Jewelry Testimonials Marketing: 7 Strategies & Tips To Increase Sales

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People read reviews before buying just about anything — even a $20 accessory. So when the purchase involves something as personal and valuable as jewelry, this instinct to research only intensifies. Over 90% of consumers check reviews before deciding what to buy.

Testimonials from real customers give your jewelry store credibility that your own messaging can’t match. They make your business feel trustworthy, relatable, and proven — especially to shoppers who are still on the fence.

This blog breaks down everything you need to know about jewelry testimonials marketing — why it works, how to collect reviews that matter, and how to use them to bring in more sales.

Let’s dive in.

The Benefits of Using Testimonials in Jewelry Marketing

A testimonial is a statement from a customer describing their experience with your product or service. It captures their feelings about the process, the final piece, and whether they recommend your store to others. In a field where purchases carry emotional and financial weight, this kind of validation matters.

Testimonials and case studies don’t just build trust — they have a measurable impact. Businesses that actively use them see up to 62% more revenue per customer.

Here’s how testimonials help your jewelry store grow:

Build trust with new buyers: Customers feel more confident when they hear from others who’ve been in their shoes — especially when the purchase involves something as personal as a wedding ring or milestone gift.
Ease decision-making: Buying jewelry can feel intimidating. A short review saying, “The staff helped me design the perfect pendant,” goes further than any product description.
Give real-world examples of your service: Instead of telling customers you care about quality, let your clients describe how you handled their rush order or custom engraving.
Make your marketing more human: Quotes and stories from real people are more relatable than polished slogans. They give your brand a familiar, down-to-earth tone that buyers respond to.
Drive more engagement online: When you post customer stories on social media, include them in newsletters, or display them in store, you’re reinforcing your reputation in every space where buyers interact with you.
Boost your visibility in search: Consistent reviews on platforms like Google help increase your ranking and make your store more visible in local search results.

Strong testimonials accomplish what your own messaging can’t. They show real outcomes, real satisfaction, and real reasons for someone to choose your store. This kind of proof sticks — and it moves people closer to a purchase.

How To Use Jewelry Testimonial Marketing: 7 Tips

Now that you can see the value of testimonials, the next step is knowing how to collect them — and how to actually use them. A polished look helps, but you don’t need a big budget to get started. What matters most is authenticity and consistency.

Here are seven tips to help you make the most of testimonials in your jewelry store marketing.

1. Choose the Right Type of Testimonial

Not all testimonials work the same way in every setting. Some are best for social media, others for your product pages or review sites. Choosing the right format helps you reach customers where they’re already paying attention — and makes your message land stronger.

Here’s a breakdown of the most effective types and where to use them.

Written Testimonials

These are the easiest to collect. You usually get them through Google reviews, follow-up emails, or even thank-you messages sent after a purchase.

They’re best for:

Your website’s testimonial or product pages
Google Business Profile
Printed marketing or in-store displays

Tip: If you’re posting a written review, always try to include a photo of the customer wearing the piece of jewelry (with their permission). It instantly adds authenticity.

Video Testimonials

Video captures what text can’t — emotion, energy, and body language. This matters when you’re selling something as personal as jewelry. Customers want to see real reactions, not just read about them.

Video works best on:

Instagram Reels and Stories
Facebook and YouTube
Your website homepage or hero section
In-store displays on a screen or digital frame

You don’t need professional equipment to make this work. Use your smartphone, shoot in natural light near a window, and keep the background simple. Aim for 30 to 60 seconds. Short, honest clips feel real — and real is what sells.

If you do have a larger budget, consider hiring a local videographer for a monthly customer spotlight. These videos can be reused across multiple platforms and give your brand a polished, consistent feel.

Don’t overthink it. Even quick, behind-the-scenes moments — like a customer reacting to their finished ring — can become some of your most powerful content.

2. Ask at the Right Time

A great testimonial starts with a well-timed ask. Most customers don’t leave a review unless they feel strongly — either because the experience was exceptional or disappointing. If the service feels average, they’re likely to stay silent.

This is why timing and tone matter. If you catch them when they’re still feeling excited, you’re more likely to get a glowing response. But the benefit of asking goes beyond collecting praise — it also gives you the chance to address negative feedback before it spreads. If someone has a less-than-great experience, a personal follow-up allows you to make it right before it ends up on a public platform.

These are the best times to ask:

Right after an in-store purchase, while the interaction is still top of mind
A week after an item has been delivered or gifted
After they send a thank-you email, tag your store in a post, or leave a positive review

Reach out with a short, personal message — and limit yourself to no more than three follow-ups. Customers don’t like feeling pressured.

Example:
“Hi Sarah, we loved helping you find the perfect engagement ring. If you’re happy with your experience, would you be open to sharing a short review or video? It would mean a lot to our team.”

Keep it human. Keep it easy. And make sure you’re actually listening to the feedback you get — good or bad.

3. Guide Your Customers

Most people aren’t professional reviewers — and this is a good thing. You want natural, relatable testimonials, but a little guidance helps.

Here are a few prompts you can use:

What were you looking for when you came in?
How did you feel when you saw the finished piece?
What stood out about your experience with us?

If you’re filming, encourage them to speak freely. A few retakes are fine, but don’t chase perfection — chase authenticity.

4. Feature Testimonials on Jewelry Product Pages

This is one of the most overlooked tips in jewelry testimonials marketing. A glowing review about your service is nice — but a glowing review about a specific product is gold.

Add testimonials right under the product description or photos. If someone’s considering a sapphire necklace, a review saying, “My fiancée cried when she opened this — thank you!” seals the deal more than specs ever do.

5. Post Testimonials Across All Platforms

You’re not limited to your website. Use testimonials everywhere your audience spends time:

Instagram Stories and Highlights
Facebook posts
Google Business Profile
Email newsletters
In-store digital displays

Even a simple quote graphic with a customer’s photo and name can boost engagement. Rotate them regularly to keep your content fresh and your audience connected.

6. Offer an Incentive

If you want more customers to leave reviews, give them a reason to take the time. A small incentive can be effective — as long as you’re upfront about it.

Here are a few ideas:

A gift card toward a future purchase
Free jewelry cleaning
Entry into a monthly giveaway

Whenever you offer something in return for a testimonial, make sure the customer knows they need to disclose that. The Federal Trade Commission (FTC) requires transparency when a reward is involved. This applies to video testimonials, social media posts, and even short written reviews.

The goal is to encourage honest feedback, not to influence what someone says. The best testimonials come from real experiences, not scripted praise.

You might say something like:
“We’re offering a free cleaning as a thank-you to customers who leave a quick review. It helps us learn and gives future customers useful insight.”

Keep the tone casual and honest — and always let people speak for themselves.

7. Automate Review Requests With Your POS System

Asking for testimonials doesn’t need to be a manual task. A modern point of sale (POS) system can automate follow-up messages by email or text — freeing up your time and ensuring no customer slips through the cracks.

With the right setup, you can:

Send review requests automatically after a sale.
Personalize messages based on the item purchased.
Time follow-ups strategically (for example, three days after pickup or delivery).
Track who’s responded and follow up without starting from scratch.

This kind of automation keeps your review process consistent without feeling robotic. Customers hear from you while their experience is still fresh, and you don’t have to remember to reach out individually.

Some POS systems also let you tag or categorize feedback, so you can easily organize testimonials by product type, occasion, or location — and reuse them in the right places, from your website to social media.

Collecting testimonials doesn’t need to feel like another full-time job. With the right tools in place, it becomes a part of your everyday workflow.

Use Jewel360 To Manage and Maximize Testimonials

Jewel360 is an all-in-one POS system built specifically for jewelry stores, and it gives you everything you need to manage testimonials without adding extra work to your plate. From collecting reviews to displaying them across your marketing, the entire process is streamlined and automatic.

After each purchase, you can trigger email or text messages asking customers for a review — no manual follow-up required. Both written and video testimonials can be collected, organized, and tagged by product, occasion, or customer type, making them easy to find and reuse.

Jewel360 also makes it simple to display testimonials throughout your website, including rotating quotes on your homepage, customer stories on product pages, and embedded videos in landing pages or blog posts.

The result is more than better branding. Testimonials placed strategically on your site can increase time on page, lower bounce rates, and help customers feel confident enough to move forward with a purchase. Our software also tracks which testimonials perform best, so you can double down on what’s working.

With Jewel360, your best customer stories become a part of your everyday marketing. Schedule a free demo to see how easy it is to turn social proof into more sales.