What is a 1:1 Visual Jewellery Business Audit?
Every month we take on 3 jewellery brands that are ready to move to the next level but don't know where to start. We spend approximately 6 hours in total delving deep into their guidelines and essence analysing their online shop and social media performance.
Sometimes a pair of fresh eyes can spot the small mistakes that make a huge negative difference in a company's sales. For example, an inconveniently placed 'purchase' button might have been preventing your potential clients from clicking that 'add to basket' button for the past few years. Or a social media link that does not work, subconsciously reducing the brand's credibility in the online shoppers' minds. And if there's one thing we know about e-commerce, it's that TRUST SELLS.
A while ago we had the pleasure to get our creative minds to @abelinijewellery who specialise in the most gorgeous engagement ring production. Here is a small part of how we helped Abelini clarify their visual aesthetic.
Main Goal
Creating a LUXURY jewellery brand that offers lifestyle and emotion around the old money aesthetic. Target - an ambitious higher-income audience that cares about the luxuries of life. Abelini should invite the high-performers of life to become a part of the family and develop a strong emotional connection with the brand.Â
Mistakes
One of the biggest mistakes jewellery businesses make in branding is the mismatch between their visual content and the high-end image they aim to project. Many brands rely too heavily on casual phone content or TikTok-style videos, which may work for fast fashion, but fall short when appealing to affluent buyers in their 30s looking for engagement rings, luxury gifts, or self-treats.
Low-quality lighting, unedited images, and cluttered backgrounds (like plants or excessive text) can diminish the perceived value of your pieces. Furthermore, a lack of sophistication in model styling, such as poorly chosen manicures or casual environments, takes away from the luxury experience.
To truly resonate with high-earners, it’s crucial to elevate your content with professional jewellery photography, tasteful settings, and curated styling that highlights the exclusivity and craftsmanship of your jewellery. Investing in high-quality visuals will enhance your brand’s appeal and position your jewellery as desirable and worthy of investment.
Visual representation suggestions
Making your client want to be a part of the old money club
Incorporating more wedding content
Adding UGC content with luxury items
Sharing tips and tricks on wedding planning, getting female audiences engaged
Reel captions hidden
Adding professional model/product contentÂ
No more in-house phone content, unless it’s high-quality
More variety
Summary
Achille’s heel - content
Post less, post quality
Keep TikTok content to TikTok, don't mix it with Instagram and online shop
Professional jewellery model photos, professional jewellery flat lay photography, UGC, campaign photoshoots | collaborations are key
High-end jewellery content and retouching will reach high-end clientele
Allow your storytelling channel luxury
Are you ready to find the barriers that are keeping you at a level you're in right now, not giving you a chance to evolve into your dream business?
Book your 1:1 visual jewellery business audit now. Thank yourself later.
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