Seasonal Trends 
Visibility Vs Authority 
Link Acquisition 
Content Performance 
15 minutes
Reading time
1-50
Brands ranked
Updated January 2021
Everyone loves a bit of bling to accessorise and complete their look, but it isn’t about catching a customer’s eye when window shopping, a great online presence is important too. Meaning not only high up on the Search Engine Results Pages, but also being active on social media platforms.
This comprehensive report contains everything you need to know about the jewellery and watch industry. We look at the top brands and investigate how they are shining through across various key metrics such as visibility, keyword opportunities, page speed, social brand reach, as well as digital marketing trends and brand reputations.
Some of these metrics are exclusive to us – you’ll only find them in our reports, so go to the top of the page and download this report now to get all the information you need to improve your brand’s ranking.
Want to see what’s inside? Keep reading below.
The Jewellery Market Report 2022 gives online jewellery brands useful insight into how their digital marketing efforts measure up to the competition; a snapshot of the jewellery market’s digital performance for the year, trends and resulting opportunities.
If you’re looking to improve your online visibility and beat out your competition, this report will provide your brand with the fuel to launch a successful digital strategy. Download the free market report to find out which areas of your existing online strategy need polishing up.
After the past year, we have seen a surprising shift in the rankings, due to the lifting of lockdown and more people window shopping in person. The top 5 online jewellery sellers who have seen the largest growth are:
To see the full top 30 online jewellery sellers, download the report today.
Based on the shifts over the past year, we’ve seen some big brand names drop this year, the top 5 jewellery sellers that have lost the most visibility this year are:
However, even with the change in visibility, big-name brands are still dominating the SERPs through brand names and social media. Some of the big brands that are leading the way in terms of digital brand reach:
Although social media platforms and trends have impacted rankings here, with Pandora dominating both social media and brand search with a massive total social following of over 26,000,000 and Swarovski with a total of 17,000,000 and the others following suit.
We measure average growth across the industry. This is the total organic visibility shift across all brands. Within the report, you’ll see this referred to as “total industry variance.”
From 2021 to 2022 the industry grew 6%. Consider this growth the absolute minimum to expect from your own growth. If you’re not attaining at least this, you’re falling behind. Let’s talk about some of the jewellery marketing trends that are causing this rise in growth.
Jewellery is seen as an accessory that is perfect for personal expression, or for adding that luxury into your life. Whether it is a luxurious diamond or gold chain, or a simple charm bracelet, jewellery brings confidence.
Having a brand presence on social media platforms truly brings the customer engagement of “the look” into play. Pandora brings in not only luxury but a personalised feel to their jewellery whereas Swarovski has a lot higher-end feel to their crystals.
On social media, they both dominate the market in terms of following trends, such as gold, silver, layered, personalised, and more. With both of them rolling out product photography with how to layer and style jewellery, as well as releasing seasonal digital campaigns through posts, stories, reels and even look book guides. As well as getting customers involved in sending in their photos with hashtags to be featured. All these increase customer engagements on social and through the SERPs.
Although many of the high-ranking pages have little or no content due to their content on social media, and brand reputation. But if a brand that is lower down in our visibility charts focus on the opportunity keywords and write enhanced content, they will see their rankings drastically improve, this is especially true for keywords that involve colour. Some high ranking ones include “silver necklace,” “rose quartz,” and “emerald ring,” and some great opportunity ones include “layered necklace,” “birthstone necklace” and “gold watch.”
Due to COVID lockdown lifting and more people are shopping in person, the big brands aren’t dominating the SERPs for these keywords as shown by the visibility rankings. So, this is good news as brands that are lower in visibility can take this opportunity to use enhanced content to rank for various keywords.
Jewellery holds a very visual aesthetic and often compliments one’s style. Many brands create lookbook guides to engage the user in images of their products and how to style them.
Creating blogs and guides on gifting is also a big opportunity to target since a lot of the brands with gift guides often don’t feature keywords. Targeting seasonal keywords, specific jewellery types, looks, etc. is a great opportunity to dominate the SERPs, as well as not a lot of the big brands, do these.
“Best X” lists are also a good way to get a featured snippet. So, if a brand focuses its blog on opportunity keywords that are being dominated by brands not in the industry, they should see their rankings improve. Not just on the SERPs but get social media involved, with platforms being made for brands and shopping, you can create blogs, guides, and photo/video content to engage the user in your products.
If you want to learn more about the jewellery and watch industry, what trends are on the rise, and ways that your brand can dominate the SERPs this year, then download our full market report for all the information.
Or, If you’d like a personalised report including your brand, feel free to get in touch and we’d be happy to stack your brand up based on the same metrics included here. For unrivalled insight and future planning, contact us today and we’ll point your brand in the right direction.
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The top 10 jewellery brands in the UK for 2020 are (ranked):
1. Pandora
2. H Samuel
3. Goldsmiths
4. Ernest Jones
5. Accessorize
6. Beaverbrooks
7. Tiffany
8. Claire’s
9. The Jewel Hut
10. Links of London
While percentage figures are shown, this rank shows the biggest increases in visibility.
1. Pandora (47%)
2. Tiffany (48%)
3. Glamira (470%)
4. Blue Nile (293%)
5. Claire’s (20%)
1. Ernest Jones (-33%)
2. John Greed (-75%)
3. Warren James (-63%)
4. Gemporia (-49%)
5. Swarovski (37%)
We run a different report on watches as their keyword set is quite different from the brands listed here. You can find the watch report here.
It may be that your visibility is below the threshold needed to feature in the report. If that’s the case, or you think we’ve made a grave error by missing you, let us know through our contact page.
