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target market for jewelry industry

Do you feel like your marketing efforts aren’t reaching the right audience? Or worse, are you having a hard time identifying your target audience?


Look no further! We’re going to help you find your target market for the jewelry industry.


Understanding your target market can transform your jewelry business. Let’s discuss the importance of finding your target market and how to perform the necessary research to craft strategies that resonate with your customers.


Understanding the Importance of Identifying Your Target Market

Every industry and retail store has a target market, which is defined as a group of people who are most likely to become potential customers


Determining your target market is essential for successfully marketing your jewelry store, and understanding your audience can significantly help you boost sales and customer loyalty. 


There are two practices that help you find your target market for your jewelry store: competitor research and target demographic research. Let's get started!


Competitor Research

The first thing you need to do is competitor research. Competitor research is a marketing tactic in which you identify and evaluate other companies that offer similar products and services to your own.

Why Competitor Research Matters

Competitor research helps jewelry store owners stand out and attract new loyal customers. 


The jewelry industry is competitive and there are many brands and businesses trying to get the attention of their customers. Jewelry is an expensive and personal purchase that’s often tied to significant life events. These events include:

  • Engagements
  • Weddings
  • Anniversaries
  • Birthdays
  • Milestones

There is an emotional tie to these purchases which your jewelry store should recognize for your target market. 


It’s also important for jewelers to understand the popular jewelry trends and how they resonate with your target market.


A challenge for small local jewelry retailers is competing against established local jewelers and larger online retailers. You have to compete on product variety, quality, pricing, customer experience, and the overall shopping experience.


Competitor research is not only about keeping an eye on what your competitors are doing, but it’s also about leveraging your insights in your strategies. There are several ways your competitor insights bring value to your jewelry store:

  • Product offering and innovation
  • Pricing strategies
  • Customer service standards
  • Brand positioning
  • Marketing tactics


Competitor research is a continuous process. Be proactive when identifying trends and anticipating market shifts. Taking the time to conduct competitor research will help you gain new business opportunities, mitigate potential threats, and adapt to market changes.


Related Read: Enhancing Customer Service: 7 Tips for Jewelry Store Businesses


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Steps To Conduct Competitor Research

To establish your competitive edge, follow these three steps for conducting effective competitor research.

Step 1: Identify Your Main Competitors

To start, you need to identify your main competitors both locally and online. Look at jewelry stores in your area and online retailers that ship to local customers. 


There are a few ways to discover your competitors. Google is a great resource! Use it to search key terms such as “jewelry stores near me” or “custom jewelry online” and see what shows up in the results. This will get you an initial list to work from.


Social media is also a resource for you. Search on social media platforms such as Facebook, Instagram, or Pinterest for jewelry stores in your area or for jewelry-related items and products. You could also use jewelry-related hashtags for better results. Add any competitors you find to your initial list and look into them further to determine if they are indeed competitors.


Lastly, there are some market research online tools you can use to identify competitors. Some of these tools are free while others are paid tools, including:



These platforms analyze online presence including website traffic and ranking content, but they can also help you identify competitors in your space.

Step 2: Analyze Competitors’ Strengths and Weaknesses

As you analyze the strengths and weaknesses of your competitors, you’ll start to understand their market position. This will help you identify potential gaps and areas where your jewelry store can excel. There are a few different areas to focus on when doing this analysis:


  • Product offerings: Look into the different types of products they offer. What does their range of products look like? Do they focus on high-end luxury items, custom jewelry, or affordable fashion jewelry? Do they offer unique products or services?
  • Pricing strategies: Compare their prices to yours. This can give you insights into how competitive their pricing strategies are. Do they offer discounts, bundle deals, or financing options?
  • Marketing strategies: Analyze your competitors’ marketing tactics and observe how often and the type of content they post. What are they doing on social media, email marketing, and their website? What types of promotions and campaigns are they running?
  • Customer reviews: Read competitors’ reviews. You can find customer reviews on Google, Yelp, and social media. This will give you an understanding of what customers like and dislike about the businesses. Look for themes in these reviews such as frequent complaints or great customer service.


This step will give you a clear understanding of competitors and how your jewelry store can best compete against them. Don’t forget — this step will provide you with the data to make business decisions and learn from your competitors.


Related Read: Jewelry POS: Cloud-Based vs. Legacy Systems

Step 3: Learn from Competitors’ Strategies

Once you’ve analyzed your competitors, it’s time to learn from their strategies. This is where you can position your business to stand out from your competitors. Think about what you can adopt and what you should avoid.


You need to differentiate your business from competitors. Develop a unique selling point (USP) that highlights what makes your jewelry store special, such as exceptional customer service, custom designs, warranty and care plans, exclusive collections, or innovative technology.


Competitor research is essential to crafting your jewelry store’s brand identity. Pay close attention to competitors, and use your data and learnings to strengthen your jewelry store.


Target Demographic Research

Target demographic research is where you identify the shared characteristics that a given group has that your business wants to reach. With this research, you can create personalized and relevant marketing campaigns that resonate with your group's demographics.

The Importance of Knowing Your Customer

Your target market's demographics heavily influence their purchasing behavior. Demographic features such as age, income, location, and lifestyle impact jewelry purchases. Understanding your customers can help you make better decisions about which products to sell or how to best market your jewelry store.


Once you segment your target customers, you can make better product selections. You want to ensure that you provide inventory that meets your customers' needs and that they can find something appealing.


Marketing strategies are also influenced by target demographic research. Develop marketing campaigns that are tailored and targeted to specific demographic groups. This will help catch the attention of your target customers and speak to them in a way that resonates.


A personalized experience or service will improve customer satisfaction and loyalty. As you understand demographics, you and your staff can give recommendations that resonate with your top customers’ preferences. A customer's positive experience and review will go a long way toward improving your jewelry store's reputation.


Related Read: Trends vs. Timelessness: Striking the Right Balance in Your Jewelry Inventory

Methods To Research Your Target Demographic

Step 1: Leverage Existing Customer Data

You can find your customer data in various places, from sales data to customer feedback to your customer relationship management (CRM) system.

  • Sales data: Analyze past sales data and identify purchasing behavior trends. Take note of the types of jewelry being sold and the times of year when those sales are most popular. This sales data can be different based on unique customer segments.
  • Customer feedback: Collect and interpret customer feedback. This feedback can provide insights into your customers' preferences and pain points. Look for common themes in customer reviews and feedback.
  • Customer relationship management: Use a CRM system to organize and collect customer data. These systems help track customer interactions, purchase history, and preferences. 

Step 2: Conduct Surveys and Focus Groups

Surveys and focus groups can give you valuable insights directly from your target audience.  Make your surveys concise and targeted. They should be easy to understand and user-friendly. It’s best practice to include a variety of questions that are multiple choice and open-ended questions. This gives you both quantitative and qualitative insight data.


When organizing focus groups keep the group size to six to 10 participants. Select a diverse group of participants who represent different segments of your customer base. Prepare guided questions for open discussion and have a moderator facilitate the session.


Next, interpret the feedback and keep your eye out for any common themes. The feedback can drive business decisions for your jewelry store. You can use this data to improve product development, inventory management, marketing strategies, and the customer experience.

Step 3: Use Online Analytics Tools

Google Analytics is a tool that tracks website visitors’ demographics. It can segment traffic sources, user behavior, and conversion data across age, gender, location, and interests. This allows you to deep dive into the demographic data of visitors to your website.


Some social media platforms analyze visitor demographics. These insights offer another way to analyze demographics and tailor your content and advertising strategies on social media.


Other online tools like SEMrush and Ahrefs also provide you with demographic and behavioral data. Be sure to use the demographic insights to enhance your business strategies for your jewelry store.


Combined Target Market Research

Gathering data on your target market is an ongoing process that requires regular attention. Competitor and demographic research gives you the insights you need to reach your target market. 


As you leverage these exercises, you, as a jewelry store business owner, can make informed business decisions. By staying ahead of the competition and understanding your target market, you will create a compelling and unique brand that resonates with your audience. Remember: The more you know about your audience, the better you can serve them.


Finding Your Target Market for the Jewelry Industry: How Jewel360 Can Help

Jewel360 is an all-in-one cloud-based point of sale (POS) system. Our robust CRM system significantly enhances target demographic research for jewelry store owners, organizing and analyzing customer data to reveal purchasing patterns and trends. 


Our platform excels in managing customer feedback, allowing for refinements in product offerings and customer satisfaction. 


Jewel360 helps create personalized marketing campaigns by segmenting customer bases, ensuring targeted and effective outreach. Our inventory management system also helps optimize stock levels to meet customer demand. 

Learn more about the capabilities of Jewel360 by requesting a demo today!