Fine jewelry & engagement ringsLab-grown & naturalOperator-built

Jewelry eCommerce marketing from someone who runs a jewelry brand.

I built Brillianteers, an online fine jewelry brand, to mid-7-figures in one of the most competitive niches online. Now I run Meta ads, Google Shopping and Klaviyo for other jewelry brands, with the same playbook I use on my own money.

Free 60-minute call with someone who already knows your category.
Tal Mor, Jewelry eCommerce marketing consultant
Meta ROAS · jewelry accounts
1.16 → 1.571.51 → 1.71
Mid-7-figuresBrillianteers, built from zero
+13% ROASon $88K Meta spend, fine jewelry
These are real clients. Happy to connect you so they can tell you the story firsthand.

Why jewelry is different from other eCommerce

Jewelry is a high-ticket, high-trust, long-consideration purchase, and most general eCommerce playbooks ignore that. An engagement ring buyer might research for weeks, compare dozens of stores and only buy when they trust you completely.

That changes everything: longer retargeting windows, email that educates instead of discounting, Google Shopping feeds built around metal, shape and carat, creative that answers the real objections (price, quality, lab vs. natural, returns), and planning around a handful of seasonal peaks. I learned all of that running Brillianteers, and I bring the same playbook to your brand.

How I market jewelry online

What works in this category, learned on my own store first.

★

Meta for jewelry

Creative angles that actually sell jewelry: price transparency and cutting out the middleman, lab-grown vs. natural, the proposal moment, social proof and financing.

1.16 → 1.57 ROAS, same budget
◆

Google Shopping & Search

Feeds built around how people search jewelry: metal, shape, carat, setting and style, so the right product shows for the right query.

✉

Klaviyo for a long buying cycle

Education flows, browse and cart abandonment and ring-size guidance that keep a high-ticket buyer warm for weeks.

$4.26M email revenue, one brand
◇

Lab-grown diamonds

Positioning lab-grown honestly against natural, so you win on value without cheapening the brand.

◎

Seasonality

Valentine's, Mother's Day, proposal season and holidays planned months ahead, with budget and creative ready before demand peaks.

≡

Trust & conversion

Certificates, reviews, returns, resizing and financing made clear, because trust is the real conversion lever on a four-figure order.

Jewelry receipts, not promises.

Actual dashboards from jewelry accounts I have run. Nothing here is a template or a stock number.

business.facebook · ads manager
Meta, +13% on $88K spend, with campaigns hitting 1.10 → 1.52
1.51 → 1.71 ROAS
Meta, +13% on $88K spend, with campaigns hitting 1.10 → 1.52
business.facebook · ads manager
Purchase ROAS, 1.16 → 1.57 on the same budget
+35%
Purchase ROAS, 1.16 → 1.57 on the same budget

How we start

01

Free strategy call

Sixty minutes on your store, ads and email with someone who knows the category.

02

Audit

Ads, feed, email, site trust signals and margins, with a prioritized fix list.

03

Rebuild & test

Category-specific creative angles, feed fixes and the flows that carry long buying cycles.

04

Plan the seasons

Budget and creative mapped to the peaks that make or break a jewelry year.

Tal Mor
I learned jewelry marketing on my own store, with my own money, in one of the most expensive niches online.

Brillianteers is my fine jewelry brand, built from zero to mid-7-figures. Before that I built Mozaik Underwater Cameras to 7 figures and sold it. Today I also run Meta, Google and Klaviyo for other jewelry brands and a handful of brands in other categories.

2× 7-figure brands builtBought & sold eComm businesses$500K+/mo ad spend managedUpwork Top Rated · 100% JSS20 years operating

What people say after working with me.

Upwork★ 5.0 from 9 reviews100% Job Success · 21 jobs
★★★★★

“Tal is an expert in his field, with an analytical, data-driven approach and industry awareness that sets him apart. After years of poor results with various ad agencies, Tal has been a breath of fresh air. His experience running his own e-commerce brands gives him a unique appreciation for the macro aspects of online business, which is hard to find elsewhere (trust me, we have tried!). If you need a dedicated eCommerce expert with in-depth digital marketing knowledge, Tal is your man.”

S
Sam
Client · eCommerce brand
★★★★★

“Tal is fantastic. Knowledgeable, helpful and very to the point. I have learned a lot during our coaching sessions that I believe will genuinely set us up for success across email marketing, as well as Meta and Google ads. Tal has always been willing to answer questions outside of our sessions and offer extra support during difficult times for sales. I'd recommend Tal to anyone looking for a seasoned professional who genuinely cares.”

K
Kat
Coaching client
★★★★★

“We had the pleasure of working with Tal to launch and test our Meta ad campaigns, and the results have been outstanding. From the moment he joined, it was clear we were working with a true expert in eCommerce marketing. He conducted a thorough audit, refined our targeting, optimized creatives, and structured our campaigns for maximum efficiency — measurable improvements while keeping our media budget stable. If you're looking for a consultant who genuinely cares about your business and delivers real results, Tal is the person to hire.”

M
Meta Ad Buyer Consultant
Upwork · 5.0 · Dec 2024 – Feb 2025

Questions jewelry brands ask

What I hear most from jewelry founders.

What is the best way to advertise an online jewelry store?

For most jewelry brands it is a mix: Meta for demand creation with creative that answers price and trust objections, Google Shopping and Search for buyers already looking for a specific piece, and Klaviyo to carry the long consideration window. The split depends on your price point and margins.

Do Facebook and Instagram ads work for fine jewelry and engagement rings?

Yes, if the creative does the selling. The angles that work are price transparency, lab-grown vs. natural value, the proposal moment, real customer proof and financing. I have lifted jewelry Meta accounts from 1.16 to 1.57 ROAS on the same budget and run Meta for my own jewelry brand for years.

How do you market lab-grown diamonds online?

Lead with honest value: the same look and specs as natural for a fraction of the price, with certificates to back it up. Educate without trashing natural diamonds, because many buyers compare both. It works best when ads, product pages and email all tell the same story.

How long is the buying cycle for jewelry online?

For high-ticket pieces like engagement rings it is often weeks, not days. That is why longer retargeting windows, browse abandonment and educational email flows matter more in jewelry than in most categories.

Which seasons matter most for jewelry eCommerce?

Valentine's Day, Mother's Day and the holiday season, plus proposal season around the end of the year. Budget, creative and inventory need to be ready weeks before each peak, not during it.

Do you work with jewelry brands outside the US?

I work with jewelry brands across the US and Canada, on North American business hours.

Other ways I can help

Same operator behind all of it. Pick what fits where you are.

Talk to someone who already knows jewelry.

Sixty minutes, one-on-one, no obligation. Bring your store and your numbers, and I will tell you what I would do.

Free strategy call60 min · no pitch
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