Future of social media marketing of jewellery

today4 November 2023

Written by: Claudia Carletti


In an exclusive panel interview moderated by David Brough, industry insiders delved deep into the ever-evolving realm of social media marketing for jewellery. With experts like Katerina Perez, Laura Inghirami, Bebe Bakhshi, and Renu Choudhary, the discussion was nothing short of fascinating. Let’s journey through their perspectives, unveiling the future landscape of jewellery marketing in the digital sphere.


Navigating the Shifting Sands of Social Media

Reflecting on the bygone era of print media dominance, David Brough set the stage for the panel by underlining the seismic shift to digital platforms. The days of static articles have given way to dynamic storytelling across Instagram, TikTok, and Pinterest. Katerina Perez, a trailblazer in the industry, emphasized the ongoing learning curve, stressing the need to adapt strategies for each platform’s unique ecosystem.


Crafting Compelling Narratives

A unanimous sentiment echoed among the panellists: the power of storytelling reigns supreme. Laura Inghirami expounded on the need for concise yet captivating content tailored to meet the demands of an audience bombarded by information. Bebe Bakhshi championed the art of longer-form videos, advocating for immersive storytelling to captivate viewers and foster engagement.


TikTok Takes Center Stage

Amidst the social media landscape, TikTok emerged as a formidable force, reshaping how jewellery brands engage with their audience. Bebe Bakhshi’s passionate advocacy for the platform underscored its potential as a breeding ground for creativity and authenticity. Despite its infancy in the jewellery sector, TikTok’s allure lies in its unparalleled ability to spark viral trends and foster genuine connections.


The Enigma of X (formerly Twitter) and Facebook

While Instagram, TikTok, and Pinterest basked in the spotlight, the panel briefly touched upon the prospects of X and Facebook in jewellery marketing. Katerina Perez’s pragmatic approach underscored the importance of aligning platform choice with target audience demographics. Laura Inghirami echoed similar sentiments, emphasizing the divergence between Facebook’s mature user base and the youthful allure of emerging platforms.


Looking Ahead: Crafting the Future of Jewellery Marketing

As the panel moved further into the discussion, one thing became abundantly clear: the future of jewellery marketing hinges on adaptability, authenticity, and innovation. In a landscape perpetually in flux, brands must embrace the power of storytelling, leverage emerging platforms, and forge meaningful connections with their audience. With each click, like, and share, the jewellery industry charts a new course in the dynamic realm of social media marketing.


The Facebook Conundrum: Bridging the Generational Divide

As the conversation unfolded, David Brough delved into the evolving dynamics of Facebook, particularly its waning appeal among younger demographics. Laura Inghirami shed light on the shifting preferences of the youth, highlighting the allure of visually engaging platforms like Instagram and TikTok. However, Bebe Bakhshi’s nuanced perspective underscored Facebook’s enduring relevance among mature audiences, positioning it as a pivotal channel for high-end jewellery marketing. Despite the platform’s evolving demographics, the consensus emerged: overlooking Facebook’s potential could be a missed opportunity for brands targeting affluent clientele.


Threads: Meta’s Foray into Social Networking

Threads emerged as a compelling contender amid discussions of emerging platforms, drawing intrigue from panellists like Bebe Bakhshi. With its seamless integration with Instagram followers and emphasis on storytelling, Threads promised a novel approach to brand promotion. Bebe’s firsthand experience illuminated Threads’ potential as a storytelling platform poised to challenge conventional social media norms. Despite initial hurdles, including geographical restrictions, Threads elicited optimism as a powerful tool for engaging audiences and fostering brand narratives.


LinkedIn: Unleashing B2B Potential

The conversation seamlessly transitioned to LinkedIn, heralded as a potent tool for B2B engagement. From Katerina Perez’s sensible approach to Laura Inghirami’s emphasis on networking, LinkedIn became a vital arena for industry professionals. Renu Choudhary’s success story underscored LinkedIn’s capacity to translate conversations into tangible business opportunities, highlighting its indispensable role in the jewellery ecosystem. As the discussion unfolded, a consensus emerged: LinkedIn’s emphasis on professional networking and industry insights renders it vital for brands seeking to forge meaningful connections within the jewellery sphere.


AI: Redefining the Landscape

As the panel grappled with the looming spectre of AI, divergent perspectives emerged on its impact on jewellery marketing. While Bebe Bakhshi acknowledged AI’s growing presence in fashion marketing, concerns lingered over its potential to homogenize design aesthetics. Renu Choudhary and Laura Inghirami echoed sentiments of cautious optimism, emphasizing human ingenuity and emotional resonance as irreplaceable facets of jewellery craftsmanship. Despite the allure of AI-driven insights, the panel underscored the enduring value of human creativity and artisanal expertise in shaping the future of jewellery design and marketing.


In conclusion, this panel discussion offered a multifaceted exploration of the evolving intersection between social media and jewellery marketing. From the generational dynamics of Facebook to the disruptive potential of emerging platforms like Threads, each insight illuminated the nuanced landscape of digital brand promotion. As the industry navigates the ever-changing currents of technology and consumer preferences, one thing remains clear: the future of jewellery marketing lies at the nexus of innovation, authenticity, and human connection.


Panelists: David Brough (moderator), Laura Inghirami, Renu Choudhary, Bebe Bakhshi and Katerina Perez


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