4 Gold Vermeil Jewelry Brands That are Nailing Their Copywriting, Here’s Why…
By Andra Veness - CHARLENE & CO. EDITORIAL TEAM
When it comes to selling gold vermeil jewelry, copywriting plays a crucial role in influencing the customer’s buying decision. Jewelry brands like Mejuri, Wanderlust + Co, Luv Aj, and Uncommon James use copywriting to build a strong connection with their customers, gain their trust, and encourage them to take action.
Here are four things all these brands incorporate into their copywriting:
Simplicity
Authenticity
Emotional Appeals
Information
By using persuasive language, highlighting the quality of their products, and emphasizing the benefits of gold vermeil, these brands have successfully marketed their products. So, whether you are in the jewelry business or not, there is a lot you can learn from these brands’ copywriting strategies to improve your marketing efforts.
Modern jewelry brands have unique strategies for selling their products. Some brands emphasize affordability, while others emphasize the respectability of their brand. The best brands will use multiple strategies. This is especially true for selling gold vermeil.
What Is Gold Vermeil?
Gold vermeil is an affordable jewelry option that gives the appearance of high-end jewelry, without the price tag. By requirement, real gold vermeil uses no less than 10k gold in a 2.5-micron thick layer, and it is always backed by precious metals like sterling silver. However, as an affordable jewelry option, brands must ensure it gets presented to the correct audience.
To help it shine among the other jewelry on these websites, brands use optimal copywriting: they show customers that this is a great option for affordability, sustainability, quality, and wearability.
These four brands already appeal to everyday jewelry wearers, so they are best equipped to market gold vermeil to their audiences. Each of these brands seamlessly incorporates gold vermeil jewelry into their catalog as an affordable option. These brands crafted effective copy for their titles, labels, products, and company stories. demonstrating a deep understanding of their audience.
Here are three ways each of these four companies use copywriting basics to grow their business and reach their audience in the modern jewelry market.
Mejuri
Source: Mejuri
Founded in 2015, the Mejuri brand makes fine jewelry for everyday people. They appeal to audiences through attractive business practices first, with a people-forward approach to “people, planet, and product.”
Story
Mejuri’s fine jewelry can be coupled with their effort to make a positive impact on the world through responsible business practices. Consumers support responsible brands, which is why using this eco-friendly narrative works in their favor.
Authenticity
When you take a look at the product descriptions on Mejuri’s website, they are short and witty. All of these things make it feel authentic — like you are talking to a friend. Keeping a friendly tone is a fun way to appeal to audiences and help them remember your brand.
Benefits-focused Wording
For their Tube Huggie Hoops, the description focuses on the benefits: comfort, effortlessness, handcrafted, and security. Using benefits-focused wording is a great way to sway customers. They want to know how gold vermeil will serve them!
Wanderlust & Co.
Source: Wanderlust & Co.
Word Choice
Like most successful modern jewelry companies, Wanderlust + Co’s copy is friendly and appealing: they establish personability using impactful titles like “Labor of Love,” “Made with Care,” and “Founder Led, Community Built.” All four brands use similar word choices, typically to do the same thing as Wanderlust + Co: make their brand personable.
Interactive Copy
Having an easily searchable and navigable website is how copywriting gets to do its magic. This brand utilizes a “Quick View” feature to encourage exploration. It also happens to let customers add a product to their cart without leaving the page.
Appeal to Audience
Understanding your audience is pivotal when you’re trying to reach them. Wanderlust + Co uses product descriptions to address potential concerns. They intentionally mention that each piece is free from base metals like lead and nickel (tarnishing nightmares) and that there is an e-coating to maintain the luster of your jewelry (promoting longevity).
Luv AJ
Amanda Thomas founded Luv Aj 18 years ago, and she created affordable, high-quality jewelry she loves in hopes others will love it too. Much like other brands, she appeals to everyday people who prioritize price and materials; something Luv Aj does differently is how they utilize popularity and prestige.
Big Names
If your company interacts with celebrities or big brands, use that to your advantage in your copywriting. Luv Aj remains authentic while emphasizing collaborations, celebrity customers, and big-name retailers that stock their designs. This tactic pushes audience recognition for prolonged engagement.
Effective Titles
This brand has affordable and luxury offshoots: Luv Aj and Luv Aj Fine. It is the first thing you will see at the top of their website. It’s easy to understand, and when you see Luv Aj and Luv Aj FINE, curiosity makes you want to click.
Icons
A way to simplify information is through icons. Luv Aj uses icons in product descriptions to efficiently deliver three qualities of their jewelry: 14K or sterling silver metals, conflict-free lab diamonds, and no wholesale markups. In a few seconds, these icons communicate value, trust, and affordability.
Uncommon James
Source: Uncommon James
Uncommon James is yet another everyday jewelry brand. Are you noticing a trend for gold vermeil jewelry sellers? Their strategy is to keep it simple, especially since their website houses both jewelry and beauty products.
Optimizing for SEO
When optimizing for SEO, you must use high-engagement words. Uncommon James does this by having a dedicated section for vermeil with information about it spread across multiple places. Spreading keywords like this across the website will help increase engagement.
Emphasizing Relatability
For that vermeil section we were talking about, they provide a blurb about how to say “vermeil” and more about it. This friendly copy is relatable, courteous, and informative. Friendliness goes a long way for a brand, and Uncommon James knows this well.
Visual Information
Images and titles aren’t the only visual information on the website: icons engage those scanning eyes. Each time a vermeil jewelry product pops up as you scroll, it is designated by a “vermeil” icon. Why is this important? It distinguishes the product and encourages engagement.
4 Tools to Help You Plan Effective Copywriting
As you use some of these strategies to jump into your copywriting journey, you will need a plan. A project management tool is a great place to start.
Notion
If I had to recommend one tool for copywriting planning, it would be Notion. It’s a great place to start organizing a business plan, as it offers customizable organization for you and your team at affordable prices. When copywriting for a project, collaboration makes developing your brand content much more efficient. Notion has tools built into its workspace for connecting team members on projects, documents, wikis, and calendars. With these tools, you can create a plan and efficiently implement copywriting strategies.
Grammarly
This grammar checker has free and premium add-on options for your desktop. During the writing stages of copywriting, this tool can be valuable for checking grammar, wording, and the tone of your work. It’s a second set of eyes on your work, all the time.
Google Search
It might seem surprising, but Google is a good place to start researching your target content and audience. Try researching as if you were your audience and create a plan to get your brand into those top searches.
Semrush
Semrush is perfect for researching your target market and high-performing SEO/SEM keywords. Once you’ve established your business purpose and audience, use this tool to find keywords to incorporate into your copywriting. Of all copywriting planning tools, Semrush is most effective at helping brands reach customers through search.
There is plenty to learn from successful brands about copywriting, and with a solid copywriting plan, your brand can be praised for your copy too. But before then, don’t be afraid to use tools to help you along the way, as they are sure to make the writing, planning, and execution of your copywriting easier and more effective.
Ready to revamp your brand’s sales, traffic, strategy, and discoverability? Book a Free consultation with me (Charlene) below!
