Guest column by The Diamond Store chief executive officer, Gary Ingram

The job of online jewellery retailers has never been so tough. The cost of acquiring customers and in particular Google clicks have soared. Brexit looms. Modern customer expectations and the social media landscape are forcing us to do more with less.

To combat the pressure, here are seven critical habits that I feel will help British jewellery e-tailers build stronger brands and bottom lines heading towards 2019, which we apply to


  1. Be adaptable

Digital trends, Google algorithms, smartphone touch payment technology; the tools that drive online sales are in a constant state of flux. As frustrating as it is sometimes, we must constantly be prepared to trash yesterday’s plans and start again. Embracing change is the only way forward in the fast-moving world of ecommerce.

  1. React to trends as they happen

Celebrities dictate trends – as we’ve seen with Meghan Markle. But if we want to sell products off the back of trends, we need to react to them in real time. Tomorrow is too late. During the week of the Royal wedding, traffic to our online magazine’s Royal Family articles spiked from 12,000 weekly organic visits to 35,000. This provided an incredible vehicle for sales, but we were only able to benefit from it because we had exciting, interactive web and social content poised to go live as the event unfolded.

  1. Get granular

Granular… this marketing buzzword has been thrown around so much, some have come to loathe it. Yet it is exactly what brings an online environment closer to a “real store experience”. Granularity refers to crunching marketing data down to the finest level of detail. For instance, we know that our biggest social media sales converters are females, 25-35 of age. We also know fairly accurately who, and for what occasions, they buy jewellery gifts for. This amount of detail allows us to create targeted campaigns that offer genuine value to our customer niches.

  1. Overlap customer services and social media

Today’s online shoppers expect to communicate with retailers instantly, via multiple channels. We offer Live Chat, WhatsApp, Facebook Messenger, social media feeds, and of course, email and telephone. This means our Customer Service and Social Media teams need to work closely together to catch every customer comment and question. The focus is on gaining trust; when our teams align their efforts it makes our customers feel reassured.

  1. Find practical ways to refresh product lines

Baby boomers and generation X are still shopping for classic heirloom jewellery, while millennials look for pieces with a shorter trend-based lifespan. This makes curation of product lines incredibly tricky. But often simply updating best-performing collections by introducing variations in precious metal type, gems or design details, keeps things exciting for loyal customers, while attracting potential new shoppers.

  1. Expose your brand to unbiased feedback

The Competition and Market Authority (CAM) estimates that around £23 billion per year spent by UK consumers is potentially influenced by online reviews. We have been subscribing to the independent review platform since 2011 because it not only allows us to get honest feedback, but also respond to it. Again, in an online environment where we don’t meet our customers face to face, this is another route to personal interaction and trust building (as well as overall improvement).

  1. Provide value

Sales are what keep businesses going. But modern consumers don’t like to feel that they’re being sold to. Tweaking your message from “selling” to “being of service” adds value and creates a shopping experience so good your customer want to repeat it. To add value, do your research and give customers what they want; speak their language, provide attractive packaging, offer trustworthy advice, useful content and fast free shipping. Arguably, the overall message of value that brands provide can sometimes be even more important that the products they sell.


  1. Great article. I agree unbiased reviews are becoming a requirement nowadays, even googles own reviews can work wonders. In my experience though it can lead to loss of sales if they are not prepared for receiving bad feedback or changing bad habits. Some people’s honesty can be rather brutal nowadays and once published there is little you can do to remove it, following you around like a bad smell. Lets be honest how many of us when buying go straight to the bad reviews first? even if they have 500 good ones.

    I know it’s probably a flippant comment but “we must constantly be prepared to trash yesterday’s plans and start again” surely shows the company has little direction and planning in place and are therefore already set to fail? If a company provides value, as you outline in point 7, with desirable products and solid customer service, consumers will find ways to make connect and buy. I think more apps, more social media tools and more ways to pay are creating costly distractions. Interested in other peoples opinions on this.

    thanks for sharing.