Jewelry Email Marketing: 40 Amazing Examples For Online Stores

Not happy with your email conversion rate? Here’s some inspiration: 40 high-converting examples from great jewelry brands.

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40 Amazing Email Examples From Online Jewelry Brands

1. Ana Luisa: Send Welcome Emails with a Story

Subject Line: Hi! Nice to meet you. We are Ana Luisa.

Preview Text: We're glad you're here.

Instead of sending a traditional welcome emailer, Ana Luisa showcases what’s important to them—sustainability, transparency, and responsibility.

It’s worth noting that Gen Z and millennials are 30% more likely to spend more on brands that rate high on transparency—also, nearly 50% of jewelry shoppers in the U.S. are aged below 35.

Pro-Tip 💡: Tune your microcopy to showcase a discount for new users—note how Ana Luisa does it:

2. Frank Darling: Send them a Note

Subject Line: From Our Family to Yours ✨

Preview Text: Holiday wishes from Frank Darling ­ ­ ­ ­ 

Almost 77% of consumers have stated that almost all brands fail to connect with them emotionally. 

Note how Frank Darling removes that obstacle by creating a note, straight from the founder’s desk.

‍Pro-Tip 💡: To lower your unsubscribe rate and maximize CTR, tune your tonality by target audience age—note how Frank Darling incorporates this in the unsubscribe text at the email footer:

3. Maison Miru: Announce a New Collection Painlessly

Subject Line: FINALLY! gym-proof jewelry
Preview Text: ✅ resolution-approved

What’s better than sending a note that speaks to your customers’ pain points?

Solve the literal pain point—note how Maison Miru does it with their new “anti-tarnish” jewelry. 

Pro-Tip 💡: Don’t forget to drive push notification signups—note how Maison Miru does it with their “PS” hook:

4. Moon Magic: Send a Pre-Launch Email

Subject Line: Something super cosmic is happening soon! ✨

Preview Text: You don't want to miss it.

Jewelry is meant to be personal—note how Moon Magic drives this sentiment. 

Paired with powerful copy, this email is a classic example of a pre-launch email.

‍Pro-Tip 💡: Ensure that your pre-launch email contains a preview of the products themselves—note how Moon Magic does it:

You'd also like to check out: 15 Ways Online Jewelry Stores Can Boost Conversions

5. Pandora: Personalize Product Discovery

Subject Line: Discover what's sparkling new, — ✨

Preview Text: See what's new this week.

Personalization drives greater retention and conversion to 76% of consumers. 

In this case, Pandora announces the launch of their new collection.

The subject line and the email banner features the user’s name—which drives open rates, and in turn, the click to open rate. 

‍Pro-Tip 💡: If you are using personalization, don’t forget to recommend products by browsing history—note how Pandora does it:

6. Catbird: Announce an Influencer Collab

Subject Line: SOFIA 🥂💕🦢

Preview Text: our newest collab! ­ ­ ­

From handwritten notes to an exclusive influencer collaboration, this jewelry emailer has it all. 

This emailer can work to drive not only awareness but also engagement among existing customers.

‍Pro-Tip 💡: Throw in a review to drive up the trust and FOMO—note how Catbird has used “The New York Times” review:

7. Melanie Casey: Launch a Flash Sale

Subject Line: Just a few pieces left...

Preview Text: Many have sold out but you can still snag these! ­ ­ ­ ­ ­ 

We have taken this example because it takes community feedback, pre-orders, and urgency into account. 

Moreover, this email is an elaborate coming back-to-stock email. Here’s how:

Melanie Casey makes this an irresistible offer by launching an exclusive collection at a discounted price only for one day.

‍Pro-Tip 💡: Make sure you prepare a drip with a pre-launch AND “bringing it back” to seal the deal.

8. Hillberg & Berk: Announce a Live Video Event

Subject Line: Going Live

Preview Text: Live Shopping + Styling Event

Hillberg & Berg go conversational with their email, by inviting users to join them at a live stream.

Doing this not only helps in product discovery, but also conversions—live streams have reportedly led to a 30% conversion rate.

‍Pro-Tip 💡: Keep track of all opens and create a custom segment—once the live ends, send this segment a recap email with product recommendations.

9. Cate & Chloe: Stop Browse Abandonment

Subject Line: —, we formed a wishlist of your viewed products! 💌

Preview Text: In case you decide to shop later ­

Cate & Chloe go personal by creating a wishlist along with a discount code. 

Note how they address the pain points in their email. 

‍Pro-Tip 💡: Ensure that the discount code is auto-applied to the user (even if they haven't opened your email)

10. Lizzie Fortunato: Inspire Them With Guidance

Subject Line: How We're Wearing & Pairing Our Latest Arrivals

Preview Text: Featuring our little hacks for really good more-is-more looks ­

Lizzie Fortunato drives intelligent product recommendations by showing users how to wear their jewelry. 

‍Pro-Tip 💡: Offer a maximum of three products at once to avoid choice paralysis.

11. Swarovski: Promote An Aesthetic

Subject Line: Shop Swarovski X SKIMS now

Preview Text: Crystal confidence for every body

In this email, Swarovski reminds users that their latest “limited” custom collection is open for shopping. 

Swarovski’s minimalistic email doesn't use hooks or contrasting colors, yet it evokes luxury and urgency. 

Here’s how—firstly, they feature an image of Kim Kardashian wearing their latest collection.

Secondly, they quietly highlight the shipping threshold.

‍Pro-Tip 💡: Highlight BNPL payment options and a spend level for frictionless conversions—note how Swarovski highlights the same:

12. Jared The Galleria of Jewelry: Create Trend Lookbooks

Subject Line: Congratulations Are in Order...

Preview Text: You found our TOP styles! ;

Product images themselves can drive the show, and this is exactly what Jared the Galleria of Jewels does. 

It’s worth noting that nearly 93% of shoppers rely on visuals to drive purchase decisions.

Pro-Tip 💡: Consider using GIFs/animated images to lower scroll fatigue. 

Also Read: Product Description Examples (& Ideas) for Online Jewelry Stores

13. Jenny Bird: Turn Bundles Into Gifts

Subject Line: Seamless Shopping Ahead

Preview Text: How We're Making it Easy 

Jenny Bird knows how hard it is to give the right gift—what they simply do instead is offer bundles as gifts. 

‍Pro-Tip 💡: 1 out of 3 last-minute shoppers will buy a product based on when they will get it—note how Jenny Bird handles that objection frictionlessly:

14. Jenny Bird: Quiz It Out

Subject Line: Who Wore Our Faye Knockers Best

Preview Line: Your Favourite Earrings Featured in Us Weekly Featured in Us

Research indicates that using quizzes helps establish user stickiness and drives product discovery.

Jenny Bird considers this, thus using a quiz for product discovery. 

Pro-Tip 💡: Once you send this email, divide your subscribers into three segments: "non-openers", "opened but did not vote", "opened and voted".

“Non-openers” & “opened but did not vote”: Send them a follow-up email, featuring the most popular recommendation.

"Opened and voted": Send them their recommendation with a 1:1 session booking option.

15. Stone & Strand: “Say You’ve Been Featured” 

Subject Line: Spotted In ELLE ✨😍

Preview Text: "Adored by celebrities, influencers, and customers alike."

What's an easy way to gain trust?

Show what people say about you—according to a Nielsen survey, 67% of consumers trust editorial content.

That is exactly what Stone and Strand leverages. 

‍Pro-Tip 💡: Alternatively, you can pair products with reviews—experiment and A/B test as many variations of this design as possible to drive conversions.

16. Roma Designer Jewelry: Re-Spark With Discounts

Subject Line: 😍 —, 31% off EVERYTHING right now!

Preview Text: No tricks, just treats! Check out our super-fun savings and pick a..

Roma Designer Jewelry ditches the standard template and goes personal.

The goal here is to generate high open rates—note how the subject line features an emoji and the word “everything” is capitalized. 

Pro-Tip 💡: If this email goes unopened or opened with no clicks, send out another email within 3 days, requesting a survey, and an opt-out option.

Also Read: 11 High-Converting Win Back Email Examples (+ Templates)

17. Melinda Maria: Feature What They Have Said

Subject Line: 5 Star Magic

Preview Text: ⭐️⭐️⭐️⭐️⭐️ ­ ­ ­

Reviews are important to 99% of consumers, and there’s no going around it. 

Sustainability and pricing are among the biggest purchasing factors for jewelry brands—but, good reviews come primary.

Note how Melinda Maria uses reviews to drive conversions. 

‍Pro-Tip 💡: Use photos of customers wearing the product to further drive the trust factor—77% of customers prefer seeing customer photos instead of professional models.

18. Monica Vinader: Rescue Abandoned Carts

Subject Line: Did you forget something?

Preview Text: Don't miss out, your cart is calling

Monica Vinader calls on emotions to drive their abandoned cart email, all while staying straight to the point. 

Note how the CTA says “Complete your order”—while the email displays other options to discover.

Pro-Tip 💡: Use a “going out-of-stock” email as a follow-up to drive the scarcity—ensure that the landing page displays low stock options too. 

Also Read: 40 Abandoned Cart Email Examples That Actually Win Back Lost Customers

19. Brilliant Earth: Upsell Brilliantly

Subject Line: This email is full of surprises ✨

Preview Text: Take a peek at our hidden accent engagement rings ­ ­ ­ ­ ­ 

Brilliant Earth plays on the element of surprise by asking users “Are you planning a V-Day proposal?”

Whether they are planning one or not, users will take note of the variety of options available.

However, the best part comes at the end of the email, which we have discussed below.

Pro-Tip 💡: Offer a gift for free to drive the conversions further—note how Brilliant Earth does it:

Also Read: 31 Insanely Powerful Online Promotion Ideas For eCommerce

20. Kendra Scott: Cross-Sell Based On Purchase History

Subject Line: You’re Going to Shine in These

Preview Text: Get a closer look at a few of our favorite Demi-Fine styles

Customization is important, but it's incredibly important to take customer tastes into consideration.

Kendra Scott does this by offering products up for cross-selling by purchase history. 

What’s of note is that anyone who has purchased part of the collection can be incentivized to complete the collection.

‍Pro-Tip 💡: Tune in loyalty points and free shipping threshold to drive the conversions.

21. Kendra Scott: Send Out a Mystery Offer

Subject Line: Did you hEAR? Our $30 mystery item is back!

Preview Text: But not for long...

We have featured Kendra Scott again because of this mystery item. 

Paired with an element of intrigue in the copy, the mystery item only costs $30.

Users have to guess what the item is by looking at the products that go with the mystery item.

‍Pro-Tip 💡: Ensure that your jewelry product page showcases this offer for those who have clicked on this email.

22. John Hardy: Create a Free Gift Threshold

Subject Line: A (free) gift for you

Preview Text: Unlock now. While supplies last.

John Hardy uses reciprocity to drive the sale. Here’s how they do it—they simply offer up a free gift in return for a cart value.

This in turn boosts AOV and customer retention rates.

Pro-Tip 💡: Cut the cognitive load by offering ready-to-shop options—note how John Hardy masters this.

23. Melanie Casey: Bring It Back

Subject Line: Strike That. Reverse It.: ALMOST GONE!

Preview Text: That was fast. ­ ­ ­ ­ ­ 

We have brought back Melanie Casey solely because of their unique use of limited-time offers.

This email is the last step in the drip campaign that started with a flash sale. 

Melanie Casey recounts what it started off as and ends with a note of thanks, all while ensuring that the last few pieces left “in stock” are sold out.

‍Pro-Tip 💡: Ensure that you use visual cues like “sold out” or “2 left” on certain products to drive urgency—note how Melanie Casey does it:

24. Kay: Offer: Empathy By Opt-Out

Subject Line: Opt out of Father’s Day Emails

Preview Text: + You’ll still receive great styles & savings

Empathy is one of the strongest emotions—note how Kay offers users the option to opt out of receiving Father's Day promotions.

It’s worth noting that they ran this email a month before Father's Day arrived.

‍Pro-Tip 💡: Offer this same service for Mother's Day, and anniversaries too.

We recommend checking out: 21 Last-Minute Mother's Day Marketing Ideas For eCommerce Stores

25. Brilliant Earth: Incentivize Them To Review

Subject Line: Getting to know you...

Preview Text: Take our survey for a chance to win a $500 Amazon gift card

This is a simple yet effective example of what a transactional email for jewelry brands should look like.

Brilliant Earth offers users a chance to win an Amazon gift card in return for their review. 

However, this email can be made more visual by showing a step-by-step process—this ensures that customers know the exact steps. 

Pro-Tip 💡: Don’t forget to showcase your brand’s USP in your microcopy—55% of consumers will pay more to buy sustainably sourced products.

Also Read: 20 Brilliant "Post-Purchase Email" Examples (+ How to copy them)

26. Ring Concierge: Replenish and Upsell 

Subject: Maintenance Request

Preview Text: Your diamonds called—they’re ready for their close-up ­ ­ ­ 

When it comes to jewelry brands, replenishment emails don’t exist, but Ring Concierge manages to do so.

This example contains one of the finest upsells, that helps in increasing CLV like nothing else.

Here’s how—by encouraging users to purchase the “Luxe Jewelry Care Kit” to replenish the shine of jewels and metals. 

It’s worth noting that the average jewelry shopper spends about $600 on jewelry. 

‍Pro-Tip 💡: Ensure you pair a testimonial to further drive the trust factor.

27. Dana Rebecca Designs: Send Them Maintenance Tips

Subject Line: Your New Jewelry ➡️

Preview Text: How to make your investment last a lifetime 💫 ­ ­ ­ ­ 

Instead of sending a standard thank-you email, show your users how to take care of their investment.

Note how Dana Rebecca Designs masters this.

‍Pro-Tip 💡: Apart from repurposing well-performing blogs from your website, feature your social media posts/reels as GIFs. Conduct a break-down if needed.

28. Ana Luisa: Make The Double Opt-In Easy

Subject Line: Hey, what about 10% cash back on every purchase?

Preview Text: Activate your account and start saving now!

This is a classic example of a triggered email that drives conversions to the max.

By asking users to confirm their email addresses, Ana Luisa lands the double opt-in process.

‍Pro-Tip 💡: All follow-up emails should show the loyalty points left and the cashback earned.

Also Read: 40 Discount Email Templates (& Examples) for eCommerce Stores

29. Kendra Scott: Celebrate Their Birthday

Subject Line: Want up to 50% off during your b-day month?

Preview Text: Sign up for Insider today

91% of consumers love it when brands appreciate them.

Note how Kendra Scott provides a discount in return for a customer’s birthdate. 

They go on to provide further proof of what kind of discounts a customer will receive in exchange for their birthdate. 

‍Pro-Tip 💡: Apart from a discount code, it's always a good idea to offer a gamified “win a free gift” quiz.

30. Baublebar: Give Them a Wrapped

Subject Line: WRAPPED: 2023 Styles

Preview Text: 20% Off Ends Tomorrow​ ­ 

A classic example of email personalization, Baublebar takes a user through their browsing history.

To persuade the customer further, price anchoring is used. 

Pro-Tip 💡: Send this email before or after Christmas—this is to ensure that two promotions don't interfere with each other. 

Also Read: 20 email personalization templates (examples from great brands)

31. Thomas Sabo: Recommend By Zodiac Signs

Subject Line: Star sign Libra ♎

Preview Text: The harmonious star sign that is full of life

Research indicates innovation and service are the two biggest drivers when it comes to jewelry purchase decisions. 

Thomas Sabo offers both in one by creating products that are personalized to the T.

Note how the CTA continues the message—note how Thomas Sabo does it. 

‍Pro-Tip 💡: This email can be further personalized by segmenting users into two categories: “birthdays during the particular zodiac” and “birthdays outside the particular zodiac.”

32. Zoe Lev Jewelry: Generate UGC

Subject Line: Zoe Lev Styled by YOU!

Preview Text: How do YOU style our pieces? ­ ­ ­

Zoe Lev’s Jewelry is another example of user-generated content in use.

By doing this, Zoe Lev reaffirms the brand positioning and drives product discovery. 

‍Pro-Tip 💡: Incentivize your customers by offering a giveaway on your socials and emails.

33. Seeker’s Men’s Jewelry: Create a VIP Club

Subject Line: 🔴 ONLY FOR YOU

Preview Text: Thank you for your loyalty.

The first rule of appealing to luxury shoppers is—exclusivity. 

Note how Seekers does it by offering an exclusive discount and uses a CTA that says “shop before anyone else.”

‍Pro-Tip 💡: Ensure you showcase the difference between standard and VIP across your microcopy.

34. Sterling Forever: Help Them Propose On Valentine’s Day

Subject Line: 💐 Be Prepared This Valentine's Day!

Preview Text: We're spreading the love with 25% OFF sitewide LOOKING FOR

Instead of directly offering a sales nudge in the subject line, Sterling Forever stands out with advice. 

What’s of note is that Sterling Forever quietly affirms itself as an opinion leader with the “as seen in” section.

‍Pro-Tip 💡: Nudge users intelligently with a sitewide discount and free-shipping threshold—note how Sterling forever does it.

Also Read: 19 Customer Retention Strategies that Actually Work (for eCommerce)

35. Lana: Run a Cyber Monday Sale

Subject Line: LANA Cyber Monday Sale 💝 Don't Miss Up To 25% Off LANA Faves! Offer Ends TONIGHT at Midnight ⏰

Preview Text: None

We love this example because:

1. Lana uses a tiered discount to push up the AOV
2. The design is extremely minimalistic 

‍Pro-Tip 💡: Ensure that your subject line doesn’t exceed 55 characters—if needed, use the preview text to continue the message.

36. Limoges Jewelry: Gift Them On Graduation Day

Subject Line: Give your grad a VIP gift! Class Rings under $60

Preview Text: - Get 60% + 10% off graduation necklaces! ­ ­ ­ ­ ­

51% of consumers admitted to buying jewelry, solely because they wanted to commemorate an event and reward themselves. 

Graduation day is one of those moments—note how Limoges Jewelry invites parents/loved ones to purchase a graduation gift.

‍Pro-Tip 💡: If you are running a coupon code promotion, ensure that you show the prices after applying the discount code—note how Limoges Jewelry does it:

37. Tous: Upsell Before Christmas

Subject Line: We have the gift you’re looking for

Preview Text: Discover your new favorite mix & match

Christmas is the time to drive a chain of targeted emails and drive up revenue.

However, it can also be the time to add to the cart value by creating bundles from collections—note how Tous does it.

Note the CTA “Make my mix & match.”

Pro-Tip 💡: Offer pieces or collections that are related to each other, and let users create a bundle. 

Also Read: 23 Christmas Email Examples & Templates for eCommerce (2024)

38. Grown Brilliance: Recommend Them Gifts For Mother’s Day

Subject Line: Trend Alert: Perfect Mom’s Day Gift

Preview Text: Show her how much you love her

After freshly cut flowers, jewelry is the second-most popular Mother’s Day gift. 

Note how Grown Brilliance sends this email well before Mother’s Day.

Pro-Tip 💡: Incentivize users to drive referrals—note how Grown Brilliance does this:

Also Read: Mother's Day Emails: 20 Amazing Examples (eCommerce)

39. David Yurman: Wish Them On Father’s Day

Subject Line: Happy Father’s Day!

Preview Text: Wishing all dads a wonderful day.

We love this email because it starts personal and offers users options to “find a store” or “shop online and pick up in-store.”

‍Pro-Tip 💡: Offer a “Get it by Father's Day” CTA to further drive the urgency.

40. Hamilton: Run a Black Friday Promotion

Subject Line: The Last Day to Shop our VIP Promotion! ✨

Preview Text: Shop the Latest at Hamilton Jewelers.

Hamilton gets straight to the point with an online-only promotion.

Instead of offering a ton of product recommendations, Hamilton offers a discount code up-front.

Pro-Tip 💡: Make this sale even more exclusive by running this promotion only via email—however, make sure you drop hints across your website and socials.

Also Read: Best-Performing Holiday Email Templates for eCommerce (+ Brand Examples)

Recommended Reading

Product Description Examples (& Ideas) for Online Jewelry Stores

20 Reasons Why Your Online Furniture Store Has Low Conversions (+ ways to fix)

20 Reasons Your Pet Supplies Store Has Low Conversions (60+ Ways To Fix)

Feeling Inspired? Send, Convert, and ....

Email marketing for your jewelry store can be just what it takes to drive 3X conversions.

However, most jewelry store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME:

There are stores out there that drive 30%+ of their revenue from email marketing.

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your jewelry store,
• proven ways to drive 30% or more $$ from email alone, and
• highly-converting templates and strategies from the jewelry industry.