Discover the Importance of Branded Packaging

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Published by
Jimmy at
August 30, 2017

Learn how to create a memorable unboxing experience for your customer, and pick up a few tips on how to get customers to share your brand with their friends.

To help establish your jewelry brand and encourage repeat purchases, it’s important to have a high-quality, cohesive look that extends to everything in your line, including your photography, newsletters, gift boxes, and even the marketing materials you may (should!) include with every purchase. An easy way to start is by upping the quality and visual appeal of your packaging. And, best of all, it doesn’t have to break the bank!

The Importance of Packaging

When asked why it’s important to invest time and money into creating a memorable package, Heather Riedel of Noelani Designs says, “We feel it helps to define who we are as a brand. If [the] packages [are] elegant, hopefully our customers will see us as that.” And, she’s right. According to the Dotcom’s 2015 eCommerce Packaging Study, Unwrapping the Customer Experience, nearly 40% of consumers feel that premium packaging is important for luxury goods (see: jewelry), and that same 40% said they’re more likely to recommend the product to a friend because of the branded packaging. That’s a lot of potential customers!

Choosing to incorporate your packaging into your brand not only helps foster current customer relationships, it’s a great way to extend the care you take in creating your jewelry into a more complete experience for your customers. While it’s natural to think first of the purchaser, it’s also important to keep in mind that jewelry is often given as a gift. Joan Clickner, of Formia Design, often hears how customers appreciate their boxes, as they make it easy for the gift-giver. “If it just came in a little baggie[,] they would have to provide their own anonymous box. This shows the recipient that their gift was purchased from a very special source.” Over time and with consistency, people will begin to recognize your brand as that “special source.”

Things to Include

So, what should you include in your box when you ship your jewelry off to your next customer? The good news is you don’t have to tackle everything right from the start. You can start small, and add customized components over time. Here are a few examples of things to consider:

Box with card
Ribbons/cord
Tissue paper
Personal message
Invoice
Care instructions
Coupons (offer a discount for referring a friend, or free shipping on the next purchase of $150 or more)
Gift (a sticker, a piece of candy)
Call to action

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