$0 to Millions Online
Alex Moss NY
Custom e-commerce, collection launches, and paid social for a jeweler that grew into a global luxury brand.
Explore the workJewelry Email & SMS Marketing for Brands & Retailers
You have a client list, a busy floor and no time to build any of this. We run the whole channel and prove what it produced — at the counter, not just online.
You already know you should be doing more with your list
Most jewelers we meet know it. Twenty years of clients, a platform somebody set up once, and a newsletter that goes out when there is time. What is missing is never the intent — it is the week it takes to build the flows, the patience for consent rules and carrier registration, and any way to prove the thing sold anything.
So hand it over. You give us the list, the calendar and the sign-off. We run the channel and tell you what it made.
Why jewelers hand this one over
Four reasons this is worth outsourcing rather than squeezing into someone’s Tuesday.
Hand over the part that never gets done.
A bridal enquiry, a buyer who arrived from an ad for one brand and a long-standing client in for a service each need a different next message. We run that follow-up in the same account as your advertising and your website, so it knows the difference without anyone on your team having to decide.
- We only do jewelry and watches Every flow starts from how your category actually buys: a decision that takes months, a sale that finishes at a counter, a client whose next purchase falls on a date you already know. None of it was borrowed from a supplements brand.
- You get the channel, not homework We build the flows, write the sends, handle consent and carrier registration and keep the list healthy. Your team approves and goes back to the floor.
- The same people run your advertising The follow-up knows what brought the buyer in, because it is the same account and the same strategist. No handoff between two agencies telling her different things.
- We can prove what it was worth Our own attribution platform ties a send to a sale at the register, not only to an online checkout. One number you can hold against your own books.
She is on her phone, months before she buys
A jewelry decision runs three to six months. Email and text are the only channels you own across that whole stretch — not rented from an auction, not dependent on a ranking. The craft is staying useful for the length of the decision without becoming noise.
The sale finishes here, where your platform cannot see
Your email tool only ever sees an online order. The client who walked in on Saturday with your email open on her phone registers as nothing. Meanwhile it credits itself for any order placed within five days of an open, so it also claims the sales your advertising drove. Wrong in both directions at once.
Your best list is still in a notebook
Twenty years of clients sit in your point-of-sale, your appointment book and somebody’s spreadsheet, and most stores email a fraction of them. We connect those records, check what consent actually exists, and warm the sending domain before anything goes out at volume.
The team behind the program
Figures for H&CO as a firm, not for this channel. What email and text produced for you is measured on your own sales records.
6+ yrs
Average client retention
Jewelers don’t keep agencies that don’t perform.
100%
USA-based team
The people on the call are the people doing the work.
$10M+
Online sales
for jewelry brands and authorized retailers — more than once
What We Do Differently
We send on her dates, not the retail calendar
Most jewelry email is a monthly blast timed to a holiday everyone else is also emailing about. The money is in the dates that belong to one client.
What that means in practice:
- Purchase anniversary, and her birthday captured from him at the counter
- The wedding bands, six to twelve months after the engagement ring
- The anniversary band at year five and year ten
- Service intervals, warranty inspections and appraisal renewals
We pace for a decision that takes months
A cart-abandonment series built for a sixty-dollar impulse buy is the wrong instrument at eight thousand.
What that means in practice:
- Bridal education on stones, budget and timeline
- Browse follow-up paced in weeks rather than hours
- Appointment confirmation, reminder and no-show recovery
- Waitlist and allocation updates for pieces you cannot keep in stock
We treat the list as an asset, not a blast target
A list you burn through is gone. Most “our emails stopped working” stories started with one enthusiastic send to everybody.
What that means in practice:
- Written consent captured at the counter, on the site and in the appointment form, with a record you own
- 10DLC carrier registration, quiet hours and state rules handled before volume goes out
- Authentication and complaint rate watched so you stay out of spam folders
- Win-back, then a quiet sunset, rather than sending to people who stopped reading
A person signs off on every send
AI does the volume work — variants, segment building, the first pass. It never does the judgment, and it never reaches your clients unsupervised.
One conversation, not five disconnected ones
A client sees your ad, reads your website, gets your email, texts the store and walks into your showroom. To her that is one relationship. In most setups it is five systems that have never spoken to each other.
The ad that brought her in
What she clicked decides what she hears next. A bridal search and a watch-service search should not receive the same follow-up.
The website she researched on
What she looked at, and for how long, feeds the segment — so the next message is about the piece she was actually weighing up.
The conversation at your counter
What your associate learned in person — the date, the budget, the piece she kept returning to — belongs in the record that drives the follow-up.
The reply she sends back
Her response lands with your team next to her order history, not inside a marketing tool nobody opens.
Credit where it actually belongs
Every platform grades its own homework. Your email tool credits itself for any order placed within five days of an open — not a click, an open — so it claims sales your Google ads drove. Google claims them too. Meta claims them on a view. Add the three reports together and you sold more than you sold.
Then there is the half nobody counts. A jewelry sale usually finishes at the counter, and an online checkout is the only thing these tools can see, so the email that walked a client into your showroom reads as zero.
We run one model across every channel and resolve it to the actual purchase, online or at the register. Email and text get credit for what they drove and lose it for what they did not. One number, reconciled against your books, so you can decide where the next dollar goes.
Klaviyo, Zoho, or the one you already pay for
We run all of them, so the platform question is ours to answer rather than yours. Klaviyo if there is real ecommerce behind you. Zoho if you are appointment and lead driven, or already running it for the CRM. Gorgias alongside either, so replies and texts reach your team with the client’s order history attached.
Often the answer is that you are already on the right platform and it is configured badly, which is far cheaper to fix than to migrate. Either way we build the consent record and the data mapping, so the list stays yours if you ever move.
Why H&CO
Any agency can send your list an email. Very few can tell you what it was worth.
We only work with jewelry and watch businesses, so the flows start from how your category actually buys: a months-long decision, a sale that finishes in a room, and a client whose next purchase falls on a date you already know. The same team runs your advertising, the attribution platform is ours rather than rented, and a senior person signs off on every send before it reaches a client.
The systems behind the sends
700 to 12K Visitors
L'ORO Jewellery
A luxury retail website and search partnership that connects buyers with the collections and showroom.
Explore the workEmail & SMS FAQ
What jewelers ask before they call.
What is jewelry email and SMS marketing?
It is the owned-channel program that keeps a buyer engaged through a purchase decision that often runs three to six months, then brings them back for the next one. It covers the automated flows that run without anyone pressing send — welcome, bridal nurture, appointment reminders, service intervals, anniversary follow-up — and the campaigns around launches, trunk shows and in-store events.
How much of our time does this take?
An hour or two at the start to walk us through how you sell and where your client records live, then a short monthly review and your approval on anything going out. We do the building, writing, segmenting and compliance.
Klaviyo already tells us what email made. Why would that number be wrong?
It is wrong in both directions. By default it credits email for any order placed within five days of an open, so it claims sales your advertising drove. And it only ever sees an online order, so it misses the client who walked into the showroom. Those two errors do not cancel out, and nothing in the dashboard tells you which way the net runs.
We already send a monthly newsletter. Isn’t that the same thing?
A newsletter is one message to everyone on a date you picked. Flows go to one person because of something they did, at the moment it matters, while the store is closed. Most of the revenue in this channel comes from the second kind, and most jewelers only run the first.
Our customer list is in our point-of-sale system. Can you use it?
Usually, and carefully. An old list sent all at once is the fastest way to land in spam folders and lose the sending reputation you will need later. We check what consent exists, segment by how recently someone bought, and warm the domain before volume goes near it.
Is text messaging going to annoy our clients or get us in trouble?
Both are avoidable, and both come down to restraint. Text needs written consent captured properly, carrier registration before volume, respect for quiet hours and state rules, and opt-outs honored however they arrive rather than only when someone types STOP. We handle all of it.
We don’t sell online. Does any of this apply to us?
It applies more, not less. The point of the program is to produce a visit, an appointment and a conversation. The difference is that measuring it means connecting to your point-of-sale rather than reading a checkout, which is the part we built.
The brands we carry restrict what we can say. Does that limit this?
It shapes it. Dealer agreements govern imagery, pricing and how a brand can be promoted, and those rules apply in the inbox too. There is usually more room in service, education and event messaging than in brand promotion.
What happens to the platform we are on now?
We audit it before we touch it. Sometimes you are on the right platform and it is configured badly, which is cheaper to fix than to migrate. If a move is right, we carry the consent record and purchase history across.
Talk to us about your list
Tell us what you send today, what your buying cycle looks like and where your client records actually live. We will tell you what we would change first.