A Marketing Email Plan for Jewelers: What to Send Your Own Customers, When, and to Whom

The people who already bought from you are the easiest people to sell to again, and email is the cheapest way to reach them. November and December are when most jewelry stores do a big share of their year. They are also when owners have the least time to plan what to send. So the email goes out late, or it goes out the same to everyone, or it shows a stock photo of a ring the store does not carry.

This is a plain plan you can copy for emailing your own customers. It runs from early November to New Year's. It says what to send, when, and to whom. You can run it from any email tool you already have.

Before you start: three lists and twelve pieces

Split your customers into three simple groups. You do not need fancy segments.

• Recent buyers: anyone who bought in the last year. They know you and they are the most likely to buy again.
• Past customers: bought from you before, but not this year. They need a reason to come back.
• Wish lists and inquiries: people who asked about a piece, put one on hold, or left a note with your staff. These are your warmest leads.

Then pick twelve pieces you want to sell this season, at a few price points. Photograph each one well. Every email in this plan pulls from those twelve, so the work happens once. Our guide on photographing jewelry for listings covers the shoot.

The plan, week by week

1. 1.Early November: the gift guide. Your twelve pieces, grouped by price, such as under $500, under $1,500 and showpieces. Send to everyone. This is the email people save.
2. 2.Mid November: the custom deadline. If you do custom work or engraving, say plainly when the last day to order for Christmas is. Send to everyone, and again to the inquiry list.
3. 3.The week of Black Friday and Small Business Saturday: one email about what is happening in the store that weekend. If you run a promotion, say what it is in the subject line. If you do not, invite people in for a reason, such as a trunk show or a new arrival.
4. 4.Early December: new in the store. Three or four pieces that came in since the gift guide. Send to recent buyers first.
5. 5.Mid December: the last shipping day and your extended hours. Short and practical. This one is worth a text to customers who opted in.
6. 6.The last few days before Christmas: gift cards and same-day pickup. Send to everyone. Late shoppers are real shoppers.
7. 7.Between Christmas and New Year's: a thank-you. No pitch, or a very light one. Send to everyone who bought this season.
8. 8.New Year's week: engagement season. December is a big month for proposals, so send a short bridal email to past customers and to anyone who asked about engagement rings.

What goes in each email

• One idea per email. A gift guide is a gift guide. Do not add a repair promo and a hiring notice at the bottom.
• Your own pieces, photographed well. A real piece with a real price or a clear way to ask beats a stock photo every time.
• One button. Shop the piece, call the store, or book a visit. Pick one.
• Your hours and address in the footer, plus an unsubscribe link. Both are expected, and the unsubscribe link is required.

The best marketing email shows a piece that is actually in your store and makes it easy to come see it.

Texts: fewer, and only when useful

Texts get read fast, which is why they are easy to overuse. Only text customers who said yes to texts, and include a way to opt out, such as Reply STOP. Good texts in the gift season are short and useful: extended hours, the last day to order custom, the piece someone asked about is back, or their repair is ready before Christmas.

The store behind Aurix follows every repair from drop-off to pickup in Aurix: 3,196 repairs from January 1 to November 8, 2026. A short note the day a repair is ready is the kind of text customers like, because it is about them.

Common mistakes

• Starting in mid December. By then most gift shoppers have a shortlist.
• Sending the same email to everyone every time. A past bridal customer and a first-time gift buyer want different things.
• Hiding the price. If a piece has a price, show it. If it does not, say how to ask.
• Forgetting the week after Christmas. Thank-you emails and engagement season both live there.

Where Aurix fits

Aurix Photo Studio is live today. Upload a photo you already have of a piece and get photos of it on a model or in a beautiful setting, ready for your emails. Your first 10 photos are free, no card. Try it here.

Aurix Marketing is in beta and opening to stores from the waitlist. In the beta it turns your own pieces into seasonal and event emails in your colors, and follow-ups like a review request or a repair-ready note send themselves. Texts are coming next. Join the Aurix Marketing waitlist, and see Photo Studio plans on the pricing page.