“The gold rate jumped this week, and our showroom went quiet.”
Keep two sets of social media posts ready. When the rate is high, talk about lighter pieces and old-gold exchange. When it dips, tell waiting families. Never say where it is heading.
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Industries · Retail & jewellery · Jewellery
Jewellerymarketing
Since 201565+ in-house teamKolkata office, 5 team bases
For jewellers and jewellery brands. Earn the family's trust online. Count the bills in the store.
A strategist calls you in one working day.
/ 01 Jewellery marketing agency
Families buy goldfrom people they trust.
A jewellery sale is built over weeks, and the jeweller who is trusted at the end of those weeks wins the bill. PromotEdge plans bridal and festive campaigns, honest price messages, try-on videos and store events for jewellers and jewellery brands.
The aim: more store visits that end in a bill, and families who come back for the next wedding. We have worked across India since 2015.
A jewellery purchase is rarely quick. A bride's set may take weeks. Buyers browse online, then walk in to see, touch and try.
Weddings follow auspicious dates. Akshaya Tritiya falls in April or May, and Dhanteras just before Diwali. The gold rate moves every day. We start with your bills, not with channels, and scale only what brings bills.
Hallmarking and fair-offer rules are on our retail and jewellery marketing page.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 1office, in Kolkata, with team bases (not offices) in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 Services
Services forjewellers.
All 8 services in one place. Tap one to see how it works.
Instagram ads
Try-on reels and bridal looks for families near your store.
InstagramMetaInfluencer marketing
Creators who wear the pieces, for daily-wear and bridal lines.
InstagramYouTubeWhatsApp marketing
Design alerts with consent, visit booking and scheme reminders.
WhatsAppLocal SEO
A correct Google listing for each store.
GoogleGoogle Business ProfileBrand strategy
A design point of view, so price is not your only story.
Hoarding advertising
One piece, one line, your name, planned with the site.
Trunk shows and launches
Invite-only showings for bridal enquiries, matched to bills.
Newspaper and radio
Morning ads for Akshaya Tritiya and Dhanteras, booked early.
/ 03 Checklist
Brand basics checklist
Tick what you already have. The rest is where we can help.
The basics
11 items
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailAn email on your own business domain, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For jewellers
6 items
- BIS logo outside, certificate and 10X magnifier insideBIS Hallmarking FAQ 16, for registered jewellers.
- Bills that list the hallmark details of each pieceBIS Hallmarking FAQ 14 and 15.
- A catalogue showing weight and purity for each designGood practice: weight, carat and hallmark, with the date checked.
- Exchange and buy-back terms in plain wordsGood practice: one page, shown in the store and online.
- A card showing how a final price is worked outGood practice: making charges, stones and taxes, without hinting where the rate goes.
- Savings-scheme terms approved by your accountant or lawyerThe rules depend on how your business is registered.
/ 04 The playbook
A jeweller's year,planned around the bills.
| The moment | What we do | Services involved |
|---|---|---|
| Trust on every page | Hallmark close-ups, your BIS (Bureau of Indian Standards) registration certificate, exchange terms and a sample bill. | Website design, Content marketing |
| Days the gold rate moves | Ready posts for rises and dips, and a card showing how a final price is worked out. | Local SEO (search engine optimisation), Social media marketing |
| Bridal season | Look-books, real-bride stories shared with permission, and a booking form for a family consultation. | Fashion photography, Lead generation |
| Counting walk-ins and bills | Every enquiry gets a tag: source, store, category. Each month we match bills to enquiries. | Analytics and tracking, Marketing automation and CRM (customer relationship management) |
What can't be measured can't be achieved. Matching depends on your billing software; we tell you at the start how close it can get.
BIS rules decide what a jeweller's shop and bill must show. Plain bills and honest price cards build trust.
Jewellery marketing in depth
The rule that matters
BIS says a registered jeweller shows the BIS logo with the words "Hallmarked jewellery available for sale" outside the shop, and the registration certificate inside. The shop keeps a magnifying glass of at least 10X magnification to show the hallmark, and displays how fineness relates to carat.
Source: Bureau of Indian Standards, Hallmarking FAQs (FAQ 16), no date shown, read 11 Oct 2026 (https://www.bis.gov.in/hallmarking-overview/hallmarking-faqs/hallmarking-faq/?lang=en)
How buyers decide
Our view: the family decides together. Elders ask about purity and the bride about design. They look online for weeks, ask relatives which jeweller they trust, then visit to see and try. They drop out when the price is unclear, the hallmark is not shown, or nobody replies.
What you can do, and what is not ours
You can show your registration certificate and a sample bill, answer WhatsApp messages the same day, and keep one approved card for the day's rate. The gold rate, the hallmark and the rules for savings schemes are not ours to change or to promise.
How we would deliver, and why each step
We read a year of your bills first, because the calendar differs by store. We test one moment on a small budget, because jewellery is a big purchase. We tag every enquiry and match it to a bill, because likes do not pay for gold.
Bodies to know
BIS: the Bureau of Indian Standards runs the hallmarking scheme and the BIS Care app that verifies a HUID.
GJC: the All India Gem and Jewellery Domestic Council calls itself a national trade federation that works on fair trade practices.
Source: Official site of each body, read 11 Oct 2026
Not sure whether to start with trust pages or the next festival? Let's pick one together. Pick the first move
/ 05 What usually gets in the way
What gets in the wayand the way through.
“Lots of people browse our Instagram. Very few walk in.”
Offer a small next step: book a try-on visit. A WhatsApp chatbot takes the booking.
“Our hoarding looks like every other jeweller's.”
Use one piece, one short line and your name; people read a hoarding in seconds. We plan the site and design together, delivered through PEXORA, a joint venture of PromotEdge and Prodigy.
“It is Dhanteras week, and our WhatsApp is full of unanswered messages.”
Give every message an owner in a shared inbox. AI tools draft the replies; the day's rate comes only from your approved card.
Which counter goes quiet when the gold rate jumps? Tell us the store, and we'll tell you what we'd test first. Tell us the store
Our beliefWe look at your business first. Marketing comes second.
/ 06 From a jewellery client
Nitya's director,on working with us.
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand.”
Priyanka GuptaDirector, Nitya Gold & Diamonds“I had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. …”
Manish PandeyConsultant & Coach to Content Creator“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA MetaliksTell us what’s not working. We’ll send you an honest one-page growth plan, free.
/ 07 Cost
What affects the cost of jewellery marketing.
No price list. These things move the number.
We don't publish a price list. We quote against a written scope. Media, shoots, printing and event costs are billed at actuals.
What affects the cost
- Stores and cities. One showroom needs far less than a chain.
- Moments covered. Weddings and each festival need their own push.
- Shoots and media mix. Small, shiny pieces need careful lighting.
How we quote
- A free 30-minute strategist call about your stores and busiest season
- We read a year of sales, then suggest one moment to test first
- A written quote follows within 2 working days. You approve it before work starts
What you get in the quote
- The stores and seasons covered, month by month
- The monthly report on enquiries and bills
How it is billed
| Way of working | When it fits |
|---|---|
| Season campaign | One wedding season or festival push; timeline confirmed in the quote |
| Monthly retainer | Social media, ads, WhatsApp follow-up and the report; minimum 3 months, 30 days' notice to stop |
/ 08 Rules
What jewellery ads must show, and must not promise
The hallmarking order and offer rules are on our retail and jewellery page.
Show the hallmark. BIS says it has three marks: the BIS logo, purity in carat and fineness, and a six-digit HUID (hallmark unique identification) number. The BIS Care app can verify it.
Registration and bills. BIS says the registration certificate must be displayed in the shop, and buyers should take a proper bill with each hallmarked piece's details.
Claims and offers. The Advertising Standards Council of India (ASCI) Code says factual claims must be capable of substantiation. It rejects "up to" claims likely to mislead, and misleading statements on rates of return.
Savings schemes. The rules depend on how your business is registered. Your accountant or lawyer should approve the terms first.
General guidance, not legal advice.
/ 09 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
Jeweller, family business or new jewellery brand?
Tell us which counter stays quiet.We'll show you who could fill it.
Straight answers.
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It brings families to your counter and turns visits into bills. Digital marketing for jewellery covers Instagram, Google, your website and WhatsApp. Advertising covers newspapers, radio and hoardings, plus store events. We start from your sales and your calendar, not from channels.
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It depends on your stores, the seasons covered, shoots, the media mix and events. We don't publish a price list. We quote against a written scope, with media and event costs at actuals. A written quote follows within 2 working days of the first call.
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Be open about how the price is built. Show the day's rate, then explain making charges, stone value and taxes on a simple card. Never suggest where the rate is going. Families trust a jeweller who explains the bill before they ask.
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Less than most jewellers expect. One hero piece, a short line, your store name in large letters and one clear landmark. Skip the long phone numbers and the collage. Check the design at the size people will see it, before it goes up.
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Yes, once your chartered accountant or lawyer approves the terms, because the rules depend on how your business is registered. Then say plainly what the scheme gives, and don't hint at returns. The ASCI Code bars misleading statements on rates of return. This is general guidance, not legal advice.