Date:
2024
Category:
Increasing Customer Retention in the Jewellery Industry with Tailored CRM Workflows
Overview
A bespoke jewellery brand, renowned for its fine craftsmanship and timeless pieces, traditionally catered to a mature audience of women aged 45-65. As the brand looked to expand and reach a younger demographic (ages 25-40), they faced two primary challenges: engaging a new, digitally-savvy audience on social media and differentiating themselves in a saturated market.
Challenge
The brand needed to effectively communicate the long-term value and investment potential of bespoke jewellery—qualities highly appreciated by their existing clientele but not widely understood by younger customers.
Solution
We developed a dual-faceted strategy, focusing on audience education and social media engagement:
Educational Content Campaign
To educate the younger audience about the investment value of bespoke jewellery, we created an educational content series.
These were delivered through a mix of blog posts, Instagram carousel graphics, and short educational videos, breaking down complex concepts into accessible, bite-sized insights.
Targeted Social Media Campaigns
Understanding that the younger audience spends time on Instagram and TikTok, we launched targeted ads on social media platforms that showcased the craftsmanship and uniqueness of bespoke jewellery, highlighting the brand’s dedication to quality and personalization.
Interactive Engagement
We encouraged direct engagement by introducing “Behind the Scenes” stories, Q&A sessions with the designer, and a “Design Your Piece” quiz. These initiatives invited the younger audience to explore bespoke options and provided a glimpse into the creation process, making the experience feel personal and approachable.
Results
35% Increase in Target Audience Engagement
Through targeted educational content, we saw a significant uptick in engagement from the 25-40 age group, with more followers saving and sharing the posts.
18% Increase in Website Traffic
Social media campaigns drove younger customers to the website, where they could explore custom options and read more in-depth content about the value of bespoke jewellery.
12% Boost in Inquiries
Within 3 months, the brand saw an increase in inquiries for custom pieces from younger customers, specifically those interested in understanding the long-term investment benefits.
Key Takeaway
By using educational content and targeted social media outreach, the brand successfully connected with a younger audience in a way that was relevant and meaningful. This approach helped build awareness around the unique value of bespoke jewellery, bridging the gap between tradition and modern luxury in a competitive market.
