Why should your Jewelry Brand offer a Gift Card?

The costume jewelry market in France represents €346 million in revenue, with a 11% growth over the past two years. Promising figures—and solid opportunities. However, competition is fierce.
Legacy players like Cleor are still strong, but the digital landscape has welcomed pure players like Bijourama and DNVBs like Lou Yetu. Fashion retailers such as ZARA have entered the accessories market, and marketplaces like Etsy are capturing share by highlighting handmade jewelry.

Today, differentiation is crucial—not just through products, but also through branding and strategic innovation.
In this article, we’ll focus on the gift card service as a differentiating marketing lever in the fashion jewelry sector.

A Gift Card Service to Overcome Purchase Barriers

9 out of 10 French consumers offer fashion jewelry as gifts. It’s one of the top gift categories for women. More and more consumers—regardless of income level—enjoy buying costume jewelry for themselves, mixing high-end and affordable styles, just like with fashion.

This shift has driven up pleasure-driven purchases, but some barriers still persist: size, style, color, visual appeal, etc.
In the end, a piece of jewelry is personal. That makes it risky to offer—fear of getting it wrong is real.

This is where gift cards come in. Offering a physical or digital gift card reassures hesitant buyers and gives recipients full freedom of choice.

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Your message should be clear:
"With a gift card, you can’t go wrong."

Gaining Digital Visibility

In response to recent economic crises, many fashion jewelry brands have accelerated their digital transformation.
Today, 50% of consumers purchase their jewelry online, citing price, time savings, and choice as the main benefits.

The challenge now? Creating a fully digital shopping experience and building cross-channel strategies like web-to-store.
The e-gift card is a perfect entry point—a digital service that boosts visibility.

But to make it work, you need:

• A strong UX around the card interface
• Personalization features to improve both revenue and customer experience

Gift cards also act as a bridge for web-to-store strategies.
A client receiving an e-card that can be redeemed in-store seamlessly moves across channels.

Capitalizing on Seasonal Peaks

In the jewelry sector, peak gifting periods are well-defined: Christmas, Valentine’s Day, Mother’s Day, and Grandmother’s Day.

These are the perfect times to launch gift card campaigns:

• Via email
• On social media
• With banners on your website homepage

Maximize visibility by multiplying touchpoints.
You can even create exclusive gift boxes that include a gift card and a small branded product to boost perceived value.

Driving Repeat Purchases with Gift Cards

There are two main buyer behaviors in this sector:

• Deal-seeking
• Impulse and emotion-driven purchases

Gift cards serve both:

• Promotional tool: For example, Histoire d’Or offered a low-value gift card to every customer who placed an order (above a minimum spend) during Mother’s Day.
  → A smart way to encourage return visits and create a second sales wave.
• Impulse purchase trigger:
  Imagine launching an email campaign where loyal customers receive a free gift card to spend as they wish.
  → They’ll likely use it to "treat themselves" and trade up, spending far more than the card’s value.

Understanding what motivates your audience—and tailoring your gift card strategy accordingly—is a powerful competitive edge.

Gift Cards in the Second-Hand Market

The fashion jewelry sector is increasingly impacted by the rise of second-hand resale.
To retain control, more brands are launching their own resale channels.

A simple, win-win model:
Customers return unwanted items, and receive store credit in the form of a gift card.
→ This brings them back into stores to redeem the card—often upgrading to new collections.

Better yet, brands can recycle materials from returned pieces, lowering costs for future collections while rewarding eco-conscious behavior.

Gift Cards in Influencer Marketing

Influencer marketing is everywhere—and it works, when done well.
But product selection, authenticity, and campaign costs all impact success.

Gift cards offer a compelling alternative:
Instead of sending products, send a gift card.

Why?
Because the influencer:

• Visits your site or store
• Discovers your universe first-hand
• Has a real shopping experience to share with their audience

It leads to more authentic, immersive content.

And it works for giveaways too:
Rather than sending a specific item, let influencers reward their audience with a gift card.
It invites recipients to discover the brand—and creates a full brand experience.

Expanding Distribution & Visibility via Gift Cards

Many jewelry brands are seeking to scale through distribution partnerships, store-in-store formats, and retail expansion.

You can apply the same logic to gift card distribution.
Corporate gifting platforms (CSE/HR), incentive programs, loyalty solutions—they’re all looking for new reward options.

Jewelry gift cards are a perfect fit: they’re high in perceived value and desirable for a broad audience.

For brands, opening their gift cards to new distribution channels:

• Increases visibility
• Reaches new audiences
• Opens a powerful acquisition channel

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