Ecomdigest Jewelry Newsletter - 10.24.2024

PLUS get a peek at Babe Paley’s iconic, auction-ready brooch

Author

Sophie Bruxner-Randall
October 24, 2024 • Reading Time: 6 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Niche Nuggets 🔎

82.5 Communications has won the creative mandate from De Beers Group, aiming to enhance the appeal of natural diamonds in India. This collaboration is pivotal as India emerges as the second-largest market for diamond jewelry. The focus will be on campaigns that emphasize the rarity and enduring value of natural diamonds.

De Beers is committed to growing the diamond category by connecting consumers to the unique attributes of natural diamonds. 82.5 Communications will craft compelling advertising and develop strategies to boost retailer communications, driving business impact. The partnership aims to resonate with the next generation of diamond enthusiasts, ensuring a deep emotional connection with the brand.

Babe Paley's René Boivin clip-brooch necklace, a symbol of 50s and 60s high-society elegance, is up for auction. Featuring 35 carats of diamonds and 96 rubies, this versatile piece reflects the era's fashion ethos. The auction highlights the timeless allure of jewelry as both accessory and art.

Analucia revolutionizes luxury jewelry care with its eco-friendly cleaner, blending effectiveness and sustainability. Founded by Analucia Beltran, the brand uses lab-grown diamonds and biodegradable formulas, setting new standards in sustainable luxury. Their Deluxe Kit offers a complete, indulgent cleaning experience, aligning with consumers' values for eco-conscious luxury.

Carolyn Rafaelian's &Livy offers unique, eco-friendly jewelry designed to connect and empower wearers. Launched in 2023, the brand emphasizes affordability and meaningful designs. Notably, Posy Bracelets feature adjustable bangles with personal inscriptions, promoting individuality and connection. Each piece is crafted from recycled materials, ensuring sustainability and positive energy.

Bondeye Jewelry offers a curated vintage collection, emphasizing authenticity and quality. Founder Jessica Klein selects pieces for their craftsmanship and historical value. The collection includes designer items and unique finds, providing investment potential and style versatility. Proper care and expert guidance ensure your collection's longevity and value.

Insight of the Week 📖

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

Ecomdigest is a Contentive publication in the DTC Ecommerce division