Jewellery is rarely bought on impulse and almost always for an occasion. Hit the occasion and you sell. Show only the product and you get scrolled past.
In Turkish-speaking families gold jewellery is firmly tied to engagements, weddings and births, and those occasions carry their own logic of expectation, amount and symbolism. A post showing a piece without naming the occasion competes with thousands of similar images. A post explaining what is customary for a particular occasion and what to look out for when buying gets saved and forwarded inside the family. There is also a particularity of this sector: the goods carry high value, the purchase almost always happens in store, and trust is built through how customers are treated there. A good campaign here therefore does not aim at an online purchase, it aims at the route through the door.
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What is customary for an engagement, what fits which budget frame, what to look for in a set. Such posts reach people early and get passed around inside the family, because they answer a question that is genuinely being asked.
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Showing setting, engraving or resizing explains the price difference to mass-produced goods without a single advertising word. This footage also works for years and can be reused many times.
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How a piece looks on a real hand or neck decides more than any studio photograph. An honest statement about size, weight and how it feels to wear matters, because that is exactly what gets asked in store.
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Many customers do not know that a jeweller also reworks or buys back pieces. Posts about this reach an entirely different group and fill appointments outside the occasion season.
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Engagement season, holidays and the wedding season have clear peaks. Campaigns beforehand meet people still considering rather than people who have already bought.
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Audience, region and the next measurable step.
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Proposals with real figures instead of gut feeling.
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Briefing, production, approval and publication with a clear plan of responsibility.
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Reach, engagement and enquiries in the report. Learnings go into the next campaign.
Creators who are getting engaged, marrying or accompanying a family event reach the audience at the right moment. Those windows are short and have to be agreed early.
The purchase happens in store, so reach within a reachable radius is what counts. A national profile creates attention but rarely a consultation appointment.
For high-value pieces a discount logic permanently damages price perception. Profiles constantly handing out codes are the wrong choice for this category.
The booked appointment is the first solid step, because the purchase almost always happens in person. It is attributed to its source so the effect of individual posts stays visible.
Messages stating an occasion and a timeframe are much closer to a purchase. We count them separately from general price questions, because planning follows from them.
A campaign that brings many small purchases and lowers the average is not automatically a success. Transaction value therefore belongs in the report, not only the count.
These are recorded separately, because they carry a different margin and a different scheduling logic than new sales.
Precious metal carries specific requirements for material information, and price advertising is a frequent point of dispute in this segment. We settle these three points before the briefing.
Note: general orientation, not legal advice. Statements about material and prices remain the business's responsibility and are supplied in writing before production starts.
You want to reach the Turkish-speaking community? Describe your goal and we come back with a first assessment and a realistic frame.
Request a campaignYou produce content for the Turkish community? Apply for campaign-specific selection. Every collaboration is requested separately and agreed before it starts.
Apply nowSelling through discount in this segment permanently damages price perception and additionally runs into strict rules on price advertising. Occasion and craft carry considerably further here.
Without a reachable shop the step where this sector actually sells is missing. Purely online campaigns for high-value jewellery need an entirely different structure.
For gold usually not, because the daily price moves and the post stays online longer than the calculation holds. A frame built around the occasion plus a price statement in conversation or on a current page works better.
They bring reach and almost never buyers. For high-value jewellery a giveaway mainly attracts participants who would never purchase, and the reach disappears again within days.
Usually several, because the decision is tied to an occasion rather than to the day of posting. We therefore plan across a period ahead of the occasion instead of around a single publication.
The formats and metrics above describe how we work. They are not performance promises or evidence of previous OzyCore campaigns. Audience fit is checked against current platform insights before any selection. Status: August 2026.
Tell us which occasion and which catchment area you have in mind. We propose a period that sits ahead of the occasion.
