Brick-and-mortar still matters. But personalized, brand-building video is what sets you apart.
We’re entering the holiday season and that means you’re checking off your seasonal list: ensuring staff are up to speed on all products, personally reaching out to top customers, and getting the store organized. In dealing with the day-to-day tasks, don’t forget that the fourth quarter also presents the best opportunity to expand your customer base. This is when your marketing efforts come to fruition.
There are two parts to successful marketing. The first is product promotions, which consist of offers like, “20% off though the weekend,” or “gift with purchase.” This is a call-to-action to bring prospective buyers through the door, and the possibilities are endless.
Product promotions are offered by all of your competitors and they are particularly abundant during the holidays. While promotions are necessary, they seldom deliver exceptional results alone, because of market saturation and choice overload. When shoppers are inundated with promo offers from you—and other businesses—they can have a frustrating time deciding where to put their dollars, and will sometimes choose not to buy at all.
Consequently, the second part of successful marketing— branding—is important to implement, too. This involves creating an aura around your brand that presents a strong and recognizable identity to your target audience. It’s how potential shoppers perceive your store and products.
Branding is the inaugural step in converting prospects to customers. Historically, this has been very costly, especially if you share a market with major brands. It can be almost unaffordable to match their production values. Fighting for eyeballs—and dollars—can be a huge problem for smaller, independent jewelers. Which is why for the past several months, we’ve been working on a solution that creates a brand identity for independents as compelling and engaging as the major brands.
Our first step was to ask questions and analyze data and information. What creative assets can be produced and repurposed over several media channels? Which media gets the greats engagement among jewelry shoppers? And finally, how can we produce impactful communications that compete with the majors at a price the independent jeweler can afford?
Our conclusion? Video would be the most viable media for a myriad of reasons. It can be used for TV, cable, and OTT, as well as placed on websites, social channels, in-store monitors, and outdoor electronic boards. Not to mention, consumers spend a lot of time watching—and sharing what they’re watching.
HubSpot reported that audiences spend an average of 17 hours a week watching videos online, while a study from Wyzowl found that 48% of people said they’d be most likely to share video content with their friends, ahead of any other type of content. And Vidico concluded that 90% of marketers attest that video marketing delivers a good return on investment (ROI), emphasizing its effectiveness across key performance areas such as sales, lead generation, and brand awareness.
But not just any random video will grab attention and build a brand. Vidico found that consumers attribute a high value to video quality, with 87% stating that it impacts their trust in a brand. Forbes stated that short-form videos (30-60 seconds) are what’s needed to effectively capture short viewer attention spans in today’s ever-evolving digital landscape. And finally, a Mckinsey & Company report said that companies leveraging AI personalization could see a revenue increase of up to 15%.
With all this data in mind, we’ve spent the last six months exploring and developing impactful AI videos that help jewelers reinforce their brand. While the process is far more complicated than we could have imagined, the results speak for themselves. We are continuing to fine-tune this art form for the jewelry industry, and while it’s not a cheap solution, it’s a fraction of what it would cost to produce this content through traditional channels. And the results can be phenomenal. If you want to be the talk of your market, you need to seriously explore utilizing AI video.
To view our initial samples of AI video for jewelers, visit https://harmongrp.com/ai-visuals/.
You can also check out this article in the 2025 holiday issue of The Jeweler’s Collective: https://digital.thejewelerscollective.com/Holiday-Issue-2025/46-47/