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Jewelry sells on emotion, not spec sheets, gold weight and carat count matter less than the story a ring tells before someone even reads the price.
Video works, but static wins the scroll for jewelry, close-up shots, texture, light hitting a stone the right way, that's what stops a thumb mid-scroll, not a 15-second clip explaining craftsmanship.
Nobody buys an engagement ring because of a UGC testimonial, they buy it because the photo made them imagine the moment.
Gifting occasions, not generic "shop now." Valentine's, anniversaries, self-purchase moments, each needs its own creative angle, its own audience, its own landing page, not one campaign trying to cover all three.
Retargeting matters more here than almost any other category, jewelry has a long consideration window, weeks sometimes, so the ad that closes the sale usually isn't the first one they saw.
We've run jewelry accounts across Europe with this exact structure, seasonal creative, occasion-based targeting, retargeting sequences built around a slow decision, not a fast one.
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