Selling over 8 million pieces, with a 158% increase in GMV in one year: the secret to a jewelry business website's success.

Analysis of the track: Jewelry

Author: Xiao Chuang

This jewelry business website boasts 430,000 monthly visits and annual revenue of $30 million (approximately 219 million yuan)! What's the secret to its success?

With established luxury brands like Tiffany & Co. and Cartier leading the way, and niche, accessible luxury brands like Brilliant Earth and Mejuri emerging, the jewelry market, despite the long-standing dominance of Western brands, is fiercely competitive in this rapidly growing sector.

Finding the right approach to international expansion is a crucial question for every international expansion entrepreneur. Follow CTMON into Jeulia's brand story, and perhaps you can find the answer...

01 Independent and Precisely Positioned – Creating Niche Luxury for Young People

CTMON has learned that Jeulia was founded in 2014 and has now achieved a GMV of over 1 billion, with more than 70% of its orders coming from the United States.

According to a Statista survey, the average American spent $306 on jewelry in 2022. Meanwhile, with the evolving aesthetic tastes of Generation Z, the main consumer group, jewelry is gradually shifting from luxury items to "affordable jewelry" for everyday wear. Jeulia targets young American consumers, positioning itself as a "niche affordable luxury brand for young people."

As Jeulia emphasized when creating her business website: "We don't need a massive number of SKUs; we need precision."

CTMON found that Jeulia's overseas digital marketing expansion strategy mainly focuses on "expanding scenarios" and "expanding audiences" for in-depth development.

Currently, the Jeuliabusiness website has accumulated 217,000 customer reviews, of which over 200,000 are five-star reviews.

How did they do it? Let's break down this business website in detail.

02 How Foreigners Create Independent Websites : Using "Elements" to Reflect Marketing

1. Visual localization

Jeulia's business website features a clean, minimalist, and youthful aesthetic , aligning with its brand identity that targets Gen Z trends. Currently, Jeulia's business website receives around 500,000 monthly traffic, with direct and organic traffic accounting for nearly 70%.

Looking at the advertising materials, Jeulia's material strategy has obvious characteristics. First, it uses a large number of image materials to test products, such as using previously successful materials to test new audiences and testing new products and materials with core customer groups. Second, it re-launches some high-exposure materials and popular products.

Jeulia places great emphasis on visual marketing, which can effectively convey the brand's core values ​​to consumers, create a persuasive brand story, and thus better unlock the brand's premium potential.

2. Language localization

To establish a clear brand positioning, CTMON learned that Jeulia's overseas digital marketing team completely followed the mindset and methods of foreigners in creating business websites. Let's learn together:

The most important step in creating a high-quality website that users can understand, enjoy, and inquire about is language localization—especially the translation of important information! This involves a localized operation strategy, localized language, and relatable, everyday copywriting.

A website typically contains multiple pages, and during this process, text translation issues can occur, especially the omission of important information. This is a serious problem for consumers. For example, crucial information about logistics might be missing, or garbled text might appear.

Solution:

After completing the website translation, it is essential to carefully check and proofread to ensure that all content on the website is in a consistent language. Avoid situations where the website uses the local language while also including other languages, as this will make consumers perceive the website as lacking in collaboration and will undermine their trust.

3. Product Sales Analysis

Understanding your competitors: what's the most crucial aspect?

Of course, it's about the products and sales volume!

With data on best-selling product categories, we can not only save on advertising testing costs, but also directly apply the same ad campaign management to best-selling products, resulting in a conversion rate 3 times better than our blind testing!

CTMON typically retrieves competitor website product and sales data in this way, which hopefully will be helpful to your industry.

Open the Google Chrome extension installation page. After installation, PPSPY's navigation will pop up below the competitor's website that we want to analyze. Let's take a look at it first:

（1）SHOP 

The FB, INS, and PIN logos at the top indicate that the website connects to Pixels through these three channels, and below is the website's basic information.

As you can see from the product launch data analysis, changes to existing SKUs will also be included in the launch data. Therefore, the product launch data in the first chart is not very accurate. Looking at the product launch tag categories, we can see which categories the operator is currently promoting.

（3）Product

This page displays the website's best-selling products, as well as recently sold and recently added products, along with product analysis.

Another powerful feature here is that you can download your competitors' product data just like you would download your own backend product data! With this data, you can basically get a pretty good understanding of your competitors.

Click "Export All" to download directly. The downloaded file is a CSV/Excel file containing your product data. Combine it with your strong data analysis skills to crush your competitors! If you're still a bit confused, feel free to scan the QR code at the end of the article to add [Xiao Chuang] . Xiao Chuang will provide you with a free [Market Competitor Research and Analysis Report]!

In the short term, Jeulia's localization efforts are aimed at improving product quality, accelerating product updates and iterations, and encouraging users to purchase products, thus creating an effective closed loop in the consumption process.

CTMON -- View brand website

By deeply understanding users' real needs and targeting pain points to create high-quality products , Jeulia has told a groundbreaking and limitless overseas digital marketing story through this consumer-centric brand strategy, attracting a host of celebrities and trendsetters to buy into its products.

In the star-studded overseas jewelry and accessories market, the fast fashion trend is intensifying. More and more DTC (Direct-to-Consumer) luxury brands are targeting the market gaps , winning over users with their cost-effectiveness and unique brand characteristics. What are you waiting for?

CTMON does more than just create a business website for its clients; it empowers businesses to achieve both high conversion rates and precise traffic! Our true value lies in helping businesses find the right competitive advantage, reverse the situation of high costs and low conversions, and drive growth through precision marketing.

If you agree with our philosophy and happen to have needs related to business websites, Google SEO, social media, etc., remember to send us a private message to get the latest service case studies and all-inclusive setup solutions.