Making your diamond sparkle in photos and videos is a matter of getting all compositions right. These compositions include motion, light, cut, and facets. In this article, we’ll give you tips on successfully selling diamonds online.

“My camera is not picking up the sparkle of my jewelry.”

Are you one of the many jewelers having a hard time capturing the sparkles of the diamonds as the naked eye sees them? Perhaps you’ve been wondering, “Is my camera not good enough? Do I really need a macro lens to catch the sparkle?”

Capturing sparkles in your diamond photos and videos is a topic we greatly tackled before but a refresher wouldn’t hurt anybody, right?

Why do diamonds sparkle?

A diamond’s sparkle is one of the most spectacular light performances ever on Earth and there’s a science behind it — a product of scientists’ expanding understanding of the nature of light.

Light is fast, traveling at its normal speed of 186,000 miles per second through the vacuum of empty space. However, light travels slower in proportion to the material’s refractive index when it passes through matter and mediums. Most colorless objects delay light. For instance, air, ice on water, pencils on water, window glasses, and other decorative glass materials like a chandelier, yet none slows down light the way diamonds do, at less than 80,000 miles per second.

When light enters a diamond, it passes through a matrix of crystals and bounces back and forth on facets several times before it exits and reflects light back to the eye. Light always travels in straight lines but when it bends, as in the case of light passing through a diamond, it changes directions and speed. In this case, the light disperses. It is this dispersion that allows viewers to see fire from a diamond. Fire is the product of a diamond soaking white light and dispersing it into a rainbow of colors like a prism.

The slower the light is, the greater the medium’s ability to refract light, and the higher the refractive index is, the greater the potential for dispersion. Diamond, with a very high refractive index of 2.42, sparkles like no other.

Now that you know how to trap light to make diamonds sparkle, let’s see how you can sell those diamond pieces online.

Read on!

How to Sell Diamonds Online Successfully?

1. Visuals are paramount

When selling diamond pieces online, photos and videos are king. This is because prospective buyers lack the tactile experiences needed to make them buy unlike in a physical store where they can try it on, touch it, or even move it at angles to evaluate the diamond’s sparkle.

As we say here, be where your customers are. In 2022, 30% of diamond jewelry purchases in the US were made online and if you’re targeting younger consumers, 37% of Gen Z acquired their diamond jewelry online, too. If these figures look small to you, that’s not all there is to it.

In fact, even if your target consumers are not buying online, they are still online….researching. In China, for example, 49% of newly purchased diamond jewelry pieces in 2022 were researched online while 40% of women were more than willing to buy from online shops.

Customers nowadays are tech-savvy. Make sure you dazzle them with your sparkles when they land on your website.

2. Keep your diamonds clean before showing them online

Dirt can dull your diamond’s sparkle, so keep it clean and ensure they’re clean before you photograph them and post them online. Ready your ultrasonic cleaner and other handheld cleaning tools, especially for those diamond pieces stocked in the inventory for so long. These pieces need a restored brilliant shine.

3. Consider influencer partnerships

Unlock your customers’ #diamondringgoals by partnering with influencers who will share your diamond collection with the world.

When it comes to marketing on social media, influencers are a gold standard, especially when it leads to a content piece that’s not only authentic or aligns with the influencers’ values and brand because it establishes trust, increases brand awareness, and instills confidence in viewers and prospective buyers who want to make sure they know what they’re buying.

Sure, your photos and videos are great too, but in the game of social media, nothing beats seeing our favorite content creators wear a piece of your sparkling jewelry piece.

4. Tell a story

According to De Beer’s The Diamond Insight Report 2023, 55% of millennials purchase diamond jewelry to commemorate a relationship milestone while 1 in 3 Gen Z consumers buy to commemorate any life milestones, in general. For instance, birthdays, job promotions, and other worthy occasions.

There’s always a sentimental reason why people buy jewelry, use it to your advantage by crafting a story that resonates with them. Storytelling is an effective marketing strategy. It does not only evoke emotions that allow you to connect with your customers beyond rational but also gives them a glimpse into your values and beliefs as a brand.

There’s always a nice story behind everything, even the diamond sparkle is built on it.

5. Engage viewers with user-generated content

Nothing speaks authenticity more than the voice of your customers. As a jeweler, you can gain a significant advantage by highlighting your passionate purchasers. This allows your viewers and prospective buyers to see your diamond in action, which in return, will help them visualize owning and wearing one.

A sparkly diamond ring, for instance, is sure to produce a lot of user-generated content. The diamond sparkle has enchanted many for its optical attributes so keep your eyes peeled for this type of content as it can significantly influence buying decisions. After all, it’s free marketing!

Don’t be a diamond in the rough. Dazzle in light!

No other gemstones come close to the diamond’s ability to reveal a rainbow. It’s a great selling point and a tremendous shame if you miss that so highlight this optical attribute next time you plan on your online marketing strategy.