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Selling jewelry online makes life easier for customers to browse your inventory from the comfort of their homes. And just as your potential customers browse your website to see what products you offer, it’s important for you to also understand what kinds of jewelry pieces they are looking for, before they make the appointment to visit your store. Here are some strategies you can use to increase your understanding of your customers, and ultimately, to increase your sales.

Planning Your Calendar

The jewelry business has seasonal dynamics, so it’s a good idea to plan your calendar for certain periods when traffic naturally increases and customers are more likely to make a jewelry appointment. Aside from the holidays, bridal season should be a top priority in your planning. Spring and fall offer the best opportunities for selling high-end jewelry, as June and September are usually the most popular months for weddings. January, February and March tend to have less weddings, but you can still use January for after Christmas sales, February as Valentine’s specials and March for the spring forward specials.

Knowing Which Jewelry Is Popular

It’s important for you as a jeweler to know which jewelry is popular, since trends are always changing. The best way to quickly learn about trends in diamonds and gems is to visit authoritative industry sites such as National Jeweler,, Idexonline and JCK Online. You can also gauge popularity from your own market research through website analytics and customer feedback. Figure out what your top products are and then showcase them prominently on your site. GemFind also sends out weekly newsletters with content about the jewelry industry’s latest trends and topics, so contact us if you are interested in receiving these emails!

Create an Appointment Page

Create an appointment page that will help you connect with potential customers right away. This provides you golden opportunities to capture leads, either through a simple form, email or phone call. Make sure that you include your most relevant contact information on your site, especially on the “Contact Us” page.

Refer to your jewelry appointment page on your social media posts periodically, so that your followers develop an awareness that they can easily interact with you at their convenience. This strategy will increase the odds of jewelry appointment activity.


Building a website with special applications and tools designed with jewelry stores in mind, is essential. Learn more about GemFind’s interactive apps that lead to customers setting a jewelry appointment, as well as web design and digital marketing techniques for increasing your online visibility.