Jewelry Brands Style Their Own Newsletter Trend



There are websites and blogs, Instagram and Facebook — but now newsletters, straight to the inbox, are being called “the media of the moment.To get more news about 3d jewelry design services, you can visit jewelryhunt.net official website.”

Jewelers, too, from large houses like Cartier and Bulgari to small independent operations, have jumped on the newsletter bandwagon, sharing content that includes information on collection drops and styling tips, news and happenings, and even invitations to join a book club.
Atelier Romy, an online jewelry brand started in 2017, has found newsletters particularly valuable. “Signing up is completely free,” said Sabine Roemer, its founder, “and then you’re immediately part of our community, what we call the A.R. family.”

She would not share the number of subscribers, but said the total had grown tenfold in the past year. And Ms. Roemer noted that subscribers tended to be what she called “real clients,” who have purchased pieces and are loyal to the brand, something that is not always true of social media followers.Jewelers praise newsletters because they can present information in a kind of longer, storytelling form, especially welcome after the bite-size, click-through nature of Instagram. “You can go deeper in a way that you can’t on social media,” said Rosh Mahtani, founder of the British jeweler Alighieri. “The attention span is much longer — by the time someone’s opened your newsletter, they’re already invested to read the stories.” She has been sending a newsletter two to three times a week, and said she has almost 16,000 subscribers.

Designers say the format works especially well for educational articles: The British designer Annoushka Ducas recently used her newsletter, called “Annoushka’s World,” to explain Britain’s history of hallmarking precious metals, segueing into why she uses only 18-karat gold for her designs.Ms. Ducas said she began the newsletter three years ago and it now has more than 75,000 subscribers, although she creates a new one only when she has something to say — like sharing the inspiration behind a new collection. “It’s very personal,” she said.

The pandemic was a game changer, Ms. Ducas said, with the lockdowns in Britain prompting her to use the newsletter to start a book club with clients. She asked them to read a book — the first one was “Girl, Woman, Other” by the 2019 Booker Prize winner Bernardine Evaristo — and then join an Instagram Live discussion between Ms. Ducas and the author.The New York-based designer Jovana Djuric, whose bold jewelry echoes her background as a sculptor, started sending emails about her sculpture exhibitions and other news to fans in 2001. Now that her focus is on jewelry, she has transformed those messages into a weekly newsletter, so far drawing about 5,000 subscribers, she said.

“I know it’s a marketing tool, but newsletters for me are much more personal,” she said. “In a way you’re sending out letters of love and renewing vows.”

Her Instagram account was hacked recently, and Ms. Djuric said the experience increased her partiality for newsletters. “I was never fully comfortable with Instagram — it was connection with detachment,” she said. “I always wondered if it was a real community. Before, I saw newsletters as a complement to social media. Now it’s a driving force behind my engagement.”

While designers declined to specify exactly how much money they spend on newsletters, most acknowledged that, at least initially, it does not cost much. Of course that changes when they begin sending targeted newsletters to different customers or start to employ sophisticated tracking methods.Carolina Bucci, a fourth-generation jeweler from Florence, Italy, who now is based in London, said she recently expanded her brand’s communications strategy with a newsletter that goes out about twice a month.

Each one has a link to a story on a website named “La Catena,” or “The Chain,” which originally was established for employees but now acts as a kind of online magazine and archive. It offers interviews and columns such as Wasting Time, which invites people to describe their downtime (the actress January Jones opened the series) and Lucky for Life, which profiles a special relationship like, recently, the bond between Dr. Barbara Sturm, the beauty brand founder, and her daughter, Charly.

Ms. Bucci said the site allowed her to cover topics of personal importance, like Re-engage, a British charity that supports older adults (the company donates 2.5 percent of its revenues from its London store to the cause). “La Catena was a place to contain all the ideas I have, especially after Covid,” she said. “Rather than just — ‘Here’s a new product press release’; magazines pick it up or they don’t — this was something a bit more organic and natural,” she said. “Maybe it’s more subtle, sometimes too subtle, but I think the right people are reading it.”

She also said that, while the brand can track reader interactions with the newsletter, it is actually less commercial than she had expected. For example, a newsletter item featuring her heart-motif Cuore ring led subscribers to buy other things, and featuring her best-selling woven gold Lucky bracelet led to purchases of Cuore rings. “We can’t work out why,” Ms. Bucci said. “It drives everyone insane.”