My Jewelry Marketing

This is a sample store, with real figures

Harbour & Vine Jewellers does not exist — we invented it so the plan below has a store to be about. Everything else is real: the postal codes are a genuine trade area, the demographics are published US Census figures for them, and the plan is built by the same code that builds a client’s. A store that signs up gets this document for its own service area.

Marketing strategy

Harbour & Vine Jewellers · 7 postal codes with figures · 96,532 households

Download Marketing Strategy Sign up for 100 Shopper Q&As & 52 Event Ideas

A store account adds two more documents to this page: the 100 questions shoppers ask jewelry stores most — each one answered and ready to post — and all 52 in-store event formats with a playbook for running them.

How to use this strategy

A walkthrough of a strategy like this one, section by section — what each part below is, where its figures come from, and what to do with it. Just under three minutes, and nothing in it is homework.

This store's service area7 postal codes have published figures. The whole list is here, and the figures below are read from it.Show

Norman, OK 73069 73071 73072; Moore, OK 73160 73170; Noble, OK 73068; Purcell, OK 73080

Who lives in this store's area

Published Census figures for the people living in those postal codes — not your customers, whom nobody publishes.

246,825 people across 7 postal codes, read for what matters to a jewelry business.

Bridal market

People aged 25–34: 35,543; The engagement and wedding years
Share of the area: 14.4%; Higher means a younger catchment

Anniversary and self-purchase

Adults 45–64: 20.9%; Where average spend is highest
Married-couple households: 46.5%; Anniversaries and milestones

Ability to buy

Median household income: $70,368; Typical household
Households over $100k: 32.5%; The gift market
Households over $200k: 6.5%; The fine-jewelry market
Median home value: $210,200; Wealth that income alone misses

Gifting occasions

Households with children: 32.3%; Holidays, graduations, first pieces
Households in total: 96,532; Size of the catchment

Postal code by postal code (7)

ZIP	People	Aged 25–34	Aged 45–64	Median income	Over $200k	Home value
73160	61,987	18.5%	22.3%	$72,490	4.1%	$171,100
73072	49,906	10.6%	17.9%	$71,768	10.7%	$274,500
73071	43,027	17.1%	16.1%	$57,428	3.2%	$189,800
73170	41,645	11.9%	25.1%	$89,925	10.7%	$240,200
73069	27,926	14.5%	19.9%	$54,194	5.1%	$194,400
73068	12,297	11.4%	27.6%	$72,485	2.9%	$170,800
73080	10,037	11.3%	25.2%	$75,545	5.8%	$191,800

This describes everyone living in this store's service area, not this store's customers — no one publishes who shops there. Figures spanning several postal codes are averaged by population, so they are close rather than exact. Source: US Census Bureau, American Community Survey 2022 5-year estimates.

What your customers already say

Your Google reviews, once they are on file.

This is the one section a sample cannot show, and it is the strongest one. For a store with an account, it reads that store's own Google reviews and gives them back three things: the complete reviews worth building a testimonial ad around, the recent complaints worth answering, and the themes running through both — including the subjects customers both praise and criticise, which is where a business is quietly inconsistent. The research behind this plan weights a store's review profile at nearly two-thirds of everything it measures, against all of social media put together, because reviews are the half with real evidence behind them. Nothing in it is written for you: every word quoted is a word one of your customers typed.

What to make each month

A workload you can keep up, sized to your catchment.

10 still images

6 videos

10 stills to 6 videos, about 38% video. That balance comes from the content mix below — short-form video is the reach engine, and the rest of the month is carousels, product stills, social proof and a small promotional share. Which audience group each post speaks to is a separate decision, made further down, where the still-versus-video split does rest on measured format performance. The overall balance is our own: no published social-media study measures jewelry, so treat it as a considered starting point rather than a finding about your trade.

One more thing would sharpen this, and we do not have it: how many followers your Facebook page has. The balance between photo posts and Reels reverses across page size — under about ten thousand followers an album post reaches roughly eight times what a Reel does, and somewhere above a hundred thousand that flips. We will not guess at which side of it you sit, because a wrong guess here does not blunt the advice, it turns it upside down. Until then: lead with albums and single images to reach the people who already follow you, keep making Reels for the people who do not, and judge each on its own job rather than against the other. Connect your Facebook page and this section becomes specific to your page.

10 still images

Repair, custom and service4
Behind the counter2
Product spotlight2
Vendor or designer2

6 videos

Education3
Product spotlight2
Vendor or designer1

The content mix

What we make for you each month, by form.

Short-form video35% · 6 posts
Your reach engine — Reels and TikTok. Jewelry on the body, behind-the-scenes, quick styling clips, new-arrival reveals.
Carousels25% · 4 posts
Highest-engagement format, and where most education lives. Gemstone guides, metal differences, ring-care tips, buying guides — all swipeable.
The research backs this one: education is its best-evidenced category, and carousels earn around nine times the saves of other formats.
Product spotlight stills20% · 3 posts
Classic hero shots of individual pieces. Clean, well-lit, one star per post.
Social proof15% · 2 posts
Jewelry is emotional — this is the part that converts. Customer photos, “she said yes” moments, testimonials and user-generated content.
Get the customer’s permission before a photo or a proposal story goes up. It is their moment before it is content.
Promotional5% · 1 post
The ask, kept deliberately small. Sales, financing offers, and appointment or “visit us” calls to action.
Offers do better carried by a face, a voice or a story than stated flat — bare price posts measurably depress engagement. It sits under the 10% ceiling, which is a convention rather than a measured limit.

Who to speak to

Share of the month's posts, and the figure behind each. The still-and-video split under every group comes from measured format performance — Buffer's 2026 dataset and Gao et al. 2026 on luxury audiences.

Bridal and engagement10%
About 35,543 people aged 25–34 live in your service area (14.4% of the population).
45% stills to 55% video. Carousels for ring detail and saves (9x saves); Reels for reach into non-followers. Luxury audiences reward clean product focus (Gao et al. 2026).
Anniversary and gifting19%
47% of households here are married couples, so anniversaries recur across the year.
50% stills to 50% video. Gifting skews Facebook for Profile A, where stills beat video (5.20% vs 4.84%, Buffer 2026).
Family occasions10%
32% of households include children — graduations, birthdays and first pieces.
No measurement exists for this group. 55% stills to 45% video. Facebook-weighted; face-present stills.
Higher-value pieces10%
33% of households earn $100k or more, and 7% earn $200k or more.
55% stills to 45% video. Gao et al. 2026: luxury audiences prefer product-focused, distraction-free posts; multi-angle carousel is the evidenced form.
Repair, custom and service24%
Every household in your catchment is a candidate for repair and custom work, independent of any occasion.
25% stills to 75% video. Transformation is inherently temporal. Reels >4x interactions of single images; single-image engagement -45.98% YoY.
Education15%
40% of consumers rank educational posts #1 wanted from brands (Sprout Q1 2026, n=2,250); carousels 9x saves; text-overlay penalty quantified
60% stills to 40% video. Carousels 9x saves, and saves are the right KPI here - but honour the text-overlay constraint (Dang et al. 2026).
Vendor and designer12%
The designer and supplier lines you carry, at 2 a month. Their photography is free and better lit than anything you can shoot on a Tuesday — and every other stockist for a hundred miles is posting the identical file this week. Use them, but put yourself in the frame: why you chose to carry the line, the piece sitting in your case, a customer who came back for the matching band. That is the part nobody else can post.
Stills or video both work. No source favours either for this group.

Two qualifications on the above. The share each group gets is our own reading of this trade — the still-and-video split under each name comes from measured performance, but no published study sets a month’s balance for a jewelry store, so treat the percentages as a considered starting point rather than a finding. And vendor content is a house rule of ours: the research has no category for it at all, because supplier assets are not something anybody has measured. Instagram drops accounts that mostly post unoriginal imagery out of its recommendations on a rolling 30 days, and originality is one of the three things Facebook names as driving reach — which is the whole reason for putting something of your own on them.

What to concentrate on

Show the piece, not the poster
Product spotlights are what this platform produces and what a jewelry audience stops for. Lead with the item itself rather than a graphic about the item.
Post on a rhythm you can keep
16 posts a month, about 4 a week. That starts from the minimum viable workload — owner has ~20 minutes a day — and is held inside the 12–20 a month the research suggests for a suburban or small-metro trade area. Posting more often does correlate with more reach per post, but the study measuring it is observational: accounts posting ten times a week are plausibly better resourced and better at content to begin with, so it is not proof that volume causes reach. The catchment banding is a convention with no study behind it, and is the first thing to change if it does not match what you can keep up. The frequency measurement is Buffer, How Often Should You Post on Instagram in 2026?, 2025, n = 2.1M posts from 102,000+ IG accounts.
Post it natively, and post something only you have
These are the two things the research actually lists as driving reach on Facebook, and neither is about timing. Upload photos and video to Facebook directly instead of posting a link out to them. And put up something nobody else can: your bench, your town, your customer. Accounts that mostly post imagery other people also have are dropped from recommendations, assessed over a rolling 30 days.
Lead time is the whole game
Posting in the week of an occasion is posting after the decision has been made. How far ahead varies enormously — engagement research starts about six months before a proposal, while a tax-refund push needs a week — so the seasonal section below gives each one its own date rather than a single rule of thumb.
Name the towns you serve
Your catchment spans 7 postal codes. Local specifics — a town name, a landmark — are what separates a local jeweller's post from a brand's.

Your posting rhythm

Tuesday and Wednesday, 9am–2pm in your own time zone, is where the calendar starts. Three independent publishers agree on the days. The hours are weaker — they are a union of two retail studies rather than something all four sources found, and the one hour every source agrees on is 12pm–1pm.

Treat this as the least important thing in the plan. No vendor publishes how much posting time is actually worth, so nobody can tell you what you gain by getting it right. YouTube and Pinterest both state in their own documentation that publish time does not affect distribution, and roughly half of Instagram views now come from recommendations that have no relationship to when you posted. What does drive reach on Facebook is narrower and duller: post natively rather than linking out, and post something nobody else has.

These times expire. After four to six weeks of posting you will have something better than any published average — your own Page Insights, which show when the people who actually follow you are online. Open Insights, find your audience's active hours, and replace the times in this calendar with them. Add your Facebook page to your profile and this application can make that swap for you later, once it has permission from Facebook to read the page.

Week 1

Monday9am–1pmStill imageRepair, custom and serviceA repair, resize or custom job, before and after. Every household in your area is a candidate for this, whatever the occasion.
Tuesday9am–2pmVideoEducation“What · s the difference between 10K, 14K, and 18K gold?” — 10K vs 14K vs 18K Gold Comparison
Wednesday9am–2pmVideoVendor or designerUse the stills or video your vendor supplies for a line you stock — but do not post them as they arrive. Add something only you have: why you carry the line, the piece in your own case, a customer wearing it. Instagram drops accounts that mostly post unoriginal imagery out of its recommendations, judged over a rolling 30 days, and every other stockist has been sent these same files.
Thursday9am–12pmStill imageProduct spotlightOne piece, shot close. Lead with the item itself rather than a graphic about it.

Week 2

Monday9am–1pmVideoProduct spotlightOne piece, shot close. Lead with the item itself rather than a graphic about it.
Tuesday9am–2pmVideoEducation“Is white gold better than platinum?” — White Gold vs Platinum Side-by-Side
Wednesday9am–2pmStill imageBehind the counterThe bench, the people, the town. Local specifics are what separate your page from a brand’s.
Thursday9am–12pmStill imageRepair, custom and serviceA repair, resize or custom job, before and after. Every household in your area is a candidate for this, whatever the occasion.

Week 3

Monday9am–1pmStill imageRepair, custom and serviceA repair, resize or custom job, before and after. Every household in your area is a candidate for this, whatever the occasion.
Tuesday9am–2pmVideoEducation“Why does white gold need rhodium plating?” — Watch White Gold Before and After Rhodium
Wednesday9am–2pmStill imageVendor or designerUse the stills or video your vendor supplies for a line you stock — but do not post them as they arrive. Add something only you have: why you carry the line, the piece in your own case, a customer wearing it. Instagram drops accounts that mostly post unoriginal imagery out of its recommendations, judged over a rolling 30 days, and every other stockist has been sent these same files.
Thursday9am–12pmStill imageProduct spotlightOne piece, shot close. Lead with the item itself rather than a graphic about it.

Week 4

Monday9am–1pmStill imageRepair, custom and serviceA repair, resize or custom job, before and after. Every household in your area is a candidate for this, whatever the occasion.
Tuesday9am–2pmStill imageBehind the counterThe bench, the people, the town. Local specifics are what separate your page from a brand’s.
Wednesday9am–2pmVideoProduct spotlightOne piece, shot close. Lead with the item itself rather than a graphic about it.
Thursday9am–12pmStill imageVendor or designerUse the stills or video your vendor supplies for a line you stock — but do not post them as they arrive. Add something only you have: why you carry the line, the piece in your own case, a customer wearing it. Instagram drops accounts that mostly post unoriginal imagery out of its recommendations, judged over a rolling 30 days, and every other stockist has been sent these same files.

What the season is asking for

Where the year is now, and what needs making before it arrives. Lead times differ by months, so each moment carries its own.

In hand now

Engagement season
Present every week of the year, and stepped up from 1 June.
Black Friday / Small Business Saturday / Cyber Monday
Running now, to 30 November.
The December run
Window opens 1 December. Start making content 6 October — 8 weeks ahead.
Self-purchase
Present every week of the year, including the slow season.

Coming up

Valentine's Day
Window opens 20 January. Start making content 9 December — 6 weeks ahead.
Wedding band attach wave
Window opens 1 January. No lead time is published for this one, so work back from the window yourself.
January appraisals and repair intake
Window opens 1 January. Start making content 27 November — 5 weeks ahead.
Q5 - the week between Christmas and New Year
Window opens 26 December. No lead time is published for this one, so work back from the window yourself.

Event ideas

Three out of fifty-two, picked because the notice they need means this is the month to start — and because they suit your own trade area. Three different ones next month. Open any of them for how to run it and the posts that go with it.

Birthstone of the month tableOne table, one stone, every month of the year — the cheapest recurring event there is.The notice it needs means this is the month to start, for December. This one has no demographic preference — it works in any catchment.How to run itClose
For
December
Start work
the week of 24 November
Effort
low
Cost
low
What to expect
The cheapest thing on this list and the easiest to let slide. The only discipline it needs is changing it on the first of the month — a table still showing last month's stone reads worse than no table. One display, one card, twelve posts a year.
How it runs
A single display near the door with the month's stone, loose and set, plus a card on where it comes from and what it costs. No invitation, no catering, no end date. Change it on the first of the month.
The run-up, in order
The last week of the month: pull the next stone, loose and set, and write the card.
The first: change the table and post it.
Mid-month: post one piece from it, with the price.
The last week: ask whose birthday is coming.
Three posts to write
The first of the month
[March]. [Aquamarine]. This one came out of [Brazil] and it is the colour of shallow water when you hold it up. We have it loose and set, on the table by the door, from [$120]. Come and hold it. That is the whole invitation.
Mid-month
[Aquamarine] and white gold, [$340]. On the birthstone table until the end of the month, then it goes into the case with everything else.
The last week
Whose birthday is coming up? [March] is [aquamarine] and we have it from [$120]. Tell us the date and we will make sure it is ready.
Anything in [square brackets] is yours to fill in — a date, a price, a name. They are left as brackets so a draft you have not finished editing is obvious before you post it.
How to invite everybody
Tell us the birthdays that matter to you and we will remind you a fortnight before each one. No charge, and we will not use it for anything else.
How to invite your own list
Not a VIP event — this one is deliberately open to everybody. If you want to do something for your list, the version that works is texting the ten people whose birthdays are in this month, individually, with the stone.
This is a format other jewelry stores are reported to run, not a measurement of what one earns. No attendance or takings figure is attached to it, because none is published — what it does in your town is yours to find out.
Gold and estate buying eventTwo or three days of buying scrap gold, old jewelry and coins over the counter.The notice it needs means this is the month to start, for January 2027. This one has no demographic preference — it works in any catchment.How to run itClose
For
January 2027
Start work
the week of 6 November
Effort
medium
Cost
low
What to expect
It reaches people who are not shopping at all, and a good share of what you pay out goes straight back over the counter the same day. Post the spot price and test visibly — transparency is the offer. If you bring in a buying firm, read the commission terms carefully; several run these turnkey and the terms vary a lot.
How it runs
Either run it yourself or bring in a buying firm — several run these turnkey in the store, taking the risk and paying the retailer a commission, which is worth checking terms on carefully. Post the current spot price and pay against it visibly.
The run-up, in order
Eight weeks out: decide whether you are buying or hosting a firm, and settle the terms in writing.
Three weeks out: post the current gold price as a number, with the dates.
One week out: check your scale is certified and your testing kit is in date.
The days: test in front of the customer, every time, with the scale facing them.
The days: have something to spend it on within arm's reach.
After: post what a typical drawer came to.
Three posts to write
Three weeks out
Gold is at [$2,940] an ounce this morning. That is roughly [$68] a gram for [14k]. [The 9th, 10th and 11th] we are buying — broken chain, single earrings, the ring from a marriage that ended, dental gold, all of it. Tested and weighed in front of you, paid on the spot. No appointment. Bring the drawer.
The day
Scale facing you, acid on the stone, price on the board. We will show you the test and the weight before we say a number. Here until [5.30].
After
A fairly typical drawer this week: [nine] odd earrings, [three] broken chains and a bent [9k] band. [Fifty-one grams]. [$1,940]. Most people have no idea. If you have a drawer, it is worth ten minutes to find out — we will weigh it whether or not you sell.
Anything in [square brackets] is yours to fill in — a date, a price, a name. They are left as brackets so a draft you have not finished editing is obvious before you post it.
How to invite everybody
No appointment and no obligation. We will test it, weigh it and give you a number in front of you. If you do not like the number, take it home.
How to invite your own list
Buying event [the 9th to the 11th]. Before the queue starts: bring yours in on [the 8th] and we will do it privately, at the same rate, without you standing in line.
This is a format other jewelry stores are reported to run, not a measurement of what one earns. No attendance or takings figure is attached to it, because none is published — what it does in your town is yours to find out.
Auction piece donationYou donate the piece that headlines somebody else's gala.The notice it needs means this is the month to start, for February 2027 — and 7% of households are over $200k.How to run itClose
For
February 2027
Start work
the week of 9 November
Effort
low
Cost
medium
What to expect
For the cost of one piece, your store is in front of a room of people with money and goodwill. Offer something worth heading a live auction rather than filling a silent one, ask for your name on the item and in the programme, and attend. Once you are on the list it recurs annually.
How it runs
Offer a piece worth heading a live auction rather than filling a silent one, and ask for your name on the item and in the programme. Attend. The people in that room are the buyers you cannot reach with advertising.
The run-up, in order
Twelve weeks out: find out who runs the gala and what they need. Ask early — lots close months ahead.
Ten weeks out: offer a piece good enough to head a live lot, and get your name in the programme in writing.
Six weeks out: post the piece and what it is being auctioned for.
The night: go. Talk to people. Do not sell.
After: post what it raised.
Three posts to write
Six weeks out
This is going under the hammer at [@charity]'s [gala] on [the 8th of November], and every dollar of it goes to [what it funds]. We made it for exactly that. If you are going, bid on it — and if you are not, [tickets are here]. [link]
The night of the gala
Lot [14], about to go. Good luck to everybody in that room.
After
[$6,200]. That is what the room paid for it, and all of it goes to [@charity]. Thank you to whoever kept bidding past [$5,000] — you know who you are and you were very determined. We will make another one next year.
Anything in [square brackets] is yours to fill in — a date, a price, a name. They are left as brackets so a draft you have not finished editing is obvious before you post it.
How to invite everybody
Not ours to sign you up for — [tickets are here: link]. If you are going, come and find us.
How to invite your own list
We have made a piece for [@charity]'s [gala] on [8 November] and it is heading the live auction. You have supported them before — if you are going, we would love you to see it. If you are not going and you want it, we can make you the twin.
This is a format other jewelry stores are reported to run, not a measurement of what one earns. No attendance or takings figure is attached to it, because none is published — what it does in your town is yours to find out.

Education posts for this month

This is the part to actually do. Questions customers ask, each with a post already written. Next month brings different ones — no question repeats until all 100 have been used.

Diamond Reports, Gold & Metal Basics
What · s the difference between 10K, 14K, and 18K gold?
The difference comes down to how much pure gold is mixed into the metal. · 10K gold = 41.7% pure gold · 14K gold = 58.3% pure gold · 18K gold = 75% pure gold 14K gold is the most popular choice because it balances durability, color, and long-term wearability.
Ready to post
More expensive gold isn’t always the best choice for every lifestyle.
Video idea
10K vs 14K vs 18K Gold Comparison
Blog idea
Which Gold Is Best for Jewelry?
Typical pricing
10K rings may range from $250-$1,000, while 18K rings may range from $1,000-$10,000+.
Diamond Reports, Gold & Metal Basics
Is white gold better than platinum?
Neither is universally better - they simply offer different advantages. White gold: · lower cost · lighter weight · requires rhodium plating Platinum: · naturally white · heavier feel · more expensive · develops patina over time
Ready to post
The best metal often depends more on lifestyle and budget than luxury.
Video idea
White Gold vs Platinum Side-by-Side
Blog idea
White Gold vs Platinum Explained
Typical pricing
White gold engagement rings often range from $2,000-$15,000+, while platinum versions may cost more.
Diamond Reports, Gold & Metal Basics
Why does white gold need rhodium plating?
White gold is naturally slightly yellow because it contains gold. Rhodium plating gives white gold its bright white appearance and helps protect the surface finish.
Ready to post
Many customers don’t realize white gold naturally isn’t bright white.
Video idea
Watch White Gold Before and After Rhodium
Blog idea
Why White Gold Needs Maintenance
Typical pricing
Rhodium replating typically costs between $50-$150 depending on the ring.

What this plan is based on, and what it is not

Built from public Census figures for the people living in your service area — not from your customer list, which nobody publishes.
No Facebook page is on file yet. Add one to your profile so the plan can point at the right page.
Post counts are a sustainable workload, not a promise about results. Any number claiming a specific outcome would be made up.
Two questions on your business profile shape this plan more than anything else, and neither is answered yet: what kind of store you are — this plan assumes a local retail jeweller; and how much you can take on — this plan assumes about twenty minutes a day. Answering them changes the post count, the audience split and the content mix.
Where this plan cites engagement figures, posting times or seasonal spend, those are published industry averages across many businesses — not measurements of your store. They are dated and reviewed yearly.

US Census Bureau, American Community Survey 2022 5-year estimates · 246,825 people and 96,532 households across 7 postal codes.

The research behind this, once a month.

This plan was built from published Census figures and our own research into what actually works on Facebook for a store this size. The letter is the rest of it — what the data says, what we see working, and what turns out not to be true.

A free marketing plan for your jewelry store