Creative Connecting: How to Use Pinterest Properly

ColumnistsJan 19, 2021

Creative Connecting: How to Use Pinterest Properly

Image searches are on the rise, making the already popular platform even more important for jewelers.

Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at or
Good news for jewelers—image searches are on the rise!

For an industry that prides itself on gorgeous images of even more beautiful products, jewelers can, and should, capitalize on the growing trend of image searching on the internet.

According to Social Media Today, 62 percent of millennials desire the ability to visually search over any other new technology.

One way for the jewelry industry to take advantage of this growing trend is by using Pinterest.

Pinterest can be used to drive traffic to a jeweler’s website and to create sales referrals.

Success on the platform requires a bit of understanding and diligence, but luckily the effort pays off, delivering increasing benefits over time.

What Is Pinterest?

Pinterest is like a search engine for images—a visual search engine that currently boasts more than 400 million users.

Similar to other social media platforms, it allows users to connect socially, follow each other and “pin” their favorite images to themed boards, allowing users to collect images and develop wish lists.

Images on Pinterest can also be downloaded and saved on one’s computer or mobile device.

Like other social networks, Pinterest rewards engagement.

The more active a brand is on Pinterest, and the more people pin their images, the more the brand will come up in searches.

Similar to Google, the content that gets the most attention shows up higher in the search ranking. In addition, beautiful images and evergreen content tend to perform better over time; the more an image is pinned, the more people will discover it in future searches.

This built-in search engine optimization mechanism makes Pinterest a business productivity tool.

If brands ensure that each pin is linked back to the brand’s website, it can create website traffic whenever viewers click through, thereby improving the brand’s standing with Google.

According to social media maven Shayne McCoy, founder of Straight Up Social: “Pinterest is a great social platform to boost traffic to your website. Take advantage of this opportunity by creating Pinterest optimized graphics that showcase your most popular products. I use Canva, an easy-to-use graphic design tool that has eye-catching Pinterest templates.”

Why Pinterest for Jewelers

Like Instagram, Pinterest is a visual medium that helps consumers filter images as they search.

This makes for a great tool for jewelry shoppers because they browse images online to refine their style preferences.

For retailers, it presents a captive audience of consumers who are already looking to buy.

According to Hootsuite, more than two-thirds of Pinterest users are female, and eight out of every 10 moms in the United States are on the platform.

Women use Pinterest to make wish lists and/or text links of images found on Pinterest to their spouses to “suggest” the types of jewelry they might like to receive as a gift.

According to the Pinterest 2019 Season Insights, 83 percent of weekly pinners have made a purchase based on content they have seen from brands on Pinterest.

Kris Purcell, owner of private jeweler Goldworks LLC in Fort Wayne, Indiana, says Pinterest is the digital version of a young man coming into the store with a ring photo torn out of a bridal magazine.

“Today, I have men and women alike come in with many Pinterest screenshots, and they know what shape, metal color and style that they want. Customers like to feel that they have a say in designing their ring and will bring in pictures of different shanks, halos and beading they want incorporated. I even suggest that women looking to redo their rings spend time on Pinterest looking at all the different style options.”

Kegan Fisher, co-founder and CEO of custom bridal brand Frank Darling, also notices more people referencing a Pinterest board of favored styles.

“Often a client will share their partner's Pinterest board as a way to articulate their style, and then we’ll use this as a jumping-off point for design inspiration,” says Fisher.

She also notes the efficacy of hashtags on Pinterest.

“Pinterest has been really helpful for finding customers who are searching for a specific design or design details. Hashtags on Pinterest are powerful and work well for even the most specific searches, so it can be easier to discover designs that are relevant than it might be on a Google search or Instagram. And since everything we make is custom, we love it when people are looking for something specific because it helps us do our job even better.”

Because visual imagery lasts for a long time on Pinterest, your images can constantly be seen by a new audience, making Pinterest a great referral tool for brand discovery, always driving new customers to your website.

As an example, high-end jewelry brand Assael receives 444,000 monthly views on its Pinterest account, resulting in more than 500 click-throughs to the Assael website each month.

Growth Tactics for Pinterest

Given the potential of visual search for converting browsers into shoppers, let’s explore some growth tactics that jewelry brands can use to make Pinterest work better for them.

Start by making sure your Pinterest account is a business account. Like most social media platforms, you can also make your account shoppable for easy, quick and direct sales conversions.

Link your account and each image you pin to your website. Claim your website, Instagram and YouTube accounts to let people know where to find more of your content and to get deeper insights and analytics into how your pins are performing.

According to Pinterest, “When someone creates a pin from one of your claimed accounts, the pin will be attributed to you and your profile picture will show on all the pins saved from these accounts.”

To learn how to set up claimed accounts and other business profile settings, visit Pinterest’s help center.

Regularly visit the Pinterest Business page to get up-to-date trends, best practices and metrics on the user activity within the platform.

Also, Pinterest recently released its 2021 Pinterest Predicts report, which highlights more than 150 trend predictions filtered by audience and category. It shares user engagement statistics, search terms, and ways businesses can use trending concepts and pins in their Pinterest marketing strategy.

For example, Pinterest predicts that “Rainbrows”—defiant eyebrows instead of defined eyebrows—will trend in beauty.

It suggests: “Help pinners create their statement brow. And no matter the category [of business], all brands can keep this look in mind when casting models and creating lookbooks for photoshoots in 2021.”

Next, use eye-catching, beautiful images and videos that captivate attention and showcase the possibilities of your merchandise with a range of pins such as lifestyle and product images, as well as trend styling. Visual and video tutorials are great ways to highlight how products can be worn and styled together.

Picup Media’s Gem Lightbox is a photography tool that easily and successfully captures product images for your website, which can also be used for Pinterest.

According to Pinterest, “The best pins are visually compelling, tell a good story and make people want to learn more.” The platform provides tips for making great pins.

Also, be sure to use keywords in the descriptions.

Similar to a Google search, Pinterest relies on keywords to help searchers find what they are looking for. Use descriptors of product specifics, like the type of metal or gemstone, as well as design specifics like heart motifs, chandelier earrings, halo, rainbow, wedding jewelry, etc.

Pinterest advises, “Clear titles and descriptions help your pin get discovered in search. You can use up to 100 characters for your title and up to 500 characters for your description.”

The platform has many detailed tips on how to “Make Pins That Perform” as well as free resource guides, education and webinars.

Persephone Maglaya, CEO of The Media Socialites, suggests adding videos to your Pinterest boards: “The power of Pinterest + video = organic virality. If you pin your videos, you will be blown away by the organic traffic you’ll receive. Videos are prioritized by their algorithm!”

In the jewelry industry, 360-degree-view videos are now fairly common, so put your videos to work for you on all your social media platforms.

Maglaya agrees with Fisher that hashtags can increase visibility on Pinterest: “Use hashtags on your pins to increase searchability!” she says. “It’s a little-known, but very effective, hack.”

McCoy, of Straight Up Social, advises brands to post weekly (at the minimum) and to spend advertising budget to boost the posts.

“Share pins to your profile at least one to two times per week. At the end of every month, view your Pinterest analytics to determine your audience demographic and which pin drove the most link clicks to your website.

“From there, you can boost that post targeted to people who are engaging with your content to drive more links/clicks to your website. You don’t need to spend a lot. Start with $50-$100 and run the ad for one week to see how it performs. You can adjust from there.”

Like all social media platforms, it is important to engage with followers and other pinners.

Replying to comments and commenting on other pins is a great way to grow your community on Pinterest, as well as brand loyalty.

Lastly, Hootsuite reports that Pinterest has a strong global footprint, with a 38 percent growth in international users between 2018 and 2019. 

Jewelry is a universal language. For any jeweler wishing to increase their brand visibility in other markets, Pinterest could be a more effective tool than language-based platforms, like websites and Facebook. 

As the old saying goes, “a picture is worth a thousand words.” 

The visual medium of Pinterest, when used frequently and accurately, can be an effective tool for jewelers, driving traffic to websites and converting browsers into buyers.

Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.
Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Pantone color of the year 2024
TrendsDec 08, 2023
Pantone’s Color of the Year Is Warm and Fuzzy

The peachy hue also marks the program’s 25th anniversary.

Mary Tyler Moore and Elsa Peretti for Tiffany & Co. Bone Cuffs
AuctionsDec 08, 2023
Sotheby’s Sold All Mary Tyler Moore’s Jewelry

The 21 pieces up for auction, including Tiffany & Co. jewels and a Cartier watch, garnered more than $430,000 across two sales.

Inesa Kovalova’s Links pin
CollectionsDec 08, 2023
Piece of the Week: A ‘Strong & Precious’ Brooch

Centered on a sunny heliodor, the “Links” pin was designed by Ukrainian jewelry artist Inesa Kovalova.

De Beers | Diamonds Falling
Brought to you by
The Most Important “C” in Diamonds: Confidence!

Without the ability to instill confidence within the industry and directly to the consumer, a diamond holds very little value.

Lashbrook ring
MajorsDec 07, 2023
Lashbrook Sues Manly Bands for Allegedly Copying Designs

The wedding band company is also accusing its former customer of removing watermarks from Lashbrook images for its own use.

Weekly QuizDec 07, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Rough diamonds from Alrosa
Policies & IssuesDec 07, 2023
The G7’s Long-Awaited Statement on Russian Diamonds Is Here

It provides a timeline for the implementation of new restrictions, but no details.

24 Karat Club of New York new members
MajorsDec 07, 2023
24 Karat Club of New York Welcomes New Members

The organization has elected 12 new additions.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

133 carat yellow diamond
AuctionsDec 06, 2023
A Yellow Diamond, Hollywood Jewels Stand Out at Sotheby’s

Additional lots will be offered in the Fine Jewels online sale through Dec. 7.

GIA logo
GradingDec 06, 2023
GIA Debuts Revamped Graduate Jeweler Program

By mixing creative and practical skills, the new course hopes to fill the industry’s bench jeweler gap.

A 1930s gem-set and enamel ‘Maltese cross’ cuff attributed to Verdura for Chanel (left) and a loose cushion-cut Burmese sapphire weighing 11.87 carats (right) were the top lots in Bonhams New York Jewels auction this week.
AuctionsDec 06, 2023
Verdura Cuff, Burmese Sapphire Shine at Bonhams

Several other colored gemstones joined the pieces in the top 10 list.

Neil Lane lab-grown diamond engagement ring
FinancialsDec 05, 2023
Signet Jewelers’ Q3 Sales Down 12%

The retailer is still expecting a strong holiday season with improving demand for natural diamonds.

Memorial for slain jeweler Peter Damian Arguello in Wheat Ridge, Colorado
CrimeDec 05, 2023
Police Continue to Investigate Murder of Colorado Jeweler

Peter Damian Arguello, the owner of Peter Damian Fine Jewelry & Antiques, was shot and killed in an apparent robbery last week.

Tanishq store
MajorsDec 05, 2023
Tanishq Continues U.S. Expansion With 2 New Stores

The Indian jewelry giant has opened locations in Houston and Frisco, Texas.

Grandview Klein Diamonds Namibia scholarship winners
SourcingDec 05, 2023
Grandview Klein Awards Two Scholarships in Namibia

Each student was provided with the full amount of tuition for the Namibia University of Science & Technology.

De Beers Ryan Perry and David Prager
SourcingDec 04, 2023
David Prager To Leave De Beers in 2024

Ryan Perry, who has been with De Beers since 2002, also will be leaving the company next year.

Chrono24 ChronoPulse
WatchesDec 04, 2023
Chrono24 Debuts the ‘Dow Jones’ for Luxury Watches

The watch seller’s new index tracks sales data from 14 brands, including Rolex and Patek Philippe.

David Bouffard Signet Jewelers
MajorsDec 04, 2023
David Bouffard to Leave Signet, RJC

The industry veteran will step down from both roles in April 2024.

David Webb turquoise and lapis ring
TrendsDec 04, 2023
Amanda’s Style File: Decadent December

Tanzanite, turquoise, and zircon are all options for December babies, who sometimes “get the birthday shaft,” Amanda Gizzi writes.

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Claire’s CFO COO Chris Cramer
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COO

Chris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.

133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Kwiat diamonds
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ Program

The retail offering lets customers track their diamond’s journey.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy