Key Takeaways:
Understand what “phygital” marketing is.
Get inspired with 9 phygital marketing ideas for your jewelry store.
Gain a deeper understanding of the importance of having both traditional and phygital tactics in your marketing strategy.
If you’re an independent jeweler, you know that jewelry isn’t just a product. It’s a personal experience. From milestone birthdays and graduations to engagements, anniversaries, and new beginnings, your pieces often help mark life’s most meaningful moments.
Yet even in a digital-first world, many shoppers still want to see those pieces in person. Though 79% of consumers surveyed say they research jewelry products online first, 47% of those surveyed end up in-store to buy, as fresh research from The Plumb Club indicates. Per Adyen’s Retail Report 2025, 46% of shoppers who prefer stores to online do so because they like to touch and feel products.
So how do you meet customers where they are, both online and offline? The answer is phygital.
“79% of consumers surveyed say they research jewelry products online first, 47% of those surveyed end up in-store to buy.”
– The Plumb Club
What Does “Phygital” Really Mean?
Phygital is a retail strategy that blends physical and digital experiences to create seamless customer journeys. The term gained traction during the pandemic, when people began expecting the convenience of online shopping without sacrificing the warmth and trust of in-person service.
Phygital retail lets shoppers move smoothly between platforms without friction. These touchpoints could look like browsing your Instagram, booking a try-on appointment, and walking into your store.
Having both a website and storefront doesn’t automatically make your business phygital. The difference lies in creating connected, complementary experiences across all touchpoints: emails, display cases, social posts, and in-store conversations. Think of a customer who receives an email about a new collection, browses it online, and walks into your store to see it styled in a curated display. (That’s the power of phygital!)
“Phygital marketing doesn’t replace your in-store experience but amplifies it. It’s about extending your service, personality, and storytelling into every digital moment, so shoppers feel guided and seen from scroll to storefront.
– Technology Therapy® Group
Why It Matters for Independent Jewelers
Phygital marketing doesn’t replace your in-store experience but amplifies it. It’s about extending your service, personality, and storytelling into every digital moment, so shoppers feel guided and seen from scroll to storefront.
For independent jewelers, this means turning one-time transactions into long-term relationships by showing up for customers at every stage of their journey. Considering that 43% of consumers already prefer to shop with independent jewelers rather than chain jewelers, incorporating phygital touchpoints for your shoppers gives them just one more reason to do business with you.
Younger shoppers in particular gravitate toward in-store vs. online experiences. Per recent data from payments platform Adyen, nearly 75% of Gen Z shop in-person at least once a week.
9 Ideas for Cultivating a Phygital Customer Journey
When adding phygital experiences into your marketing mix, it’s worth noting that customers don’t shop in a straight line. They may scroll your Instagram at lunch, check Google reviews, browse your website on the weekend, and finally step into your store. Each of those moments is a touchpoint — and phygital strategies help you connect them.
Here are nine ways to do that:
1. Virtual Try-On Meets In-Store Styling
Let customers try on rings or earrings virtually, then come in for the real thing, with personalized suggestions waiting.
2. QR Codes on Jewelry Displays
Link to origin stories, behind-the-scenes videos, or glowing customer reviews.
3. Book Online, Try on In-Store
A quick form helps you prep a tray of curated designs before their appointment.
4. Interactive Window Displays
Let after-hours shoppers explore your collection and save favorites via QR codes.
5. Text-to-Buy with In-Store Pickup
Share limited drops via SMS or Stories. Let customers reserve by text and pick up in store.
6. Augmented Reality for Custom Design
Use AR tools to help clients visualize pieces before they commit, then invite them in to finalize materials.
7. Follow-Up with Heart
After a visit, send a recap video or personalized wish list.
8. Phygital Bridal Campaigns
Let couples co-design online, then finalize in-store. Include progress videos to build anticipation.
9. Make Your Store Instagram-Worthy
Create a spot that encourages customers to snap a photo and tag your store.
Don’t Ditch the Traditional
Phygital isn’t about abandoning traditional marketing. In fact, blending the two can be your biggest asset.
Traditional tactics (like handwritten thank-you notes, direct mailers, or in-store events) still play a vital role in building trust and community. When paired with digital tools (like QR codes on invitations or email follow-ups after a sip-and-see night), these strategies become even more impactful.
Some time-tested tactics worth continuing:
- Personalized notes after purchase
- Local print ads in wedding magazines or lifestyle publications
- Trunk show postcards mailed to top customers
- In-store education nights to build relationships
Together, these traditional touches and your phygital strategies reinforce your brand, your values, and your commitment to making each customer feel special. Embrace the best of both worlds and see what it starts doing for your store!
Ready to Get Started?
AI tools can help you take these experiences even further—personalizing follow-ups, tracking which digital moments convert to in-store visits, and automating parts of your marketing that used to take hours. Tap into the power of AI for your jewelry store with our specialized program!
