Jewelry Consumer Insights — Digital Trends in Q2 2024
"Customer loyalty comes from consistently meeting and exceeding expectations."
Shep Hyken
Every jeweler dreams of being called “my jeweler” by their customers. Once you’ve earned their loyalty, they’ll come to you for any special occasion that calls for exquisite fine jewelry. Offering repair services helps further entangle existing clientele — and is a fantastic way to draw in new customers — to ensure they return to you for all their jewelry needs.
In this report, we’ll delve into key trends in search queries that can drive traffic to your repair services. By understanding what customers are looking for in jewelry repair, you can effectively optimize your website and marketing strategies to attract qualified customers.
Trend Report Guide
Each trend will come with various insights to help you better understand consumer behavior. Both the keywords and the FAQs would work well as focus keywords in your Google Ad campaigns as well asother marketing efforts to identify qualified audiences.
Before diving into the recent trends, let’s break down each part of a trend report:
The average monthly search volume gives you an indication of the popularity of that trend in comparison to others.
The trend graph shows a rolling 12-month summary of search popularity to help you better understand if this is topic is steady, losing traction, or gaining in popularity over time.
Frequently searched with terms will grant you additional insights as to what types of metals, carat weights, and other features are valued by consumers concerning that trend.
Frequently asked questions can give you some insight into what kind of information consumers are researching. It also gives you an opportunity to answers those questions.
Now that you understand how to read the reports, let’s explore what trends are happening in service and repair.
Service and Repair Trends
To kick off our quarterly insights, I’ll share what people are searching when looking for jewelry services such as repair, resizing, restyling, and other bench services. Many of these keywords heavily suggest that consumers want quick turnarounds — within a day or two — for these services. This proves there is value in having equipment in store to quickly provide service to your customers instead of sending their jewelry off to a repair center.
"Jewelry Repair"
224,000 Monthly Searches
Frequently Searched With
- Fast
- Jewelry
- Watch
- Store
- Near me
Steady Trend
Common Keywords
- Jewelry repair near me
- Fast jewelry repair
- Jewelry repair services
- Watch repair near me
- Ring resizing near me
Frequently Asked Questions
- How to repair jewelry
- Does kay jewelers repair jewelry?
- Does Walmart do jewelry repair?
"Ring Resizing"
146,000 Monthly Searches
Common Keywords & Frequently Searched With
- Ring resizing near me
- Jewelers near me that resize rings
- Same day ring resizing
- Resize a ring near me
- Engagement ring resizing
- Resizing rings at Kay Jewelers
Upward Trend
Frequently Asked Questions
- How much does it cost to resize a ring?
- How long does it take to resize a ring?
- Where to get a ring resized
- Can tungsten rings be resized?
- Can you resize a bigger ring?
- Can titanium rings be resized?
- Does Walmart resize rings?
Insights
Many customers looking for ring resizing care about two things: they want it done fast, often the same-day, and they want to feel secure that their piece will not be damaged. Consider these two consumer concerns when marketing your repair and resizing services.
If you have a soldering station or a laser welder, consider advertising same-day or next-day resizing and repair services if your shop can accommodate that promise. Many jewelers have ramped up their repair services utilizing this marketing tactic. Consider using this messaging on Google Ads, using the above keywords to attract new repair customers.
"Jewelry Cleaning"
169,000 Monthly Searches
Common Keywords & Frequently Searched With
- Homemade jewelry cleaners
- Do it yourself jewelry cleaner
- DIY jewelry cleaner
- Engagement ring cleaner
Downward Trend
Frequently Asked Questions
- How to make jewelry cleaner
- What is the best homemade jewelry cleaner?
- Where can I buy jewelry cleaner?
- How to clean silver jewelry
- How to clean gold jewelry
Insights
Consumers are looking for ways to keep their jewelry clean at home, so offer them cleaning products that achieves this. Take advantage of branding by adding your logo to all cleaning supplies you sell or give to your customers. This keeps your store top of mind, increasing loyalty and awareness.
Targeting these keywords in Google Ads may drive potential new customers to your store.
For jewelry buyers, consider offering complimentary jewelry cleaning for anything they’re wearing. Not only does this build loyalty, but it will make them think of your store the next time their jewelry needs cleaning.
There is a spike in searches for jewelry cleaning after the holidays when consumers have just received their jewelry gifts and are looking for ways to keep their jewelry clean. Make sure you are that resource for them!
Fine Jewelry Trends
"Tennis Bracelets"
497,000 Monthly Searches
Common Keywords & Frequently Searched With
- Diamond
- Gold
- Moissanite
- 18k gold
- Lab Grown
Upward Trend
Frequently Asked Questions
- How much is a tennis bracelet?
- Are tennis bracelets still in style?
- How to open a tennis bracelet
"Custom Jewelry"
136,000 Monthly Searches
Steady Trend
Common Keywords & Frequently Searched With
- Engagement rings
- Pendants
- Engraving
- Services
- Jewelry boxes
- Necklaces
- Personalized name necklaces
Frequently Asked Questions
- How much does custom jewelry cost?
- Is custom-made jewelry more expensive?
Insights
More than 80% of all engagement rings have some form of customization or personalization. In addition, consumers are very interested in custom pendants and necklaces with an influx of interest in custom imprinted jewelry boxes.
"Pearl Jewelry"
54,000 Monthly Searches
Steady Trend
Common Keywords & Frequently Searched With
- Black pearl jewelry
- Mother of pearl jewelry
- Pearl jewelry set
- Pearl wedding jewelry
- Freshwater pearl jewelry
- Men’s pearl jewelry
Frequently Asked Questions
- How to clean pearl jewelry
- Can mother of pearl jewelry get wet?
- Where to buy real pearl jewelry
Lagniappe
In Louisiana, we have a Cajun French word, “lagniappe,” which means “a little extra”. It’s the Cajun equivalent of a baker’s dozen.
Here’s a little lagniappe for you.
Jewelers often ask us, “which content management systems do you recommend for a jeweler website?”
Answer: For any professional jeweler looking to create a website for their business, I recommend considering Shopify or WordPress. These are two widely used CMS platforms today, meaning most developers are familiar with them. They offer robust support and security along with a wide range of stable plugins to add almost any feature you might need. Both platforms are designed with SEO in mind, making it simple to optimize your site for search engines. They are also user-friendly, allowing you to easily learn how to manager them yourself. Additionally, they provide the flexibility to incorporate e-commerce functionality if you decide to start selling online in the future.
ABOUT THE AUTHOR
Hunter Trahan
Senior Digital Marketing Specialist
Hunter is an experienced digital marketing, content writing, and data analysis professional with certifications for Google AdWords, Google Analytics, and SEMRush. He uses his passion for digital marketing and analytical skills to craft successful strategies that benefit both Stuller and our customers.