Distinct, polished, stunning. These are the qualities your customers admire in your custom jewelry. Now, imagine your jewelry marketing reflecting that same brilliance. At The Bernard Group, we understand the power of presentation, promotion, and packaging – the three Ps of print marketing that can elevate your brand and drive sales in the competitive jewelry industry.

Here are 3 ways print marketing adds dazzle to your jewelry business:

#1 Jewelry Presentation

We all know it’s what’s on the inside that counts – but let’s be honest, the outside matters, too. When it comes to marketing, it matters a lot. Whether customers are browsing in your jewelry store or scrolling your online selection, the presentation is what takes them from first impression to final purchase.

One simple way to stand out? A custom backing card. Essential for accessories of all kinds, jewelry backers should be creative and engaging, but more importantly, represent your brand and the story you’re trying to tell.

Custom Bookmarks helped Julie Fjell, artist and owner of Julie Fjell Designs, do just that. “I’m a small business but still wanted a sleek, professional look,” she said. “I chose the bookmark to adapt [my backers] to because they were the closest in size.”

Smartpress, the online division of The Bernard Group, gave Fjell more customization options than just size, including paper stocks, drilling options and laser cutting. “I loved that I could personalize my project to the exact size and even add holes to make items easier to attach to the card.”

Debbie Thompson, creator and owner of Tom Design, turned our Premium Business Cards into premium backers for her custom jewelry. “We use these to package our gemstone jewelry [and] feel it takes our jewelry to an upper level of customization,” Thompson said.

Like Fjell, Thompson needed the design freedom that our custom business cards offer. “I love [TBG’s] options and ability to make custom sizes and finishes,” she said. “Each item is customized perfectly for our jewelry packaging needs.”

Hint: Thompson gave her customers a tactile experience with her backers. How? The velvety smooth finish of our Soft Touch laminate. As a customer-focused online printing shop, we make sure they protect your backers while providing a feel unlike any other.

#2 Jewelry Promotion

Once your presentation is perfect, the next step is effective promotion. Your jewelry marketing strategy should extend beyond your products to encompass visually appealing jewelry store signage and informative product catalogs that capture attention and drive engagement.

A.JAFFE’s Rose Naves used custom backlit signs to create impactful in-store marketing. The minimalist design and simple color scheme ensured the focus remained on the exquisite jewelry. “It’s the most effective way for brands to stand out beautifully indoors or out,” she noted.

Free-Standing Signs, another versatile print marketing tool, offer double-sided printing and easy mobility within your retail space, maximizing the reach of your promotional messages.

Traditional jewelry catalogs remain a powerful tool for showcasing your collections, both in-store and through mailings. Emilee Bumgarner, assistant creative director at Audigent, utilized Saddle Stitch Booklets in a unique size to promote the Extensible brand. She treated these booklets like brochures, providing brand insights and highlighting the beauty of the jewelry designs. The saddle stitch binding with a UV coating provided a seamless and luxurious finish, significantly increasing brand awareness.

Paula McDowell, president of the Alliance for Metal Clay Arts Worldwide (AMCAW), creatively used Saddle Stitch Calendars featuring members’ jewelry. This functional promotion kept their artistry top-of-mind throughout the year. The extensive online printing services allowed for customization of paper stocks and finishes, resulting in a “luxurious” feel.

For a more concise promotional tool, consider custom sell sheets, as Ruthie Crawford, owner of Harlow Jewelry, did. These full-color sheets offer a cost-effective way to showcase new products without reprinting entire catalogs. Features like perforation can even add tear-off coupons or business cards.

Key Takeaway: Utilize a variety of printed promotional materials, including signage, catalogs, and sell sheets, to effectively communicate your brand message and drive traffic both online and in-store.

Hint: Beyond the tangible allure of print, consider how a strong visual marketing strategy can amplify your brand’s reach and recognition. See how impactful visuals can be for even the most established brands; explore this incredible Minnesota Wild Transformation.

#3 Jewelry Package Inserts

So you’ve nailed the presentation, the promotion was a huge success, customers are buying – it’s all going according to plan. It’s here that we come to the final P in our jewelry marketing strategy: package inserts.

Easy to slip into shopping bags at the cash wrap or shipping boxes before they’re sent, packaging inserts are the unsung heroes of marketing. For inserts that continue the sale, strengthen brand loyalty and educate your customers, we turn to custom Postcards and Business Cards.

At TBG, both of these marketing staples can be personalized by size, stock, finish and more. Meaning? You can create any and all kinds of inserts.

Think product info cards, event announcements, thank yous, loyalty program and contact info, care instructions and samples. (We’ve got even more package insert ideas here.) The possibilities are endless – and so is the ROI potential.

Plus, our business card printing includes magnet and gold, rose gold, silver and holographic foil options to amp up the unboxing experience.

Hint: Want more postcard printing? See how to utilize them for more than just inserts: Postcard Marketing: Creative Ideas to Convert & Connect

Elevate Your Jewelry Brand with Strategic Print Marketing

Add that “bling” factor to your jewelry business by partnering with The Bernard Group, bringing your vision to life and create marketing materials that truly shine.

Featured Designs

Bookmark Design by by Julie Fjell
Business Card Design by Debbie Thompson, Tom Design Shop
Backlit Sign Design by ©A.JAFFE
Freestanding Sign Design by Nicole Jaeckel Sykora at Howard’s Jewelry
Extensible Saddle Stitch Booklet Design by Creative House at Audigent | Dave Arnold | Emilee Bumgarner
AMCAW Saddle Stitch Booklet Design by Evelyn Pelati Dombkowski and Sian Hamilton for the Alliance for Metal Clay Arts Worldwide, Inc. (AMCAW)
Sell Sheet Design by Harlow Jewelry
Postcard Design by Avu Jewelry
Business Card Design by Debbie Thompson, Tom Design Shop