Jewelers follow the four Cs when evaluating diamond quality – cut, color, carat, and clarity. Jewelry bloggers have two additional Cs to keep in mind: content and customers.
When you blog about jewelry, your posts should connect emotion and information. If you’re writing about a sapphire friendship bracelet, tell the story of two lifelong friends. Explain why this bracelet will stand the test of time – much like their relationship. Then, explain why the bracelet reflects the quality of the friendship by making connections between the product and the relationship.
Your writing should also reflect the quality of your products. The intricate details matter, so don’t hesitate to showcase the science behind the shine. FWC Jewelers’ blog post All About Diamonds does this well.
Jewelry bloggers have to emphasize the visual just as much as the verbal. If you’re writing about a breathtaking stone and the paired image is pixelated or out of focus, it will snuff the air out of your prose.
Your visuals should be as crisp and dazzling and your writing. Gem Obsessed’s jewelry blog pairs gaspworthy visuals with intricate details. If you want to be taken seriously as a jewelry blogger, yours should, too.
Know Your Audience
You should always write with your customer in mind. When you blog about jewelry your customer is often the gifter, not the recipient. Jewelry depends highly on personal taste. When you’re writing, you should be focused on both the reader and the giftee and acknowledge that they’re not always the same person.
There are a couple of tricks you can use to help the reader who is looking for a gift for a loved one. State the intended purpose of the jewelry you’re writing about. You can say, “get the perfect gift to complete her prom outfit,” or “highlight her birthday with a stone that as beautiful as she is.” This will help your reader determine if this is a product they need.
Another way to accomplish this is by having a short FAQ at the end of a post. You can also suggest a few questions to ask the recipient such as:
- What kinds of jewelry do they usually wear?
- How often do they wear jewelry?
- What gems do they favor?
- Do they have any allergies?
Know Your Networks
Jewelry blogs tend to be popular on social media platforms with a strong visual medium, like Instagram and Pinterest. Research where you audience hangs out online. Wherever they are is where you should be, too.
If you’re posting on platforms like Instagram (if you aren’t, you should be), LinkedIn, or Twitter, don’t forget your hashtags. Here are a few popular hashtags to get you started:
Final Note for Jewelry Bloggers
Jewelry bloggers have to balance quality writing, quality visuals, and keep two different audiences in mind (buyers and recipients). Juggling this isn’t an easy task, but when done successfully, one C you won’t have to concern yourself with is competition.