Case studies
Industries
Resources
TikTok Collection
NEW
4 min read
Table of Contents
In the luxury goods and jewellery market, authenticity and craftsmanship validation are paramount to consumer purchasing decisions. Luxury brands are discovering the incredible potential of user-generated content (UGC) to create meaningful connections with their discerning audience.
UGC offers luxury brands an elegant way to present their products through authentic customer experiences. Today’s luxury consumers value genuine peer recommendations over traditional marketing, making this authentic content essential for establishing credibility and encouraging premium purchases.
User-generated content creates an exclusive, interactive relationship between luxury brands and their community, turning customers into active participants in the brand’s luxury narrative. From unboxing experiences to styling suggestions, genuine user experiences help potential customers envision prestigious pieces in their own lifestyle.
In this guide, we’ll explore how leading luxury and jewellery brands have effectively leveraged UGC to enhance their digital presence, build authentic connections, and maintain their prestigious position in an increasingly competitive luxury goods market.
User-generated content has become a powerful tool for luxury and jewellery brands, consistently demonstrating its ability to build trust and drive aspirational purchases through authentic storytelling. This genuine, customer-created content format provides unique opportunities to showcase pieces and connect with luxury consumers:
By leveraging UGC, luxury and jewellery brands can create a more relatable yet elevated marketing approach that maintains exclusivity while fostering genuine connections with discerning consumers. Let’s check some real Luxury Goods and Jewellery brands’ results with UGC.
By leveraging the power of UGC in your eCommerce, you can create a more human connection with your customers, winning their loyalty in the process. Minimalist watch brand CLUSE was able to successfully emulate this experience within their online store.
Since its creation in 2013, CLUSE has stood out as an innovative brand in the watch sector. But they recognised that they would need to do more in order to keep their competitive edge in a crowded digital market. That’s when they realised that the key was their customers.
CLUSE recognised the best way to accomplish all of this was to make their loyal community the center of their marketing strategy through UGC. Read the case study on how CLUSE benefits from UGC.
“One of the most important elements in the decision making process of buying fashion (accessories) online is to get an idea of how such product would look on you. By using photos made by real customers, our site visitors get a clear and authentic picture of how the watch would look on their wrist, how they can combine the watch with jewellery, apparel, etc.”
Rudyard Bekker, CEO of CLUSE
In order to do this, they encouraged their followers to engage with them on social media by using the hashtags #CLUSE and #CLUSEwatches.
With the help of Flowbox, they gathered over 19,000 customer-generated images and videos and a 19% increase in conversion rate.
In the online jewellery retail space, authenticity drives real connection and sales. When potential customers explore MyJewellery’s collection, they engage deeply with user-generated content through the innovative ‘styled by you’ section, which acts like having a trusted friend’s shopping advice.
The brand’s strategic integration of customer-created content throughout their digital presence has transformed the shopping experience, tapping into the 78% of global internet users who use social media platforms to research brands and products.
The ‘styled by you‘ section on their homepage gives their customers the confidence they need when making purchase decisions online.
MyJewellery strategically integrates this authentic content throughout their digital presence – from their homepage to product pages. By featuring real customer styling and genuine wear experiences, they create a more compelling shopping experience that puts customer needs first.
The Flowbox UGC Platform has many great tools and capabilities that can help any Luxury Goods and Jewellery brand, no matter how big or small. Here is an overview of the key platform features that can help you automate UGC tasks:
Flowbox’s Collection Tool continuously monitors social channels (Instagram, Facebook, TikTok, YouTube, Pinterest, and more) for brand mentions, tags, and designated hashtags.
Also, the Media Uploader feature enables your customers to upload UGC directly through your website or via a shareable link – no social media needed.
All captured posts flow into a single dashboard, ensuring your team never misses valuable user‑generated content.
The Moderation tool is a suite of AI‑powered moderation capabilities that lets you curate high‑quality, on‑brand UGC at scale:
Create, schedule, and distribute both user‑generated and branded content across multiple social platforms—all from within Flowbox. This unified interface eliminates manual posting, streamlines your social calendar, and preserves the authentic voice of your community.
Collect valuable customer feedback with highly customisable rating and review forms, moderate high volumes of ratings and reviews from within our platform or opt for auto moderation fields that optimise your workflow, then automatically display them directly on your product pages with different configurations to choose from.
With built‑in Google Analytics 4 integration, Flowbox lets you track every UGC interaction—clicks, conversions, engagement paths—alongside your broader marketing metrics. Use these insights to refine gallery placements, content mix, and UGC campaign tactics in a single, data‑driven dashboard.
Luxury and jewellery brands are discovering that UGC creates powerful connections with consumers.
Strategic UGC integration in the marketing of luxury goods brands serves several goals: showcasing exquisite pieces in real-world settings, highlighting versatility across occasions, validating exceptional quality through client testimonials, and nurturing an exclusive community.
When brands feature client styling, personalised stories, and detailed experiences in their marketing, they create an intimate yet sophisticated shopping journey.
Success comes from careful content curation throughout the customer experience. Whether on social platforms or product galleries, authentically captured content should seamlessly blend with the brand’s messaging.
Book a demo with Flowbox and we’ll show you how a UGC platform can boost your brand sales.
