Ten percent of bridal jewelry brands in L2’s Jewelry: Bridal Innovation report provide no path to purchase on their brand site and only 65% sell directly to consumers online. This puts bridal jewelry brands at significant risk, as brands that do not have e-commerce cannot buy PLAs, an effective and important aspect of digital marketing. Meanwhile, brands disrupting the bridal jewelry have adopted aggressive PLA buying strategies, bidding on both unbranded and branded bridal jewelry search terms.
Blue Nile, notably, has one of the most intrusive strategies and appears on 53% of all brandedPLAs, tying directly with Brilliant Earth. Tiffany & Co. is the most proactive among traditional bridal jewelry brands, appearing on 21% of terms. Interestingly, reseller sites capture some of the top spots, pushing out other traditional bridal jewelry brands, showing up 23% (Tradesy),21% (I Do Now I Don’t), and 19% (Poshmark).The unbranded bridal jewelry term strategy remains a key focal point for the disruptors. Four of the five disruptor brands dominate the top five visibility spots: Blue Nile (75%), Brilliant Earth(69%), James Allen (51%), and Ritani (48%), while no Index brands make it into the top ten highest visible brands, and reseller sites did make it into the fray on branded terms, none show up in the top ten.
Similar to trends observed in organic and paid search, department stores and Amazon are notably missing from these top visible brands lists, uncharacteristic of similar analyses conducted with other verticals, indicating disruptors have employed strategies that not only overtake traditional jewelry retailers, but also push large retailers down the page