Authentic diverse marketing in the jewellery industry

It is without a doubt that society’s attitude toward diversity is shifting into a more positive light. Despite consumers’ push for more inclusive representation within…

It is without a doubt that society’s attitude toward diversity is shifting into a more positive light.

Despite consumers’ push for more inclusive representation within brands, the marketing industry is still behind in adopting practices that consider diversity and inclusion in a way that is effective and sincere. Lecturer in Marketing (PhD), Dr Amelie Burgess, specialises in research on Diversity in Marketing. She says that it is crucial for the long-term trajectory of brands to implement diversity in marketing practices.

“A lot of brands are short-term and internally focused and fail to recognise the world around us,” Amelie says. “It’s only a matter of time
before brands are held accountable — and it’s better to be proactive than reactive.”

1/4 Natalie Marie Jewellery NMJ Lovers | Helen & Robert

BETTER EARLY THAN LATE

Amelie says that it is crucial for brands to be implementing diversity in marketing sooner rather than later.

“The first brands to approach diversity sooner usually see more success both on a societal and brand level because they’re going to be
more associated with diversity,” she says. “If you are late to the party or don’t participate at all, it puts you in a very difficult position where cancel culture can occur.”

2/4 Natalie Marie Jewellery NMJ Lovers | Helen & Robert

A SHINING EXAMPLE OF DIVERSITY IN MARKETING – NATALIE MARIE JEWELLERY

Located in Sydney, Natalie Marie Jewellery (NMJ) is a brand that has approached diversity marketing in an authentic and multidimensional manner. On NMJ’s social media, the brand features a plethora of identities such as non-traditional couples, couples in different age brackets as well as
models with different ethnic backgrounds.

In 2020, the brand collaborated with Indigenous contemporary artist, Niah McLeod to release the ‘Walawaani Collection’, inspired by the traditional custodians of Australia in celebration of NAIDOC week. For every purchase of the Walawaani Collection, NMJ partnered with not-for-profit organisation Yalari to donate 20 percent of the sale proceeds of the collection.

NMJ also has an online blog that features content that is inclusive of non-traditional couples. One of their blog series, ‘NMJ Memoirs’ specifically focuses on ‘love for all’ — which addresses how their jewellery is made for all identities.

3/4 Natalie Marie Jewellery Niah McLeod Walawaani Collection

BETTER DIVERSITY, BETTER OUTCOMES

Amelie says that when diversity marketing is done well, brands create positive outcomes on a societal
and brand level.

“A lot of my research found that when you’re representing diversity well, it connects with audiences better — and it indirectly helps create positive brand outcomes,” Amelie says. “On a brand level, when diversity marketing is done well, you insulate yourself from your competitors and you instigate more positive brand engagement.”


Although all the research signals for brands to start implementing more diversity across their marketing, there is still resistance due to a
lack of understanding and resources. If you would like more insight into current research and how to approach diversity marketing for your
jewellery business, feel free to contact Amelie on amelie.burgess@adelaide.edu.au

4/4 Natalie Marie Jewellery Niah McLeod Walawaani Collection

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