Spring Clean your brand for a more profitable Summer season
Spring is the perfect time to clear out clutter and reset ahead of the summer months. If you do this for your home and wardrobe, why not your brand? There are so many quick wins you can have by making small tweaks to your branding now, which will help make you more sales in the coming months.
Consider product lifecycle
It’s likely you are designing new pieces to launch soon over spring or summer. In the eyes of customers, weak product can detract from strong product. Ensure old or unsuccessful product isn’t getting in the way of newer pieces. Remove product which isn’t selling or pieces which don’t speak to your target audience. You can always, reintroduce them later or reimagine them. Check out my take on uploading product perfection. Or with the price of gold so high, you could consider scraping them entirely, drastic I know!
Enhance Product Photography
Invest in high-quality images that showcase your jewellery in a way that will appeal to your audience and inspire them (whether that’s by working with a photographer like me or investing in your own skills). Include lifestyle shots with models to help customers envision how the pieces can be worn. If you have products which are not selling but you don’t want to remove yet, consider reshooting or styling them in a different way, this could refresh their appeal to your audience. Online, your images and videos sell your product, if you need advice on how to use product imagery to sell more jewellery, check out my blog on it.
Audit your website (with a critical eye!)
Review your website's design and functionality from the perspective of a customer. Ensure it is user-friendly, mobile-optimised and is appealing to your target audience. Don’t put any barriers up to get in the way of your customers shopping experience.
Revamp Product Descriptions
If your product descriptions are lacking, or non-existent, now is the time to fix that. Write engaging and informative descriptions that tell the story behind each piece as well as informing the reader of the details of the product. Rewrite product descriptions to be more engaging, incorporating storytelling elements that highlight the inspiration behind each piece. As well as highlighting materials, dimensions, craftsmanship, and unique selling points.
Organise Product Categories
Simplify navigation by categorising products based on type, occasion, or style for example. Reduce the amount of titles in your website header as much as possible to avoid customers feeling overwhelmed or lost. Consider adding seasonal product edits like ‘swim resistant’ or ‘holiday must-haves’.
work on your SEO
Revaluate the SEO (search engine optimisation) of your website content - improving keywords, alt texts for images, and meta descriptions to increase visibility will help your site be discovered more in the long term.
Update or define your Brand Colours
Refresh your brand colour palette with similar but lighter, spring-appropriate colours that evoke a sense of renewal and optimism for the brighter days ahead. You can use these in your images rather than changing your whole branding palette. If you do not have a defined colour palette, choose one and ensure it’s consistent across all your customer touch points.
Revise Fonts
Are you using consistent fonds across all of your platforms? Choose fonts that complement your brand and customer aesthetic and are easy to read. For fine jewellery brands, if you’re unsure of the fonts to choose, you can’t go wrong combination of a serif font for headers and a sans-serif for body text. Do you best to choose similar fonts on ‘unowned’ platforms like Instagram. Unowned platforms are those you cannot control, essentially anything other than your website and mailing list. I have spoken about this previously.
Finesse Social Media Aesthetic
Social media, especially Instagram, does not have to be perfect and polished but it should feel considered and in keeping with your brand. Revamp your social media profile with new wording in your bio, fonts that suit your brand, consistent cover photos on your highlights and reels.
Refresh Email Templates
Design new email templates that align with your branding but are more eye-catching and engaging. Ensure your email content feels the same as your website and socials for a cohesive look for all customer communications. Oh, and, actually send some emails too!
I hope these few ideas give you some inspiration to spring forward (atrocious pun, I apologies) into the summer months feeling more confident in your product, website and brand identity.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.