March 8, 2021 Guest Blogger

How Are Jewelry Brands Harnessing the Power of Influencers?

Influencer marketing is continuing to grow exponentially in size and influence, with recent research by Mediakix indicating that the industry will be worth up to $15 billion by 2022. Around 80% of brands are tapping into Instagram influencer campaigns, 45% are turning to Facebook, and 36% are relying on YouTube. Some of the top industries relying on influencers to boost sales include fashion, beauty, skincare and jewelry. How are the savviest brands making the most of influencers’ unique ability to sway their audience’s tastes and spending habits?

Developing Influencer-Designed Jewelry Lines

One of the most sought-after ways for influencers to make their mark on a jewelry brand, is by designing dedicated lines alongside established houses. Three celebrities who have dreamed up their own line of fine jewels are Billie Eilish (for Heart of Bone), Kate Moss (for Ara Vartanian) and Sarah Jessica Parker (for Kat Florence). As Moss and Parker have designed high-end lines, they have chosen luxurious gemstones boasting great care in cut and optimal clarity (Parker’s line, for instance, only uses the highest grade clarity – D – for all items). Of course, clarity is just one aspect of perfection when it comes to diamonds. Care has also been taken that all the parts of the diamond – including the crown and table areas, girdle and culets (the bottom or narrowest part of the diamond) – enable stones to shine to their greatest ability. Top brands value pointed culets, which do not allow light to escape through the diamond and provide a maxim shine factor.

Influencers As The Face For New Lines

Often, influencers simply lend their image to present new lines. They can either do so at launches of new lines, or by donning select pieces at events. Iconic Swiss jewelry maison, Chopard has managed to attract the attention of top celebrities and influencers such as Chiara Ferragni, Léa Seydoux, and Adriana Lima for red carpet events. Other brands that work alongside influencers for upmarket events include Bvlgari, Cartier, and Van Cleef & Arpels.

Working Alongside Micro-influencers

Brands selling quality fashion jewelry often select micro-influencers (with up to 100,000 followers) to raise awareness of their brand. These jewelry houses aim to reach target audiences by offering micro-influencers pay per post sponsorship, a percentage of commission on sales, or set earnings depending on follower numbers and activity. Brands embracing this model of influencer marketing include Seeklia (an Italian firm specializing in handmade artisan jewelry), Stefano Patriarchi (selling quality gold plated silver jewelry), and Icey Jewelry (inspired by hip-hop bling).

Fashion, beauty and jewelry brands are leading the way in terms of influencer marketing. From high-end firms to more affordable ones, brands are allying with influencers known for their unique style and sense of aesthetics. Those with the budget for it are designing dedicated lines alongside celebrities and influencers, but many more are offering influencers paid sponsorships, commissions, and a percentage of sales.

Freelance contribution especially written for Find Your Influence by Karoline Gore.