Digital for jewelry stores: a catalog, gift seasons and customers who come back.
A jewelry buyer first finds a piece on Instagram or Kaspi, compares hallmark, weight and price, and buys where they trust the seller. We build a system for stores and workshops: a catalog with current prices and installments, ads timed to gift dates, a CRM for custom orders and repeat purchases, and SEO for searches with a model and a price.
Six directions for a jewelry business.
A catalog with hallmark, weight and price, filters, Kaspi installments, reserve and try on, custom orders, two languages.
from ₸300,000Mobile appFor a chain: catalog and reservations, loyalty club, order status, holiday pushes, Kaspi. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationInquiries from Instagram and WhatsApp, custom orders by stage, customer dates, repeat sales, 1C integration.
from ₸350,000SEOCategories and collections for search queries, workshop services, product markup, 2GIS and Google, Kazakh version.
from ₸200,000/moTargeted adsInstagram and TikTok, Reels with pieces, catalog ads, holiday and wedding campaigns, retargeting.
from ₸150,000/moSearch adsGoogle Ads and Yandex Direct for high-intent queries, shopping campaigns, workshop services, cost per reservation.
from ₸150,000/moA piece of jewelry is an expensive, emotional and infrequent purchase. A diamond ring, a pair of wedding bands or a set for a syrga salu ceremony costs from hundreds of thousands to millions of tenge, so people take time to choose: they browse the catalog, save photos, check size and weight, ask about installments, and only then visit the store or place an order.
Demand follows the calendar: Valentine's Day, March 8 and Nauryz come one after another, then graduations, the wedding season from summer to autumn, and New Year. Each date needs a ready selection, creatives and budget, and after the purchase there should be a reason to bring the customer back for the next holiday, birthday or anniversary.
Below is what we do for jewelry stores, chains and workshops: each direction has its own page with features, integrations and prices.
What jewelry stores come to us with.
- The catalog lives in Instagram stories and pinned posts, and the question «how much is it» gets an answer in Direct an hour later — by then the buyer has found a similar piece with a price on Kaspi.
- Prices depend on weight and the price of gold per gram, but the website shows a price list from six months ago: either you sell at a loss or scare buyers away with an inflated price.
- Custom orders are handled in chats with the jeweler: the deposit, 3D model, fitting and deadlines are not recorded anywhere, customers call to ask for status, and some orders fall through.
- Ads are switched on three days before March 8, when the auction is already overheated, and selections and creatives are put together at the last minute.
- There is no customer database: nobody knows who bought wedding rings last year or whom to remind about an anniversary, so repeat sales happen by chance.
- Buyers doubt authenticity: the website shows no hallmark, assay mark, gemstone certificates or warranty terms, so they go to a big chain they simply trust more.
What matters specifically in Kazakhstan.
- Kaspi — installments via Kaspi Red and consumer loans for expensive jewelry, Kaspi Pay on the website; many buyers first look for a piece on Kaspi Marketplace, so prices and assortment there and on the site must match.
- Instagram — the main showcase for jewelry: Reels with a piece on the hand, holiday selections, replies in Direct. Response speed and photo quality decide whether a person reaches the store.
- Hallmark and assay mark — precious metal items are sold with a fineness mark and a state assay mark; showing them on the product card together with weight and a gemstone certificate is both a requirement and the main trust argument.
- National traditions — syrga salu, kyz uzatu, toi celebrations and anniversary gifts create separate demand for earrings, sets and bracelets in Kazakh style; this demand needs its own selections, copy and ads in Kazakh.
- 2GIS — for searches like «jewelry store near me», «jewelry repair», «engraving» people choose a location on the map; a listing with storefront photos, opening hours and replies to reviews brings people to the store.
- Inventory and tags — jewelry is tracked item by item, with weight, fineness and SKU on the tag, usually in 1C; the website, Kaspi Marketplace and the CRM must take stock and prices from this system, otherwise a sold piece keeps being offered.
The right order for a store and a workshop.
- A catalog on the website with prices, weight and hallmark — even a simple one, but connected to inventory. Without it, ads send people to Direct, where they get lost.
- A CRM with a customer profile — inquiries from Instagram, WhatsApp and the website in one window, custom orders tracked by stage, customers' important dates for repeat sales.
- Targeted ads for the next season — a selection, creatives and launch 3–4 weeks before March 8, Nauryz or the wedding season, not three days before.
- Search ads and SEO — high-intent searches like «wedding rings almaty» and «gold earrings price» plus category pages; SEO delivers a steady flow in 4–6 months.
- A mobile app — for a chain of several stores with a loyalty club and a base of regular customers; for a single store, a website and WhatsApp do the job.
Why a repeat purchase matters more than the first click in jewelry.
The average ticket in a jewelry store is high, but people buy rarely: based on our experience and market data, the same person comes back for jewelry once every year or two, usually for a holiday or an event. So acquiring a buyer through ads is expensive, while bringing them back is cheap — if you have their phone number, purchase date and a reason.
Wedding rings lead to anniversaries and gifts for children, syrga salu earrings lead to wedding sets, a man's gift for March 8 leads to the next March 8. A CRM with dates and segments turns one-off sales into a chain: a WhatsApp reminder two weeks before the date, a selection within the budget of the last purchase, Kaspi installments. Ads then grow the customer base instead of starting from zero every holiday.
Questions from jewelry stores.
How much does a website for a jewelry store cost?
A landing page for a collection or wedding rings costs ₸250,000–400,000, a catalog website with product cards, filters by fineness and stones and Kaspi installments costs ₸600,000–1,200,000, an online store with 1C sync and online payment starts at ₸1,500,000. Details are on the page website for jewelry stores.
How do we keep website prices current when gold gets more expensive?
An item's price is calculated from its weight, the price per gram for its fineness and the markup for work and stones. We set up recalculation by formula or a scheduled export of final prices from 1C, so the website, Kaspi Marketplace and the store display show the same figures.
Which ads work better for jewelry?
Targeted ads on Instagram and TikTok create desire: a piece on the hand, holiday selections, gifts under a certain amount. Search ads in Google and Yandex catch people who already search for «wedding rings» or «diamond earrings». We usually start with targeted ads for the next season and search ads for 2–3 categories; management starts at ₸150,000 per month per platform.
Can jewelry be sold online with delivery?
Yes, but for expensive pieces buyers more often reserve online and pick up in store after a fitting. We set up delivery with insurance through a courier service that handles valuables, and write return and exchange terms together with your lawyer.
Do we need a CRM if everything is in 1C?
1C tracks items, weight, stock and sales, but not chats, custom orders or reasons for a repeat purchase. A CRM handles work with the customer and syncs with 1C, so sales staff do not enter data twice.
Other industries
Do you run a jewelry store or workshop? Describe your task — we will tell you where to start and what it costs.
Tell us how many locations and items you have, what you use for inventory, where buyers come from now and what matters most: the catalog, custom orders or seasonal ads. We will reply with a plan and an estimate within 1–2 business days.