How to Grow Jewellery Business Using Pinterest 

Pinterest, as a visual discovery search engine, offers jewellery companies a unique opportunity to engage with an actively engaged audience, boost their brand visibility, and increase revenue. 

While there are many platforms to choose from, Pinterest is one of the most potent tools for increasing visibility, engagement, and sales.

With millions of active users looking for ideas, Pinterest is a goldmine for displaying jewellery collections and achieving the reach your brand wants to have.

This guide will walk you step-by-step through setting up your Pinterest account, planning your content, and using Pinterest's power to grow your jewellery business. 

What is Pinterest? 

Pinterest is a visual search engine and it morphed into a massive shopping platform. It enables users to find, save and share images (called “pins”) on online boards.

Users save the pins they find inspiring or helpful to themed or categorised boards.

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For jewellery brands, Pinterest is a great channel because jewellery is a visual product. Your product will be able to display beautiful pictures of your jewellery items, so you can gain attention and bring visitors to your website, which can lead to an increase in your revenue. 

This was in reference to Pinterest, which has over 540 million active users globally as of Q4 2024. This advantage makes it an ideal place for advertising your jewellery business and directing visits to your site. 

Pinterest: Why it’s Awesome for Jewellery Businesses 

Pinterest is a powerful marketing tool for jewellery businesses as there are a number of unique advantages it offers over other social media platforms. So here is why Pinterest is a good platform to promote your jewellery brand: 

Search Engine Functionality 

Pinterest, in contrast to Instagram, focuses on search. People seek inspiration, products, and ideas. With proper keywords and high-quality visuals, you can make your jewellery show up when potential customers are searching for similar products. 

Visual Search Features 

One of the highlighted features on Pinterest is its visual search capability. Users can upload a photo of an online product and Pinterest will either look for similar items or direct you to someone who sells that exact product.  

This can be especially useful for jewellery businesses,  as the users can locate your product even without a direct link. 

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More Interactions with Product Pins 

Pins without human faces are repinned an average of 23% more than those with faces, according to research. This will offer good news for jewellery brands who don’t always have access to models for every shoot.

By making the presentation of your jewellery pieces clean and good-looking, you are making sure you get better engagement. 

Discovering and Shopping for Products 

We have been built for discovery at Pinterest and so that maps really well to the jewellery space. Users browse for inspiration before purchasing, and Pinterest enables them to purchase directly through that app.  

It is a great opportunity for jewellery businesses to showcase their pieces and help customers create outfits in a one-stop shopping environment. 

Best Practices on Pinterest to Grow Jewellery Brands 

The first step in using Pinterest for your jewellery marketing efforts is to set up a business account. 

A personal Pinterest account can work great, but with a business account, you’ll gain access to some very important features that you need to monitor and optimise your performance. 

Why You Should Use a Business Account? 

A business account unlocks significant features that are unavailable to personal accounts. Here are some key features:

Pinterest Analytics:

This tool will help you track the performance of your pins, showing you metrics like impressions, clicks, and repins.

The insights you get from Pinterest Analytics can help you make better decisions and customize your content. For example, if most of your impressions are on mobile, you can optimize your website for mobile.

Advertising Tools:

Pinterest advertising tools offer significant benefits for businesses, including increased brand awareness, boosted website traffic, improved sales, and a deeper understanding of your audience.

You can run paid Pinterest ads, which allow you to target specific demographics based on interests, location, and keywords.

Improved Profile Features:

Pinterest business accounts offer enhanced profile features compared to personal accounts.

You can include a detailed business description, contact information, and links to your website, which all improve the credibility of your brand. 

Make Sure the Best Links On Your Profile 

To make the most of Pinterest make sure that your profile is fully optimised. A well-optimised profile will help potential customers find your jewellery and encourage engagement with your pins. 

Profile Picture and Logo 

Your profile picture is the first thing people see when they visit your Pinterest page, so use a clear, high-quality logo image. The ideal Profile Photo Dimension is 165 x 165 pixels.  

Your logo section must be easily recognisable and visibly attractive, even when displayed at a small size, as it is used in various Pinterest sections, including in comments or pinned images. 

Since Pinterest shows profile pictures in the form of a circle, ensure that crucial parts of your logo aren't cut off. 

Claim Your Website 

After you’ve created your business account, you’ll want to claim your website. This is a critical step in allowing Pinterest to confirm that your website is yours, while ensuring that you receive credit for every link (or content) you post. 

Upload Your Product Catalogue 

To complete the integration of your eCommerce store with Pinterest, you’ll have to upload your product catalogue. Enabling your products to show up in Pinterest’s Shop Tab and Product Pins, will allow users to easily browse through your collection and purchase your products. 

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Implement Pinterest Tag On Your Site 

Twitter Tag Instructions The Pinterest tag is a small snippet of code that monitors visitor behaviour on your website. You can enhance this advertising strategy by measuring Pinterest campaigns' performance using the Pinterest tag, enabling conversion tracking, and optimising your campaigns' performance. 

For example, if you're using Shopify, you can just connect your store to Pinterest, and it'll automatically create your product catalogue plus integrate your Pinterest tag. 

Enrol in the Verified Merchant Program 

The Verified Merchant Programme is optional, but there are several advantages to registering your jewellery business. As a Verified Merchant, your account will display a blue checkmark, indicating to consumers that your brand has been pre-vetted by Pinterest. 

Verified Merchants also secure preferred eligibility for Pinterest’s shopping features, including greater prominence in product searches and access to detailed reporting about conversions. This is a big plus when it comes to establishing trust with potential buyers and converting sales. 

3. Use High-Quality Images 

Pinterest is a visual platform so your jewellery must be the star with high quality and clear images. Good taste in styling as well as photography goes a long way, so do invest on professional photoshoots with natural light to showcase beauty through the pieces. Use a clean background to allow your jewellery to stand out even more and make sure each piece is well-lit. 

Use Vertical Photos for Better Engagement 

What works best on Pinterest is something all about visual appeal. High-quality images to show off your jewellery. According to research, vertical images do better on Pinterest. That’s because vertical photos occupy more significant real estate on user feeds and stand out more. 

If you’re taking images of your jewellery for Pinterest, try to get one vertical shot of each piece. Vertical images have more real estate and therefore get more exposure (the same is not necessarily true of horizontal photos). You can also give the pictures a little polish by editing them so they're bright and crisp and the background is clear of distractions. 

Focus on Photography Details 

So avoid using your camera’s flash when photographing your jewellery, as this can cause harsh reflections and shadows. These imperfections can spoil your jewellery, compromise its presentation and discourage potential buyers. 

Photographs of jewellery benefit greatly from natural light. Lay your jewellery near a window so that it can be warmed by gentle, indirect sunlight.  

This lighting will accentuate the lustre and sparkle of your pieces without causing halo effect highlights and other harsh reflections. 

Watermark Your Images 

It's important to remember that some users might save your images, clean your watermark, and share your pictures on their own account or website and links to the ad site. These have the potential to destroy your business and make your jewellery less visible. 

Consider watermarking your images to help prevent this from occurring. This watermark will give credit to your brand for images published, even when someone else uploads them.  

Also remember that Pinterest has an active support team who will take actions about stolen pins when reported so do report on misuse. 

4. Creating Engaging Pins for Your Jewellery Business 

How good your pins are is key to your success in Pinterest. As Pinterest is a visual medium, your pins should be attractive and highlight your jewellery at its best. Here are some tips to get you started on making pins that will engage: 

Make Use of Keywords and Descriptions to Optimise Pins 

Pinterest is not just a social platform; it’s a search engine. People visit Pinterest to find new ideas, products, inspirations. Use Relevant Keywords: Use appropriate keywords in your pin titles and descriptions to make your pins discoverable. These keywords assist your pins appear in search results when users search for terms related to jewellery. 

Using Keywords Effectively: How to Do It 

Use Relevant Keywords: Include relevant keywords in the pin titles when searching for jewellery. So, if you are promoting a product, for example, like a nice piece of fine silver jewellery, your titles could be: “Elegant Silver Necklaces for Every Occasion” or “Classic Silver Earrings”. 

Write Descriptions for Your Every Pin: Pin Descriptions Add the product name, key features and any additional details such as material, design or style. This will not only assist with pin ranking in search results but also offer relevant details to your viewers. 

Hashtags: Similar to other social media platforms, hashtags on Pinterest can enhance the visibility of your pins. Include hashtags in your descriptions to enhance the discoverability of your media. Some of these are #EngagementRings, #GoldJewellery, #HandmadeJewellery, etc. 

Add Text Overlays 

Use text on your pins to highlight key aspects of your jewellery. For instance, you can add words like “Handmade Silver Necklace” or “Rings for Every Budget.” Be sure to add text that is readable and enhances the image rather than distracting from it. 

Brand Your Pins 

It also enables you to trust on each pin to make your brand — be it with your logo. But placement is important to consider. Avoid placing your logo in the bottom right corner, as Pinterest adds product icons there. 

Utilise Video Pins 

Display your jewellery in action with video pins. You can also create shorts that showcase the shimmer and craftsmanship of your pieces.  

Keep the videos in the range of 6 to 10 seconds, and be sure to include captions or text overlays, as many Pinterest users view videos without sound. 

5. Organise Your Pinterest Boards Effectively 

Having an organised Pinterest profile looks more professional and also aids in the discoverability of your pins. Your boards serve as curated galleries for your jewellery with specific themes that appeal to targeted audiences. 

Sort your boards by jewellery type, collection, or seasonality to assist users in locating what they are looking for. The better organised your boards are, the easier it is for users to browse their profiles and see what your business has to offer. 

Board Ideas for Your Jewellery Brand: 

Engagement Rings: Display your gorgeous collections of engagement rings, from solitaires to halo settings. 

Gold Jewellery: Make all your gold pieces pop, yellow, white or rose, necklaces, bracelets, earrings etc. 

Statement Necklaces: A necklace board filled with bold, eye-catching necklaces that makes a statement. 

Handmade Jewellery Collection: If you design your own jewellery, a separate board showcasing all of your unique designs would be ideal. 

Jewellery For Occasions: A board is for the jewellery for weddings, birthdays, and other significant mileposts. 

6. Try Out Pinterest’s Shopping Features 

Pinterest has rolled out a series of shopping features to make it easier for people to buy directly from pins. As a jewellery business, you can capitalise on all of these features to drive conversions. 

Shop Tab 

Users can also browse your products from your Pinterest profile via the Shop tab. Available for business accounts, this feature keeps your followers shopping for your jewellery without having to leave Pinterest. 

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Shop the Look Ads 

This ad format allows you to showcase multiple products in one pin. You can direct a user to the product page on your website when they click on a specific item in the image. This is an excellent feature for displaying jewellery, related products or sets. 

Catalogue and Shopping Ads 

Pinterest lets you add your entire jewellery catalogue download as shoppable pins. Pinterest sells this, which is a great way to allow viewers to browse your whole collection and purchase directly from the original. 

7. Make use of Pinterest Ads for a broader audience 

Although organic pins can help enhance your reach, Pinterest ads can exponentially increase your efforts and get your jewellery in front of the most people. 

Pinterest advertising features let you target users based on their interests and search behaviours, as well as their previous engagements with your account. 

How Pinterest Ads Work 

Pinterest ads enable you to advertise your most effective pins to potential customers searching for jewellery. With the example of a Mother’s Day jewellery collection you can target users who are actively searching for Mother's Day gifts or have demonstrated an interest in jewellery in the past. 

Pinterest's targeting options let you focus on users based on their demographics, location, and behaviour. By limiting your audience, you make sure your ads are displayed to individuals with the highest likelihood of converting, which maximises your ad expenditure. 

Advantages of Pinterest Ads 

Wider Reach: You can reach a more targeted audience with Pinterest ads. 

Engagement: The promoted pins are compelling; hence they are more likely to be interacted with and can be recommended. 

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Increased Sales: Targeting users with relevant interests, you can bring more users to your website which means increased sales. 

8. Pin Consistently for Maximum Impact 

Pinning regularly is important to keep your profile up and running, and also to ensure that you keep reaching your audience. Pinterest favours active accounts, thus it is good to post a few times a day. But you don’t have to pin hundreds of times a day. 

The key is consistency. Create a posting schedule and post every day, or once a week. Another option available to you is Pinterest's built-in scheduling tool, which allows users to create content as far in advance as they'd like, freeing up time while keeping a steady stream of content on their boards. 

Pinterest also lets you schedule up to 100 pins at a time, which can be a big help for businesses with a lot of content in their library. 

9. Track Your Performance with Pinterest Analytics 

To make sure your Pinterest strategy is working, you should track your performance with Pinterest Analytics. This feature allows you to track the performance of your pins, such as impressions, clicks, saves and repins. 

By analysing this data, accordingly you can tailor your strategy to focus on different types of jewellery. 

Pinterest Analytics shows you what your audience likes, searches for, and when they're most active. Using this data, you can adjust your content to better align with your audience’s preferences. 

10. Connect with the Pinterest Community 

Pinterest is a social platform, and engagement is powerful in growing your brand. Take a break from just pinning your own content — engage with other users, influencers, and brands. Connect with others in the jewellery and fashion industries, respond to their posts and help spread relevant content. 

Engaging with the community also puts you in a position where new users can find you. You’ll also foster relationships with influencers and other businesses that could turn into partnership possibilities. 

Conclusion 

Hence, Pinterest is an incredible platform for jewellery brands that need to attract new clients, boost sales, and enhance brand awareness.  

And turning Pinterest into a jewellery marketing powerhouse comes from things like optimising your profile, creating compelling pins, using Rich Pins where applicable, varying your boards and using Pinterest ads. 

With 500 million plus active users, Pinterest is second to none as global platform to showcase your jewellery around the world. 

Begin using Pinterest today to see your brand grow by maximising this visual search engine’s potential.