Most jewellery brands are talking to two people at once, and don't realise it.

For engagement rings especially, and gifting more broadly, the person paying often isn't the person wearing it. That's shifting, more couples design rings together than they used to, but the dynamic still holds across most jewellery gifting. The brands that handle this well design for both: content that gets discovered and loved by the eventual wearer, so she can save it, share it, drop the hint. Then a website that reassures whoever's actually buying, clear information on materials and customisation, insured delivery, a consultation call if they want reassurance before committing.

Most jewellery marketing talks about the product, not the reason for it.

Claw settings, carat weight, gold versus white gold, all genuinely useful, rarely the actual reason someone's buying. Nobody buys a push present for the setting. They buy it to mark becoming a mother, and to imagine, one day, handing it down. That's usually left out entirely, or reduced to a label like "modern heirloom" stamped on a product page instead of actually shown, what this piece might mean in ten years, who it might be passed to, what moment it's actually marking.

I've worked directly with jewellery brands, on the marketing that sits behind exactly this kind of purchase.