When jewellery founders reach out to us, they usually complain about the same things:
- “We’re getting clicks but hardly any conversions.”
- “Meta keeps rejecting our ads.”
- “Our ROAS was fine when we spent ₹2–3L, but it collapsed when we tried scaling.”
- “People don’t trust us online the way they do in our offline store.”
And honestly, these are valid struggles. Jewellery is not like selling electronics where people just check specs and buy.
Here’s what makes it uniquely hard:
- Buying cycle is long. A ring or a necklace is rarely an impulse buy. Someone might see your ad today and finally purchase a month later.
- Trust is non-negotiable. Buyers want to know—is this authentic? Is it certified? Without proof, they’ll hesitate.
- Ad restrictions. Meta and Google are stricter with jewellery and luxury categories. One wrong word and your campaign is down.
- Ad costs keep rising. Jewellery D2C is booming, which means competition is pushing CPMs higher.
- Scaling is fragile. What works at a smaller spend often breaks once you push budgets higher.
If any of this sounds familiar, you’re not alone. Most jewellery brands hit the same wall.
So, What Exactly Is Performance Marketing?
Forget the jargon—performance marketing is simply paying for results. Not likes, not followers. Results. Sales, leads, or actions you can measure.
Why does it work so well for jewellery? Because jewellery buyers need multiple touchpoints. They see your ad, visit your site, leave, come back, maybe sign up for emails, and only then purchase. Performance marketing tracks all of this and keeps adjusting until the funnel works profitably.
For high-ticket products like jewellery, it’s the only sensible way to advertise. Otherwise, you’re just burning budget with no clarity.
How We Do in Digital Marketing for Jewellery Brands
We don’t believe in cookie-cutter campaigns. Jewellery is too diverse for that. A handcrafted silver brand targeting 22-year-olds has nothing in common with a fine gold wedding brand.
Here’s our playbook, simplified:
Step 1: Audience Research
We don’t stop at “women, age 25–40.” We go deeper. Are they gifting? Buying for themselves? Looking for affordable everyday wear or investment-worthy gold? Do they care about heritage-inspired designs or minimalism?
When you know this, your ads hit home.
Step 2: Funnel That Mirrors Reality
- Awareness: Eye-catching creatives that spark curiosity. Lifestyle shots, reels, influencer-style content.
- Consideration: Trust-building. Reviews, UGC, certifications, founder stories.
- Conversion: Landing pages that don’t leak. Clear product info, EMI options, strong CTAs.
- Retention: Retargeting + email campaigns so buyers come back for birthdays, anniversaries, or festivals.
Step 3: Creatives That Feel Real
Stock images don’t cut it. Jewellery is emotional. Customers want to see how it looks on real people, in real settings. That’s why we lean heavily on:
- UGC (user-generated content)
- Styling videos (how to pair your jewellery with outfits)
- Founder-led storytelling
Step 4: Daily Optimization
We’re not the “set and forget” kind. Ads change fast. One hook dies, another takes off. We test, cut, scale—every single day. That’s how you protect ROAS while growing.
Where We Run Ads That Convert
Instagram & Facebook (Meta Ads)
This is where discovery happens. Jewellery looks stunning in visuals, and Instagram is perfect for it. We’ve seen reels, carousels, and story ads work brilliantly. Retargeting abandoned carts with dynamic product ads also drives solid returns.
Google Ads
Here’s where intent lives. Someone searching “buy diamond engagement ring online” is already motivated. We use:
- Search campaigns for high-intent buyers
- Shopping campaigns for product showcases
- YouTube for storytelling and brand awareness
Marketplaces
If you sell on Myntra, Ajio, Amazon, or Nykaa Fashion, we manage marketplace ads too. It’s a different ballgame, but equally powerful when done right.
Challenges Unique to Jewellery (And How We Handle Them)
- Skeptical buyers: We tackle this with trust signals everywhere—UGC, certifications, reviews.
- High cart abandonment: Smart retargeting works. Gentle nudges, not spam. Sometimes just reminding them of free shipping or an offer does the trick.
- Creative fatigue: Jewellery needs fresh content often. We rotate between aspirational and practical creatives so buyers don’t get bored.
- Scaling without breaking ROAS: Our scaling frameworks help you grow from ₹3L to ₹10L+ spend while keeping returns healthy.
Strategies That Consistently Work
From our experience, these almost always move the needle:
- UGC-led ads → They feel raw, authentic, and instantly build trust.
- Occasion-driven campaigns → Jewellery sales skyrocket around weddings, Valentine’s Day, Rakhi, Diwali. We build campaigns around these.
- Strong landing pages → Jewellery pages need detail—clarity on materials, certifications, easy payment options.
- Smart retargeting → Cart abandoners, product viewers, even Instagram engagers—each gets a different message, not the same generic ad.
A Real Success Story
We once worked with a premium handcrafted jewellery brand. They had loyal offline customers but struggled online. Their ads were all product shots, their campaigns weren’t structured, and they were spending lakhs without results.
We shifted the focus. Introduced UGC-style content, rebuilt the funnel, and launched Google Shopping campaigns. Within six months, revenue scaled 6x and ROAS jumped from 1.5x to 3.2x. The founder told us the online store finally felt like it was working, not draining cash.
That’s the difference between random ads and performance marketing done right.
Why Work With Sqroot?
- We live and breathe D2C. That’s our entire focus.
- We’ve worked across categories, including jewellery, so we know the nuances.
- We balance data with creativity—you need both.
- High client retention. Most brands stick with us because they see results.
- Hands-on approach. You’re not just “another account.” We run your ads like it’s our own money on the line.
