How Seekers Find Your Jewelry Store: 7 Awareness Touchpoints That Work

Key Takeaways:

Understand what jewelry store “seekers” are.

Learn 7 awareness touchpoints that work with this type of shopper.

When someone knows they need a jeweler (whether it’s to buy a gift, shop for an engagement ring, or repair a family heirloom), they don’t wait around. They search.

These customers are called seekers, and they’re in the awareness stage of the marketing funnel. They recognize their need and are actively looking for the right business to fulfill it.

So, how do you ensure your jewelry store shows up when they’re ready to find you? We’ve rounded up seven digital and traditional touchpoints to help seekers discover and remember your brand.

1. Local Search

When someone types in “jewelry store near me” or “engagement rings in [city],” they’re expecting to see nearby businesses that match exactly what they’re looking for. To show up in those results, your digital presence needs to work for both search engines and AI-powered tools. That means optimizing for both traditional SEO (Search Engine Optimization) and GEO (Generative Engine Optimization).

Show up where seekers are looking by:

• Using location-specific phrases like “custom jeweler in [Your City]” throughout your site, especially on your homepage and service pages.
• Keep your Google and Bing Business Profiles up to date with accurate information, hours, and photos. Don’t forget Microsoft is behind ChatGPT’s web searches.
• Adding Google Maps to your contact page so shoppers can easily get directions.
• Getting listed in reputable local directories like Yelp, Angi, Nextdoor, and your local Chamber of Commerce.
• Reddit is a go-to for local information. Check to see if there is a community group on Reddit that you can mention your store for community support.

Pro Tip: SEO helps you rank on search engines like Google, while GEO ensures your brand is discoverable through AI-powered platforms and voice assistants. Seekers are using both, so cover your bases.

2. Google & Bing Business Profile

Google Business Profile (GBP) is your digital storefront in the search results. A fully completed profile tells seekers what you offer, where you’re located, and what others say about you.

Stand out by:

• Adding recent, high-quality photos of your jewelry, store interior, and team
• Highlighting key services like custom design, repairs, or appraisals
• Collecting and responding to customer reviews
• Keeping store hours and holiday closures up to date

As mentioned above, don’t forget to review your GBP for accuracy. Per LocaliQ, 50% of business owners have seen incorrect info on their online review listings.

Pro Tip: Bing offers a way to copy your Google Business Profile to their system; so update your Google and then import it to Bing.

3. Paid Search Ads

Organic results don’t always rank right away. That’s where Google Ads come in.

Catch seekers’ attention with:

• Local PPC campaigns targeting phrases like “custom engagement rings near me”
• Ads promoting seasonal offers (e.g., “Shop Mother’s Day Gifts Locally”)
• Click-to-call extensions so mobile users can call your store right from the search ad

4. YouTube & Podcast Mentions

Not every seeker reads blogs. Some hear about jewelers on podcasts, radio interviews, or video platforms. Think of audio and video-based awareness as the new way of doing PR.

Build brand awareness by:

• Sponsoring local podcasts or lifestyle YouTube channels
• Creating short videos on YouTube with titles like “What to Look for in a Custom Jeweler in [City]”
• Getting featured in guest interviews or industry podcasts

Pro Tip: Look through your Instagram Reels and saved video content and repurpose them as YouTube shorts. This is perfect for evergreen messages that are not seasonally specific.

5. Sponsored Emails & Local Newsletters

Seekers may not be on your list yet, but they could be subscribed to local lifestyle publications or newsletters.

Help them discover you by:

• Running sponsored email placements in trusted local publications
• Offering first-time subscriber discounts or gift guides
• Creating helpful content (e.g., “How to Choose the Right Ring Size”) that gets shared and forwarded

Pro Tip: Create a page on your website to send potential clients to with a gift or offer to ensure you capture their information and make the most of this promotion.

6. Social Search & Forums

Social media isn’t just for scrolling anymore; it’s for searching. Many seekers look for brands directly on Instagram, TikTok, or even Reddit.

Google doesn’t have the same monopoly on search that it used to. According to recent data from SOCi, as reported by Forbes, Instagram and TikTok are the top two search apps for the 18 to 24-year-old demographic. Snapchat and Facebook are gaining traction as search apps for Gen Z and millennials.

Show up by:

• Using searchable captions with keywords like “[City] Jeweler” or “Vintage Rings in [City]”
• Adding geotags and hashtags (#JewelryNYC, #CustomJewelryDallas)
• Joining community Facebook groups or niche Reddit threads (ex: r/EngagementRings)

Pro Tip: Did you know you can make an alternate profile on Facebook? Use this a way to build relationships with your Gen X and Baby Boomer Customers.

7. Traditional Touchpoints

Even in a digital-first world, traditional marketing still matters. It has staying power for seekers who want a trusted, local experience.

Here are some strategic traditional touchpoints to consider for your jewelry store:

• Local radio sponsorships during morning or evening commutes
• Branded signage, vehicle wraps, or local event sponsorships
• Flyers or postcards in neighboring businesses like bridal shops, florists, or tailors
• Pop-up shops at large community events where your target customers are walking around

These offline interactions build brand recognition and support your digital presence by reinforcing your store name, branding, and credibility.

Turning Searches into Showroom Visits

Turning Searches into Showroom Visits
Seekers are actively searching, and your job is to ensure they find you first. By optimizing your presence across digital and traditional touchpoints, you raise the chances of being the jeweler they visit when the moment counts. From Google Maps to Instagram hashtags, from podcast mentions to sidewalk signage, every little breadcrumb you leave helps lead seekers straight to your storefront.

Want Expert Guidance on Optimizing Your Touchpoints?

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