Why Jewelry Packaging for Small Business Is Such a Big Deal

Making the right choice about jewelry packaging for small business manufacturers, artists, and retailers is critical for brand success. That's because packaging for jewelry is not just functional like it is for other products, it represents the quality of your brand and the quality of the jewelry itself. In this guide, we are going to go deeper into how jewelry packaging affects consumer perception, price point, and brand story.  You’ll learn about sustainable jewelry packaging trends, what's new in classics like jewelry packaging boxes, and how to use your packaging as a marketing tool.

Why Jewelry Packaging So Important

While your jewelry may be beautiful, if it is presented in the wrong type of packaging, your price point falls, your brand story defaults to your packaging story, and your potential for brand longevity diminishes. 

Jewelry packaging is so important that some jewelry brands like Tiffany & Co. are not just known for their jewelry, but also for their jewelry packaging. Their baby blue boxes are instantly recognizable and exude a brand story of femininity and luxury. The branding, in fact, has become more iconic than the jewelry itself, and that branding can command far higher prices than jewelry of equal monetary value.

Your jewelry packaging becomes your brand identity as well as brand ambassador, and it's your choice what it's going to say about you.

How Jewelry Packaging is a Workhorse

From brand value to its role in special moments, jewelry packaging has a lot of different jobs, and all of them are equally important. On the customer’s side, jewelry is always tied to some sort of emotion. And when something is tied to an emotion, everything about it matters, and in the case of jewelry, that means the packaging matters, and it matters a lot. On your side, as a business, the packaging plays the role of marketer, and that matters a lot too.

Jewelry as a Memonto

If someone is purchasing a piece of jewelry for themselves, or at least is involved in the jewelry selection, it is usually connected to a special moment. So, when a young woman is selecting her special graduation necklace or the owner of a business is purchasing a piece of jewelry to mark a milestone in his entrepreneurship journey, the packaging of the product becomes part of that moment too. And in special moments, everything is remembered.

If your packaging is not as special as the moment it is representing, the chances of your jewelry and its packaging being a part of the moment decline. And if the packaging takes away from the moment, there is a lower chance, the person will purchase your jewelry again or recommend it to anyone else. 

The Gift of Jewelry 

More often than not, jewelry is a gift, and the packaging is a part of that gift. In fact, it’s not just a part of the gift; it is the first thing the receiver sees when they see the gift, and so what it looks like matters very much. 

As someone who creates jewelry or sources and sells jewelry, you may find it hard to believe that packaging can affect buying decisions. But it can. That’s because when the buyer is considering their gift, they're also thinking of presenting the gift in the packaging. If your packaging sends the wrong message, even if the jewelry is lovely, you could be passed over for a brand with better packaging.

Jewelry Packaging as Perceived Value

Since your packaging is a part of the gift, it needs to reflect the same values as your brand. That means, if you’re touting yourself as a quality jeweler, your packaging needs to be of high quality. Even if you are selling costume jewelry, which may not sit in the same pricing categories as real metals and stones jewelry, customers still have a certain experience they expect from your products and packaging.

Jewelry Packaging Branding

Packaging is a necessary part of running a jewelry business, but it doesn’t have to sit on your business expense list gathering dust. Jewelry packaging for small business is a perfect opportunity for marketing and branding. You can go the iconic route like Tiffany’s with distinct packaging that can be immediately spotted in a social media picture. Or you can choose to go with customized packaging that represents your brand and the seasons. Whatever you choose, don’t let it become a missed opportunity to brand and market yourself. 

Beyond the Aesthetics

You want the jewelry you give your customers to be well-protected and secure, and your packaging should provide that. There are a variety of packaging options available for jewelry, including everything from custom microfibre jewelry pouches to custom drawer jewelry boxes, and you should be able to find one that provides you with the level of security your pieces need. 

Get a Quote 

TabNew

Why Your Packaging Affects Your Pricing

Jewelry is one of those products in which the framing matters very much. Where you sell it and the aesthetics of the place that you sell it matter very much. Even the way in which you display your jewelry and package it has a major impact on your brand’s appeal.

Example: You are selling a sterling silver ring. If you place that ring on cardstock and hang it in your storefront, you have to price that ring on the very low end. However, if you place that same ring in a customized velvet jewelry box and set it on display in a glass case, you can command a higher price. Those two frames place show your product and your brand in very different lights.

If you want to sell at a higher price point, your packaging must reflect the values that are associated with a higher price point. Even if you want to sell at a mid-range price point, your packaging needs to reflect the values of your customer avatar. This could mean anything from sourcing sustainable packaging to unique or aesthetically pleasing packaging.  

TabNew

How to Use Jewelry Packaging as a Marketing Tool

While packaging can be viewed as simply a necessary tool to get your jewelry from your shop into a client’s hand, jewelry packaging is a lot more than just functional. In fact, it can even become a decor piece or something people use to store their jewelry in, or something they use to hold their jewelry when traveling. 

Branding

Your jewelry packaging is an integral part of your brand story and needs to represent your values. If you brand yourself as a seller of jewelry of the highest quality with special attention paid to fine craftsmanship, then your packaging should exude that fine craftsmanship too. If you are branding yourself as a young, fun, aesthetically pleasing brand, then your packaging certainly can’t be stock Kraft paper packaging.

Whatever type of packaging you choose needs to send the same message as you are sending with your overall brand story. You can brand your packaging with specific colors, logos, and graphics that are instantly recognizable and become associated with you. 

Social Media

You can produce a variety of content with customized jewelry packaging, from unboxing reels to beautiful jewelry and packaging posts for your grid. Your packaging can instantly identify a piece of jewelry as belonging to your brand, even if the packaging is sitting somewhere within the frame of the shot or video. 

When people post their special moments involving your jewelry, the packaging of that jewelry has a good chance of being posted too. The good chance depends on the perceived value of your brand as well as how aesthetically pleasing the packaging looks. 

When your customers post your products and packaging on their personal socials, it’s the best kind of advertising you can get. It’s not only free, but it also provides social proof, which is what customers are looking for more and more when they make their buying decisions.

In Store Marketing

Your packaging can become a part of a recognizable and appealing in-store display, so that you don’t need to invest in a lot of other branding materials for in-store branding. 

Outdoor Marketing

When your customer leaves your store with their jewelry purchase, if that purchase is in a customizable bag, then you have a walking marketing tool. Wherever your customer goes, from just walking down the street to sitting down at a cafe, your packaging can be selling your brand. It is a form of mobile billboard advertising and is great not only for storefronts, but also if you sell at markets and craft fairs, where people often walk around for hours holding their purchases. 

Ask Us a Question

TabNew

What to Know About Jewelry Packaging Customization

If you want to be a brand rather than just a seller of jewelry, then you must customize your packaging. Oftentimes, it is much less expensive to customize your packaging than it is to spend big budgets on advertising. 

What to Consider for Packaging Customization

Cuztomizing your packaging is one of the best ways to spend your marketing dollars. You have a lot of choices when it comes to customizing your packaging. Your customization can be as simple as placing a unique logo on it, or you can go a step further and use very specific color palettes and graphics. Whatever you choose, make sure that it connects with your brand story as well as your storefront and online identity. 

Options for Jewelry Packaging

Jewelry packaging can be fun, elegant, unique, bright, seasonal, and everything in between, and that’s why there are so many different options. Some of the popular packaging types  include the following;

• Pouches
• Bags
• Boxes

These packaging types come in a variety of materials, colors, shapes, sizes and customization options, which means your packaging can be uniquely yours.

How to Choose Which Type is Best for You

You should consider the weight, size, and value of your jewelry when you decide upon a packaging type. With heavier and more expensive items, boxes are going to be your best bet, while bags are usually suited for jewelry items on the lower end of the price point scale.

You can find a range of price points in all three options, but structurally speaking, boxes provide more security and protection even at the lower price point, while bags, even at the highest price point, are not going to be quite as protective. Pouches provide a happy middle ground for jewelry that is in the middle to lower end price point and cannot be easily damaged. 

Jewelry Packaging Bags Options

Jewelry packaging bags are stylish and work well for retail shops looking for a simple, trendy packaging option. You can find bags in a variety of materials, which allows you to choose a material that matches your aesthetic as well as your budget. You can use pouches for a variety of jewelry types, but the jewelry should be on display cards because small items like earrings will be swimming around in a pouch, and necklaces can get twisted and tangled.

For example, if you’re looking for a luxe option, for your custom jewelry storage bag you can consider velvet or satin pouches, but if you’re after something more natural, a cotton pouch might be a better choice. If you’re looking for basics, you might consider paper or plastic bags. The material you choose will also be based on whether or not you want your pouches printed. Certain materials are customizable while others are not.

Best for:

• Gift shops and boutiques
• Independent Designers
• Markets and fairs
• Casual, rustic style

Materials

• Cotton
• Muslin
• Velvet
• Satin
• Plastic
• Paper
• Canvas
• Closures
• Drawstring
• Adhesive

Get a Quote 

Jewelry Packaging Boxes Options

The jewelry box has an important spot in people’s hearts and minds. It is associated with very special moments like marriage proposals and special gifting occasions. That’s why it’s one of the most popular forms of packaging and the most utilized in high-end jewelry. 

If you look at it from a purely marketing perspective in today’s age of social media and unboxing hauls, the jewelry box reigns supreme. And in terms of gifting, while there are many options for packaging, there is something uniquely special about giving a jewelry box and receiving a jewelry box. 

In terms of looking at a strictly product protection angle, good quality jewelry boxes have thick walls, making for reliable protection. For higher-end jewelry, a jewelry box is a must and added features like those found in luxury magnetic jewelry packaging can take the higher-end feel up a level. Jewelry box options are no longer limited to the classic two piece style, you can find a lot of innovative designs like custom jewelry boxes with a diagonal opening for a modern and sleek look.

https://leafpackage.com/products/custom-diagonal-magnetic-jewelry-boxes

Box Type

• Two Piece Box
• Folding Box
• Diamond Closure Box
• Drawer Box

Options

• Magnetic Closure 
• Inserts

Sustainable Jewelry Packaging

For many consumers today, sustainability concerns play a big role in where they decide to shop and do business. Incorporating sustainable jewelry packaging into your business can be a great way to speak to those sustainability concerns as well as send a message about your brand to potential customers. 

There are a variety of eco-conscious jewelry packaging options, including boxes and bags made out of recycled materials, biodegradable packaging, and packaging made out of natural materials like customizable drawstrang jewelry bags made of cotton.

How to Figure Out a Budget

It’s easy to get overwhelmed when you have a lot of options, but the most important thing you have to decide is what emotion you want associated with your brand. And what’s more, you can more easily figure out which types of packaging are going to work best for your jewelry.

One way to balance out your budget with quality in your packaging is to use simpler packaging but customize it with branding. For example, you can choose a simple classic two-piece jewelry box but have branding printed on it, for a more high-quality feel.

You can also opt to use the costlier boxes for your more expensive or delicate jewelry pieces. Alternatively, if you order your packaging wholesale, you will get a significant discount rather than ordering small quantities per order, custom or not custom.

Buying jewelry packaging boxes wholesale can allow you to invest in higher quality packaging as the pricing can be comparable to less expensive options bought in smaller quantities. And wholesale buying also allows you to custom print whereas purchasing in smaller quantities can make the printing costs prohibitive. 

Ask Us a Question

Wholesale Jewelry Packaging

Wholesale buying is always less expensive per unit than buying in small quantities. As a business owner who plans to stay in business, ordering wholesale quantities makes sense. Your upfront costs are higher, but you pay far less in the long term. Of course, this option only works if you have storage space for your extra packaging. 

• What to watch out for when buying Bulk
• Decide whether you want custom or generic
• Check your suppliers' MOQ; different suppliers will tell you different numbers
• Check supplier reviews
• Ask about lead time
• Ask for samples

Custom Jewelry Packaging is Your Best Investment

It is clear to see why jewelry packaging is so important. Packaging for jewelry plays a very different role than packaging for other types of goods. It is a part of your product experience rather than simply something used to protect and transport the product inside it. Your packaging can be one of your greatest marketing and branding tools while providing your customers with a special experience they want to share with their friends and family. 

When you spend money on good quality packaging, you are not only ensuring your jewelry is protected, but that it's framed in the story you want your brand to be known for. And if your packaging and brand story are cohesive and resonate with your target market, then you have a perfect recipe for a jewelry brand that will stand the test of time and maybe even become iconic one day.

Connect with a Specialist