The Email That Broke Every Sales Rule and Won

The Audacious Experiment

An email was sent about why diamonds look different under LED lights versus candlelight.
Zero product photos.
Zero discount codes.
Zero "shop now" buttons.

Results That Shattered Expectations

And the result?
Replies. 📧
Appointments. 📅
Custom work. 🤯

What Customers Really Hunger For

Jewelry customers want to be enchanted.
Think about it ...
When someone walks into your showroom, you don't immediately shove a hand-carved obsidian cuff bracelet from Oaxaca in their face and scream "20% OFF!"
📖 You tell them stories.

The Power of Origin Stories

You tell them stories about the volcanic rock pulled from the earth in Oaxaca.
About the artisan who shaped and polished that obsidian until it gleamed like midnight glass.
Your emails can work the same way.

The Beautiful Contradiction

The paradox is this:
Being helpful, entertaining and educational in your email content can result in more jewelry sales.
How?
⚡ By having your "pitch" be ultra-relevant to the main email content and putting it in the P.S. section.

Anatomy of an Enchanting Email

This diamond lighting email taught customers about color temperature, explained why engagement rings look different at dinner versus the office and shared photography tips.
Pure value.
Pure education.
Then, almost as an afterthought: "P.S. Planning a proposal and want to see how your ring will look in different settings? Book a private viewing to see our collection under various lighting."

When Strategy Becomes Art

🌟 Like light refracting through a perfectly cut stone, the most beautiful email strategies reveal themselves in unexpected angles.
If you're wanting to find out more about this delicate art of audience enchantment, I put together a complimentary 5-question assessment for you.
Get your Inbox Gem Grade™ along with custom action points that can have your emails feeling as friendly and helpful as a 1-on-1 consultation in your showroom:

Curious to Know Where Your Jewelry Brand Stacks Up When it Comes to Email?

I built a simple FREE 5-question assessment to uncover the areas where your jewelry brand may be leaking revenue.
You'll get your Inbox Gem Grade™ (IGG) - a proprietary rating system based on the classic AGS diamond cut scale. 💎
You'll also discover crucial custom action points that can help you uplevel your email results immediately.
If this sounds good to you, feel free to find out your Inbox Gem Grade™ right now.
To emails as enchanting as your pieces,
Sincerely,
Andrew Martinsen
Founder, Inbox Gems