! I’m happy you found it helpful – wishing you the best of luck!

          Eminejomo Ikponmwen · April 7, 2021 at 10:52 pm

          Awesome info. Thank you!

            Jeffrey Quinn · April 13, 2021 at 2:52 am

            Yay I’m so happy! Thanks for reading and I’m glad you found value! 🙂

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