How to Increase Sales in Your Watch or Jewelry Store

A young couple shopping for watches at a jewelry store.

In today’s world of e-commerce, it can be a challenge to compete with far-reaching web sales. Challenging, yes. Impossible, no. If your jewelry or watch store is involved in e-commerce, if you have a brick and mortar store, or if you have both, there are several ways to increase your sales, even with all the competition out there. A marketing plan can be personalized to your specific products, location, and clients.

Social Media Presence

Social Media is probably one of the easiest and fastest ways to get your name out there. It is easy to let everyone know exactly what sets your jewelry apart from all the others. And it all happens in “real-time”. Unlike an ad in the newspaper or a spot on radio or television, it can be seen by your followers as soon as you post. If your store does not have a social media presence, start small, perhaps with one outlet such as Facebook. Facebook has over two billion people liking, sharing and following so it makes it easy to reach many possible customers quickly. They also let you purchase advertising that allows you to target age, location, and interests inexpensively. Once you have mastered your Facebook page (and by mastered, we mean regular and consistent photos and posts), move on to Instagram, Twitter, and Pinterest.

If you are unsure about what to do with your social media posts, simply check out what your competition is posting. Your followers want to know about your new merchandise and when you are having a sale. Post giveaways for additional shares or likes. Take photos. Lots of photos. If you have a brick and mortar storefront, postcodes or coupons to get the customer to get off the couch and visit your store. And speak with a social media marketer who can show you how to get started and what works best in the jewelry business. 

Professional Website

Even if you do not intend to sell online, you need to have a website that is professionally designed and easy to navigate. You can link to your Facebook page so that the same information is reaching a larger audience. If selling online, make sure your products are arranged in a photo gallery that is easy to navigate. If your customer wants to look at gold watches, they should be able to type that in your search bar and see your entire gallery of gold watches. 

Provide information on pricing, shipping, and any specials. Keep an updated contact page so that your customers can reach you with questions. It’s even a good idea to have an informational blog. If your customer sees that you have written an easy-to-follow blog on how to choose the best gemstone, they will know that you are an expert in that field and are more likely to buy from you than another jeweler who does not give as much information.

Cropped view of a saleswoman in a jewelry store helping a couple and showing the female customer a ring and necklace from the display case.


If you don’t have a good understanding of SEO (Search Engine Optimization), you should really do some research or hire someone to help with that. Basically, SEO is the process of increasing the quality and quantity of website traffic to a web page by increasing visibility through search engine results. These are the words that your customer types into the search bar when they go online to look for something. So if your customer is searching for engagement rings, they would be given results to all businesses that use that term on their website. However, if your customer searches for a diamond solitaire, and you list engagement rings, you would not end up in the search results. Companies that specialize in SEO, can help you in descriptions and heading.

Be Seen

If your store is brick and mortar, you will want to be seen at local events. Small giveaways at local fairs or shows are the perfect way to get your name out there. If giving out promotional swag, choose something that your customer is going to use over and over and have your company name put on it. Maybe small containers of hand sanitizer that the customer will use and see each time they use it. Magnetic business cards, pens, and coffee mugs may also be good choices.

Sponsor events such as a race or golf tournament. Sponsor a softball team and have your logo printed on tee shirts. Many local events are featured on television and seeing your name on a banner or shirt, would offer additional free advertising. 

Donate to charitable events. You can have your information visible and you will get your name out there as an altruistic company. Even if you sell online only, you can make a product or monetary contributions to charities for some added visibility. It is all about getting your name out there so the more visibility you get, the more your sales will increase.

Invest in Your “Family”

By family, of course, we don’t mean your parents, we are talking about the employees that may spend more time with you that your regular family. The money and time that you put into your employees should be considered an investment. They are the people that will become your brand. You want employees that are happy in their work, sure, but you also want employees that are knowledgeable and well trained. Nothing is as off-putting as interaction with an employee who is not helpful or cannot answer your questions. Put your money into their training and set a good example. If they like their jobs, they will tell others all about the great place they work and the great merchandise they carry. And if a customer has a pleasant experience, they will recommend to others.


Though we touched on social media ads, there are so many other areas to advertise in. Print, audio, and visual mediums all target different audiences. Knowing your customer demographics will get you the most advertising bang for your buck. How does online advertising work for your brand? Direct mail, magazine, and newspaper advertising is effective in some markets, while radio and television dominate others. An advertising professional can help you decide which medium will be the most effective for your store, demographic and budget.

Though online competition has upped the sales ante over the last several years, it is fortunate that marketing your jewelry business can be handled smoothly and efficiently with some help from our knowledgeable staff. We are industry experts who work with the leading names in the industry. We specialize in the jewelry and watch business and can help you optimize your sales with our marketing know-how. Want to know more? Contact us today at today!