2025 Jewellery Industry Analysis

Your quick‑fire playbook for dominating organic search in a market now worth millions in monthly visits.

The latest Jewellery Industry Analysis from our Salience Index brings together every metric that matters from this year’s 69‑page report, four supporting data sets and our own eCommerce SEO war stories. Read on to see who’s winning, who’s wobbling and—crucially—where the untapped search demand still hides.

The sector as a whole grew 9 % in organic visibility last year, so the pie is expanding. Your slice should be, too.

Want access to our free annual Jewellery market report? Click the link here.

Which jewellery brands own the SERPs right now?

These ten pull in more than half of all search traffic we tracked, with Pandora alone pulling in 19% of industry organic traffic.

Winners and losers in the jewellery industry

Visibility Winners

• Abbot Lyon +87 %
• Watchfinder +85 %
• Astrid & Miyu +76 %
• Oliver Bonas +30 %
• Pandora +6 %

Visibility Losers

• WatchShop −78 %
• Daisy London −32 %
• H. Samuel −23 %
• Monica Vinader −21 %
• Swarovski −15 %

Abbot Lyon’s organic visibility increased +87% last year, propelling the brand seven places up our leaderboard. Meanwhile, long-time crowd-pleaser WatchShop had an organic traffic loss of -78% YoY, as rivals hoovered up its share of SERP. The gap? Sharper product pages.

It takes seven seconds for someone scrolling on their phone to decide whether a necklace is “me” or “meh”. Click here to see the product page CRO that led to such impressive gains for Abbot Lyon. 

Does authority still matter?

Short answer: yes. Our Visibility × Authority plot shows four quadrants:

• Market Leaders – high traffic and high Domain Rating (think Pandora, Cartier).
• Over‑achievers – big traffic on modest authority (Watchfinder, Thomas Sabo).
• Sleeping Giants – Huge DR but low traffic (Diamond Heaven, Queensmith). 
• Laggers – low on both fronts. 
  
  

Here’s what those numbers mean*

Trust signals in the jewellery industry

Genuine, high‑volume reviews remain Google’s favourite shortcut for judging E‑E‑A‑T. If those numbers intimidate you, focus on structured snippets and third‑party platforms like trustpilot first, then showcase the proof site‑wide.

Jewellery industry keyword analysis

High‑competition terms like watch shop (30 k UK MSV, 83 competitiveness score) will always be hard‑won. The real gains sit in the opportunity set:

• eternity ring – 21 k searches, comp 6
• gold hoop earrings – 15 k, comp 4
• men’s jewellery – 7.6 k, comp 5
• diamond earrings – 12 k, comp 5
• ladies watches – 11 k, comp 10
• men’s wedding rings – 9 k, comp 5

Own these, and you’ll start to chip away at the leaders’ share without a seven‑figure link budget.

Social reach & branded demand in the jewellery industry

Digital brand awareness describes how familiar consumers are with your brand or products online, whether they are searching for your brand or interacting with it on social media. To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.

Owned social score considers followers and engaged conversations on all major social platforms.  A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!

Our experience in the jewellery industry

SEO for Ramsdens Jewellers

Ramsdens Jewellery partnered with Salience to excel in organic revenue in the order of millions.

Not to shy away from a lofty challenge, Salience eagerly jumped at the chance to work with yet another high-street retailer (humble brag).

Click here to see how we increased Q3 revenue by 36% with simple SEO. The fundamental factors that culminate in a good web experience for a user.

77 Diamonds – Digital PR

77 Diamonds is an award-winning jeweller, specialising in diamonds and bespoke engagement rings. They wanted to become the leading authority on engagement rings in their market. We knew this would be a tough ask given the trust and reputation already built from other jewellery retailers. 77 Diamonds saw massive exposure with a number of Top Tier links and mentions on a variety of mainstream sites. Click here to see how we did it. 

What’s next?

1. Want every table, graph and statistic? Download the full 69‑page Jewellery & Watches report for more insight.
2. Need hands‑on support? Learn more about our eCommerce SEO service and see how we’re building “search for humans, not algorithms.”
3. Want a live example to follow? See how Abbot Lyon‘s expert CRO caused an 87 % organic traffic surge.
4. Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.