2025 Jewelry Market: Unraveling Ad Strategies of Top 5 Brands

Recently, the advertising placement in the global jewelry and derivatives MARKET has shown a significant trend of differentiation. According to the latest data from GoodsFox, the placement strategies of the top 5 brands, The Wander Club, San Saru, Daniel Wellington, Mint & Lily, and Patrick Adair Designs, indicate that leading brands are competing for market share through differentiated creative material iterations and in-depth channel cultivation.

Among them, The Wander Club leads the list with 1,197 active ad creatives, but its newly launched creatives have decreased by 67.26% year-on-year. Daniel Wellington demonstrates strong creative vitality with 306 new creatives, and the number of newly launched creatives has surged by 59.38% year-on-year. In terms of regions, The Wander Club covers 37 national markets, San Saru focuses on Europe, and Daniel Wellington achieves a layout in 18 countries through evenly distributed placements.

This article is a data analysis organized by GoodsFox, providing sellers with the latest list of independent jewelry and derivatives stores (April 2, 2025). It deeply analyzes the advertising placement strategies and market positioning of leading brands, helping cross-border e-commerce practitioners to grasp the pulse of the industry and formulate differentiated competition strategies.

Independent website: thewanderclub.com

Category: Jewelry and derivatives

Number of newly launched creatives: 37

Number of active creatives: 1,197

Advertising media: Messenger, Facebook, Facebook (FAN), Instagram, Admob, YouTube

Advertising regions: US, Germany, UK, Canada, etc. (37 in total)

The Wander Club was founded by Kenny at the end of the 2010s. When he returned to California after a round-the-world trip, he found a lack of a portable and sustainable way to preserve travel memories. So, he started the brand in his small bedroom. With the mission of "preserving travel memories", it mainly sells handcrafted travel tokens, covering over 230 countries, cities, and landmarks worldwide. These tokens are customizable. Users can add dates, monograms, or personalized texts, and they can be paired with magnetic gift boxes, making them perfect as gifts.

The core product of The Wander Club is the metal travel token, which is divided into 12 series such as country, city, landmark, and stadium. Each series can be freely combined into an exclusive travel collection album. Users can choose personalized services, such as engraving on the back of the token, adding dates, or customizing patterns, and they can even create tokens for custom locations. Besides tokens, the brand also offers themed gift boxes, souvenirs, and other peripheral products. By creating a closed-loop ecosystem of collecting travels and spreading kindness, it has attracted 250,000 consumers who value experience and social responsibility, and built a global community of travel lovers and public welfare enthusiasts.

According to the data from GoodsFox, The Wander Club ranks first in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 1,197, and the number of newly launched creatives is 37. Compared with the top 5 in the list, its number of newly launched creatives is relatively small. The number of active creatives and newly launched creatives has decreased by 14.07% and 67.26% year-on-year respectively. The advertising placement is relatively concentrated, with Messenger accounting for 46.56%. In terms of the advertising region, the main marketing and advertising target of The Wander Club is the US.

Category: Jewelry and derivatives

Number of newly launched creatives: 137

Number of active creatives: 917

Advertising media: Messenger, Facebook, Facebook (FAN), Instagram

Advertising regions: Spain, France, Italy, Germany (11 in total)

San Saru was founded by Carolina Álvarez and Borja Pundik inspired by their round-the-world trip. It creates handmade soul jewelry, combining 925 silver and 22K gold-plating processes with natural gemstones (such as moonstone and turquoise) to create a jewelry series with both artistry and durability. Each product goes through 12 processes such as 3D modeling and hand polishing. For example, the classic MAHATMA necklace uses a low-temperature casting technique to retain the metallic luster, and the ALISHA earrings improve the oxidation resistance through 22K gold-plating.

San Saru's product line covers 12 categories such as necklaces, earrings, and rings, with prices ranging from 20 to 75 euros, focusing on daily wear and a light luxury style. The core material is 925 silver (containing 92.5% silver + 7.5% copper), and the surface treatments include 22K gold-plating (2 microns for earrings / 3 microns for rings) and natural gemstone inlay. Star products such as the BAHUT necklace adopt a modular design, allowing free combination of pendants; the NIRMALA earrings are embellished with 12mm freshwater pearls, suitable for the workplace and social scenarios. The brand enhances the emotional connection through personalized customization services.

According to the data from GoodsFox, San Saru ranks second in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 917, and the number of newly launched creatives is 137. The number of active creatives and newly launched creatives has decreased by 24.96% and 40.43% year-on-year respectively. The advertising placement is relatively concentrated, with Messenger accounting for 59.74%. In terms of the advertising region, the marketing and advertising targets of San Saru are evenly distributed among various countries.

Independent website: danielwellington.com

Category: Jewelry and derivatives

Number of newly launched creatives: 306

Number of active creatives: 783

Advertising media: Messenger, Facebook, Instagram, Admob

Advertising regions: Malaysia, Italy, France, Portugal (18 in total)

DW creates a timeless elegance watch style through the combination of its iconic nylon straps and metal cases. The brand was inspired by the British gentleman Daniel Wellington met during a trip to Italy. His minimalist watch inspired the brand's ultimate pursuit of a simple design. The product line covers the Classic, Petite, Dapper, and other series, using stainless steel cases, mineral glass mirrors, and 3ATM water resistance, with detachable nylon straps (providing more than 20 color schemes), meeting the needs of commuting, leisure, and other scenarios. The brand has risen rapidly through social media marketing, collaborating with more than 3000 fashion bloggers globally for promotion, and conveying the "less is more" attitude towards life.

DW watches can change styles by replacing straps. The brand pays attention to detail craftsmanship, such as the brand logo engraved on the crown, the sunray pattern on the dial, and the luminous coating on the hands to enhance practicality. In addition to the basic models, limited editions and co-branded models are also launched to enhance scarcity and collection value. The differential advantage lies in the online direct sales model, which reduces costs. Positioned as light luxury (priced at about 200-400 euros), it attracts young consumers. At the same time, it provides free engraving services and a 2-year international warranty to enhance user stickiness. Through the brand philosophy that simplicity is timeless, Daniel Wellington has become a benchmark brand in the global light luxury watch market, with cumulative sales of over ten million pieces.

According to the data from GoodsFox, DW ranks third in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 783, and the number of newly launched creatives is 306. The number of newly launched creatives is the most among the top 5 in the list, and the number of newly launched creatives has increased by 59.38% year-on-year. The advertising placement is concentrated on Messenger, Instagram, and Facebook. In terms of the advertising region, the marketing and advertising targets of DW are evenly distributed among various countries.

Independent website: mintandlily.com

Category: Jewelry and derivatives

Number of newly launched creatives: 4

Number of active creatives: 764

Advertising media: Facebook, Instagram, Messenger, Admob, YouTube, Facebook (FAN)

Advertising regions: US, Hong Kong (China), Singapore, Australia (9 in total)

Mint & Lily is a US-born jewelry brand. With the design concept of "eternal classics for daily wear", it focuses on personalized customization and a light luxury style. The brand focuses on the female jewelry market. Its product line covers 12 categories such as earrings, necklaces, and rings. The core designs include elements such as name engraving, constellation symbols, and birthstone inlay. For example, the best-selling Double Name Ring uses a slender chain with double name engravings to meet consumers' needs for exclusive commemorations. All products adopt the 925 silver gold-plating process, and some styles are inlaid with cubic zirconia or natural gemstones to ensure luster and durability. The brand reduces costs through the direct sales model on its official website, with prices mainly ranging from 30 to 100 dollars. At the same time, it launches a "buy one, get one 50% off" promotion to attract young consumers.

Mint & Lily takes emotional design as its core competitiveness. Through elements such as name customization and constellation symbols, it endows jewelry with commemorative significance. The product line is divided into classic and limited editions.  The brand pays attention to detail craftsmanship. It also provides free engraving services and a lifetime maintenance commitment. The differential advantage lies in combining light luxury texture with high cost-effectiveness. In user reviews, the quality far exceeding expectations and the exquisite packaging are mentioned many times, making it a popular gift choice on social media. Through the brand philosophy of "conveying emotions through design", Mint & Lily has successfully established a young and delicate brand image in the highly competitive jewelry market.

According to the data from GoodsFox, Mint & Lily ranks fourth in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 764, and the number of newly launched creatives is 4. The number of active creatives and newly launched creatives has decreased by 14.45% and 95% year-on-year respectively. The advertising placement is concentrated on Messenger, accounting for as high as 82.93%. In terms of the advertising region, the main marketing and advertising target of Mint & Lily is the US.

Independent website: patrickadairdesigns.com

Category: Jewelry and derivatives

Number of newly launched creatives: 2

Number of active creatives: 748

Advertising media: Messenger, Facebook, Facebook (FAN), Instagram, Admob, TikTok

Advertising regions: US, Australia, New Zealand, Canada (9 in total)

Patrick Adair Designs was founded by a team of American craftsmen, focusing on men's wedding rings and customized jewelry. It takes rare materials and story-based designs as its core competitiveness. The brand selects unique materials such as Glowstone, meteorites, titanium, and mammoth ivory fossils. Each work incorporates geographical elements such as Arctic Circle meteorites and Siberian fossils. Through the dissemination of the production process on YouTube with millions of views, it conveys the concept of "a ring, a story". The product line covers the Glowstone luminous series, meteorite gold inlaid models, ceramic inlaid models, etc., with prices ranging from 255 dollars to 1995 dollars, focusing on personalized customization services and limited edition designs. For example, it provides options such as engraving and size adjustment.

The brand's core product is men's wedding rings, adopting a modular design concept, combining metal bases (titanium, tungsten, ceramic) with rare materials (Glowstone, meteorites, opal).  The brand builds trust through a transparent production process (fully showing the forging process on YouTube), 100% handmade in the US, and a lifetime maintenance commitment. In customer reviews, "light wearing feeling" and "detail quality" are frequently mentioned. The differential advantage lies in combining industrial aesthetics with emotional value.

According to the data from GoodsFox, Patrick Adair Designs ranks fifth in the placement list of independent store ads in terms of the number of active ad creatives in the past 7 days. The number of its active ad creatives is 748, and the number of newly launched creatives is 2. The number of active creatives and newly launched creatives has decreased by 20% and 98.33% year-on-year respectively. The advertising placement is concentrated on Messenger, accounting for as high as 74.44%. In terms of the advertising region, the main marketing and advertising target of Patrick Adair Designs is the US.

Through the placement analysis of the above 5 leading brands, it can be seen that each brand adopts diverse strategies based on the characteristics of its product categories: The Wander Club strengthens the emotional value of travel memories, San Saru focuses on handmade light luxury craftsmanship, and Daniel Wellington expands the influence of minimalist aesthetics through its social media matrix. Overall, jewelry brands are exploring new growth paths in the fierce competition by means of precise content iteration, channel efficiency optimization, and the exploration of scenario-based value. As a global marketing data monitoring and analysis platform for independent e-commerce stores, GoodsFox continuously tracks the marketing dynamics of leading brands, providing practitioners with real-time placement strategies, competitive product insights, and market trend predictions.

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