The visual image is the most important factor in online sales and marketing, especially in the luxury jewellery market.

In an online environment, customers typically make their first impression based on visuals. Since there is no opportunity to touch the jewellery physically, strong, attractive images are essential for grabbing attention and establishing an emotional connection.

The visual appearance is therefore the primary factor in attracting customers. High-quality, detailed, and creatively presented images help convey the value and appeal of the jewellery, particularly when showcasing intricate details.

The story comes second, as customers increasingly value the meaning and emotional connection behind the pieces of jewellery. A well-crafted story that explains the creation process, the inspiration behind the piece, or the unique significance of each item can help buyers form a personal connection with the jewellery. This is especially true for high-quality or one-of-a-kind pieces, where the story enhances the desire to own the item.

Both the visual image and the story are key factors in encouraging a purchase. They complement each other and contribute to the idea that customers are not just buying a piece of jewellery but also an experience and a story.