Writing Effective Advertising for Gems and Jewelry


If you’re in the gem and jewelry business, you’ll need to write effective advertising. These techniques will help you succeed.

7 Minute Read

Attention: The First Step to Effective Advertising

Consumers notice advertisements that stand out in a crowd.  To accomplish this with your ad, you'll need an eye-catching heading and ad design.

How to Write a Heading

An attention-grabbing heading is critical for effective advertising. When people scan ads, they're usually just looking at the headings. Wording is important. A well-written heading will get people to read the body of the ad.

Check Out Your Competition

Before you choose a heading, look at what your competitors are doing. If their ads start with simple headings like "for sale," your job will be easy. Gemstone names, like diamond, sapphire, or emerald, grab a reader's attention. Put them in your heading. If your competitors are using gemstone names, try adding terms like "top quality" or "best prices" to your heading. This will make consumers go deeper into your ad. The better the other ads are, the more creative you'll have to be.

Use Effective Words

"Free" is one of the most powerful words in effective advertising. This word will make more people read your entire ad than virtually any other heading you can use. If you have anything to offer without cost,...


Donald Clark, CSM IMG

The late Donald Clark, CSM founded the International Gem Society in 1998. Donald started in the gem and jewelry industry in 1976. He received his formal gemology training from the Gemological Institute of America (GIA) and the American Society of Gemcutters (ASG). The letters “CSM” after his name stood for Certified Supreme Master Gemcutter, a designation of Wykoff’s ASG which has often been referred to as the doctorate of gem cutting. The American Society of Gemcutters only had 54 people reach this level. Along with dozens of articles for leading trade magazines, Donald authored the book “Modern Faceting, the Easy Way.”

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