Luxury jewelry resale marketing agency

Resale Shopping campaigns have to cope with a catalogue where every item is unique and disappears when it sells. The feed carries each piece with condition set to used, the original maker in the brand attribute, the reference or collection in the title, and the condition grade and box-and-papers status in the description, so a search for a specific reference finds the exact piece. Google's trademark policy has a reseller allowance that lets a store selling authentic goods use the maker's name in ad text when the landing page is dedicated to those goods, and we keep the ads and pages within it, because a complaint stops the account. Campaigns are grouped by house and price band, with a higher target for pieces that hold their value and turn quickly. Sold pieces are set to out of stock, not deleted, so the listing history survives. A separate search campaign targets seller queries and lands on the quote form. Campaigns are read on a window of a few weeks, since collectors decide fast when the right piece appears and slowly otherwise.

Pre-owned luxury on social sells on trust. The creative that works shows the authentication in progress: the hallmark under a loupe, the serial checked against the papers, the weight on the scale, the condition photographed mark by mark, the piece cleaned and boxed. New arrivals do well as short reveals with the house, the reference and the price on screen, sent to collectors first. We build catalogue ads from the live inventory with condition in the title, and because pieces sell once, we cap frequency and refresh the catalogue daily so an ad never shows a sold item. Retargeting shows the viewed piece while it is available and the nearest alternative once it has gone. Seller creative runs to a separate audience and explains the quote, the consignment choice and the insured shipping in plain terms. Platform rules on counterfeit goods apply to resellers, so the account keeps proof of authentication ready and never uses the maker's own imagery or campaign material.

Resale feeds are built differently from a brand's. Condition is set to used on every pre-owned item, and refurbished where a piece has been professionally restored to that standard. Brand carries the original maker, not your store, and title carries the maker, the collection or reference, the material and the condition grade. Pieces with an original GTIN can carry it; most cannot, so identifier_exists is false with brand and your own MPN or stock number. Product_detail holds the year or period where known, the box-and-papers status, the size and any restoration. Each piece is its own item with no variants, and availability changes to out of stock the moment it sells, which means the feed must update from the store in near real time rather than on a daily schedule. Images are your own photographs of the actual piece on a clean background, with the hallmark and condition macros as additional images, never the maker's stock imagery. Return policy is set in Merchant Center. We build the feed from the store's inventory so it stays accurate as pieces come and go.

Resale search has two halves: the reference searches that find a piece, and the trust questions that decide whether to buy it. AI assistants are asked whether it is safe to buy pre-owned luxury jewelry online, how to tell if a signed piece is authentic, what box and papers means, whether a resized or polished piece is worth less, and how consignment works. We write those answers on the store in plain text with your own authentication process described step by step, next to the inventory, so an assistant can cite the store and a live piece. The sold-page problem is the other half. A sold piece keeps its page marked as sold, with the details intact, a link to similar available pieces and a wanted-list form, because searches for that reference continue for years and a 404 wastes them. Collection pages by house, type and period each carry a sentence about what is in them and how the pieces were authenticated. Listing pages are marked up with price, availability and condition.

The resale email programme runs on inventory movement. New arrivals go to collectors first, filtered by the houses and types they have bought or saved, with a short early-access window before the pieces go public, which is often when the best pieces sell. Saved searches and wanted lists send an alert the moment a match lands, and that alert is the highest-converting message the store sends. Browse and cart flows are short, because a one-of-one piece can go to someone else, and they restate the authentication, the condition and the returns terms rather than offering a discount. After delivery the flow covers care, insurance appraisal and the trade-in option. Sellers who requested a quote get a flow that explains consignment against outright sale, the insured shipping and the payout timeline, and sellers who sold get invited to buy with a credit where you offer one. SMS is reserved for wanted-list matches and delivery.