jewelry industry marketingLast weekend, my girlfriend and I got engaged.


But you don’t care about that. Let’s discuss marketing.

I bought her engagement ring from Freedman Jewelers. They’re a small, family-owned jewelry store that’s been around for more than 68 years. My close friend and former roommate is their CMO and helped me navigate the ring purchase. He taught me about color, cut, clarity and carat, helped me hit my budget and found the perfect ring for my fiancée.

The jewelry industry is one of those industries that revolves heavily on relationships. Purchasing jewelry, like buying a car or a house, is a highly emotional investment. The best performing realtors, car dealerships and jewelry stores all have one thing in common – they focus on the lifetime value of their customer.

Most people in the market for a car or a house will buy (or sell) more than one car or house in their lifetime. It’s the same with jewelry, no? People buy an engagement ring, then they go back and buy wedding bands, then they need their watches cleaned, their grandmother’s necklace sold, etc.

To marketers, we’re talking about customer lifetime value. The lifetime value a customer brings to a company is often overlooked in industries where it’s needed most.

After almost 70 years of business, Freedman Jewelers has a pretty sizable chunk of email addresses in their database. Every so often, I get seasonal emails with special offers.

After asking my girlfriend to marry me, and after we slipped the ring on her finger, she started asking questions:

Do I take the ring off in the shower?

What about when I cook? When I sleep?

Did you buy insurance for the ring? Can we add it to our renter’s insurance?

Can I go swimming with my ring? Does the chlorine do anything to it?

How often do we need to have the ring cleaned? How much does that cost?

Am I supposed to get you a wedding band? When do we buy those?

I thought to myself, couldn’t these questions be answered in a simple but effective “new customer” email marketing campaign? It’s a great way to continue building trust with a lifetime customer, and to show that you’re there every step of the way with valuable content, advice and service.

Here’s how a campaign like this might look:

Post-Engagement Email Marketing

These four emails would be sent to both partners. Below I’m just jotting down some notes as to what I’d include in each email. Day 0 represents the date of the proposal.

Day 0: Congratulations!

  • How did you propose? Would you like to be featured on our blog as a featured “engagement story?”
  • You should have received the appraisal and relevant certificates at this point. If you have any questions, don’t hesitate to reach out.
  • Over the next couple of weeks, you’ll be getting emails from us that cover the most important things you need to know about your ring.

Day  3: Engagement Ring Insurance & Wearing Tips

  • Have you insured your ring yet? You can either add it to an existing contents or renters insurance policy, or here’s a specific company we recommend.
  • Here’s a link to a more in-depth article that explains how this process works.

marketing jewelry industry

Day 10: Engagement Ring Polishing & Cleaning

  • How’s that sparkle? Here are some cleaning and polishing tips.
  • Here’s a link to a more in-depth article that explains how often you should clean your ring, and how that process works with us.

Day 30: Wedding Bands

  • How is wedding planning? Most couples choose to purchase wedding bands. Here are some considerations.
  • Here’s what we’ve done in the past with our customers. Here’s how much to budget.
  • If you buy wedding bands in the next 30 days, you’ll get [insert offer or discount here].

Do you have a “new customer” campaign in your business?

photo credit: …love Maegan and ilovebutter