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Most jewellery is still bought in the showroom, but the decision of which showroom to visit is increasingly made online. Families browse designs on Instagram, check reviews on Google and ask for photos on WhatsApp before visiting. Jewellers who build trust online get more footfall during the seasons that matter.
Lead with trust
- Explain BIS hallmarking and HUID on your website — customers value jewellers who educate them.
- State buyback and exchange policies clearly.
- Show how making charges and gold rate are calculated.
- Years in business and family legacy, with photos.
Photography is everything
Use consistent, well-lit product photos on a clean background, with a close-up and a "worn" photo for scale. Short videos showing sparkle and movement work very well on Instagram. Mention weight ranges and purity.
Instagram as a catalogue
- Reels of new collections, bridal sets, daily-wear pieces.
- Story polls and "DM for price" with fast replies.
- Highlights: Bridal, Daily Wear, Men's, Silver, Gifts, Reviews.
- Collaborations with bridal makeup artists and photographers.
Google Maps
Category: Jewelry store. Add showroom photos, collections as products, timings (including festival hours), and steadily collect reviews.
Seasonal campaigns
- Dhanteras and Diwali — the biggest buying days; start promotions 2–3 weeks before.
- Akshaya Tritiya — strong gold-buying day.
- Wedding season — bridal collections and appointment-based bridal consultations.
- Karwa Chauth, Raksha Bandhan, Valentine's Day — gifting pieces.
WhatsApp catalogue
Share a catalogue of current designs with approximate weights, and invite customers to book a showroom visit. For high-value pieces, offer video-call viewing for NRI families.
Frequently Asked Questions
Should jewellers show prices online?
Because gold rates change daily, many show weight and making charges instead, with "price on today's rate".
Can jewellery be sold online safely?
Yes, with insured shipping and secure payments, though most customers still prefer to buy high-value pieces in person.
What content works best?
Short videos of real pieces, bridal looks, and educational posts on purity and hallmarking.
Grow your showroom footfall
Joboo Web builds jewellery websites with catalogues and runs festive Instagram campaigns. See our festive marketing guide or contact us.