Sitting in the Lap of Digital Luxury – A Jewelers Tale

Luxury brands and their customers are a very discriminating and exclusive breed. In the ever-changing digital world, effective luxury marketers  need  to be on top of their technology game as well as consumer trends across all generations, especially in the high-end private jewelry industry.

Luxury goods marketers are going digital!

 

For successful independent private jewelers, the digital age and social media marketing have opened up a whole new diamond star-studded world! For the top luxury jewelry brands and retail stores, traditional marketing avenues still are heavily prevalent but are now coupled with social media marketing and e-commerce. The successful independent luxury brand jewelers, who have always relied on word of mouth marketing and referrals for their clientele, the digital age has brought new opportunities.

According to a recent article by Luxury Daily: 61% of all affluent consumers said technology had allowed them to make more purchases, while 65% said it was changing the way they shop with luxury brands. For a private brand, these stats are very telling in their favor. Based on my queries plus my own past client experience, it’s very common for a client to scour the internet, visit several jewelry stores, thumb through many magazine ads before they come to a private jeweler to purchase a gem and create their own bauble.

 

Private jeweler Conrad London Jewels, LTD. founder Debra Lynn Harris, a/k/a Diamond Deb, is one private luxury brand that has capitalized with the digitization of marketing.

Founded in 1978, Diamond Deb and her company have the diamond blueprint for keeping up with the evolving times and turning customers into happy repeat buyers. Word of mouth marketing and referrals have always been Diamond Deb’s best method of securing clients across the globe. Social media has definitely played a huge role in reinforcing the WOM messaging and reputation of Conrad London Jewel’s inventory, quality and supreme customer service. Yet, Diamond Deb, herself, explains that “It’s truly a referral-based business – it was in 1978, and remains so today.”

Facebook has been a real game-changer for Conrad London Jewels

 

It definitely helps if your independent luxury brand client is visible in the public’s eye, especially when referrals are key. Diamond Deb is a people person and applies her personal passions to her business networking. On a recent out of state travel to attend a music concert, she connected with a famous headlining musician who in turn, purchased an engagement ring through her. In fact, today, she is in Colorado to meet with same client, who is purchasing a few more gems for his now wife.

Social media channels and new tech tools play a key role in today’s contemporary luxury marketing world, especially during gifting holidays like Mother’s Day. “Facebook has definitely increased my sales in the past few years; it truly has paid off,” says Debra Lynn Harris.

Don’t let the market pass you by. Go digital!

 

How do private luxury brands compete against the big stores? Easily. Significantly less overhead is the secret to being able to charge a customer a fraction of what the luxury retailers would. “Every savings is passed on to my client, while providing exceptional quality and service,” says Diamond Deb.

As the younger generations grow into affluent consumers. luxury marketers will be increasingly utilizing digital and social media to connect their products with the right consumers. So marketers – make sure to keep your brands in the lap of digital luxury! Have a marvelous Monday. as

 

Tags: #luxury #jewelry #digital marketing #social media

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