Writing

Marketing, for people who sell jewelry.

What the research actually says, what we see in the work, and how a store’s strategy is put together. Every figure here traces to a source you can check.

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The strategy reads your store’s own website and builds a plan from published Census figures for your trade area. Free, in a couple of minutes.

Fourteen Facebook statistics, traced. None survived as quoted.

September 21, 2026

We followed the most-quoted Facebook marketing statistics back to their origins. Four are a decade old, three describe the wrong platform or the wrong country, three misread real data — and four have no origin at all.

The words “Seven studies, seven different answers.” set in large type over a photograph taken on the glass counter of a jewelry store — a smartphone lies face up with its screen completely dark beside a grey suede ring tray holding plain bands and a pair of tweezers, with the shop’s display cases and a wall clock softly out of focus behind.

The golden hour has never been measured by anyone

September 14, 2026

The claim that a post's first thirty minutes decide its reach underwrites the entire scheduling-software industry. No platform, no vendor and no academic paper has ever measured it — and two platforms state the opposite in their own documentation.

The words “Lab-grown is now two businesses.” set in large type over a still-life photograph on a folded grey wool cloth in window light — on one side a single loose round brilliant-cut diamond sits on an open white stone paper with a pair of jeweller’s tweezers beside it, and on the other, separated by a clear gap, a finished diamond line bracelet lies coiled.

Lab-grown isn't one trend anymore

September 7, 2026

Bridal and fashion have become two different businesses that happen to share a material — and the January 2026 figures are the clearest sign yet that they have separated.

The words “Four bankruptcies. That is the entire failure column.” set in large type over a photograph of the inside of a small jewelry store on its last day of trading, with nobody in it — the glass cases are clean, intact and completely empty, their black velvet trays lifted out and stacked neatly on the counter, with flat overcast daylight coming through the front window and door.

1,700 fewer jewelry stores, and almost none of them failed

August 31, 2026

The store count has fallen every year since 2021, and the closure data says the cause is retirement rather than competition. In the first quarter of 2026, four US retail jewelers went bankrupt and 107 simply stopped.

The words “The number everyone quotes is from 2008.” set in large type over a photograph taken in the back office of an independent jewelry store — one person’s hand rests on the keys of a plain desktop calculator beside a closed notebook, with the shop floor, its glass display cases and an open door full of overcast daylight softly out of focus behind.

What should a jewelry store spend on marketing?

August 24, 2026

The figure the whole trade quotes is from 2008. Here is the honest range, what it looks like in dollars, and the question worth asking instead of the percentage.

For a December proposal, they started looking in May

August 18, 2026

Engagement season is the best-evidenced lead time in the jewelry calendar and the one most stores get wrong — not by picking the wrong moment, but by starting six months late for a moment they identified correctly.

The words “The fastest-growing line in the channel and the least marketed.” set in large type over a photograph taken inside a jewelry store — a customer's own old gold laid out on a grey cloth on the glass counter: a tangled chain with a snapped clasp, a worn wedding band, one odd earring, a pendant and a knotted chain, beside a plain kraft job envelope and a pair of tweezers, with full display cases and daylight from the shop window behind.

Repairs grew 14%. The rest of your store grew 4.7%.

August 18, 2026

The fastest-growing line in independent jewelry is the one almost nobody markets — it brings a customer through the door twice, and a national chain structurally cannot compete with it.

The words “Reels never overtake.” set in large type over a photograph taken inside a small jewelry store — a jeweler holding a phone to photograph a gold ring worn on a customer's hand resting on the glass counter, with display cases and daylight from the shop window behind.

Why photo albums beat Reels for small jewelry pages

August 18, 2026

For a page the size of a jewelry store's, a multi-photo album out-reaches a Reel by about eight and a half times — and the popular version of this finding gets the crucial part backwards.

The words “Sales are up. Customer counts are not.” set in large type over a photograph of a jeweler's bench — a gold ring held in a clamp under a torch flame, hand tools laid out, and a dish holding a customer's own broken chain and worn wedding band, with the store's full display cases and the front door beyond.

The state of independent jewelry retail in 2026

August 18, 2026

Fewer stores, bigger tickets, and the categories quietly carrying the year — plus which pieces of social media advice have any evidence behind them at all.

Marketing, for people who sell jewelry.

Fourteen Facebook statistics, traced. None survived as quoted.

The golden hour has never been measured by anyone

Lab-grown isn't one trend anymore

1,700 fewer jewelry stores, and almost none of them failed

What should a jewelry store spend on marketing?

For a December proposal, they started looking in May

Repairs grew 14%. The rest of your store grew 4.7%.

Why photo albums beat Reels for small jewelry pages

The state of independent jewelry retail in 2026

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