5 Jewellery Brands Dominating with UGC and Visual Commerce (And How You Can Too)

Let’s cut to the chase: jewellery isn’t just about exclusivity and status anymore —it’s fashion. And fashion is visual. The brands dominating in e-commerce know that customers don’t just want to own jewellery—they want to see how it looks, how it fits, and how it makes a statement. Whether it’s perfecting the art of layering necklaces or building the perfect ear stack, customers are looking for inspiration. The brands winning in the e-commerce jewellery game? They get it. They’re not just selling shiny objects, they’re building ecosystems where customers are more than just buyers—they’re co-creators.

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Here’s the playbook: User-generated content (UGC), shoppable visuals, and influencer-led storytelling are the killer apps for growth. You need to get this right, because 79% of consumers say UGC impacts their buying decisions (Stackla). Five jewellery brands are already ahead of the curve, crushing it with UGC and visual commerce. Let’s break it down.

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1. Astrid & Miyu: The UGC Machine

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What They’re Doing Right:‍

Astrid & Miyu have transformed their customers into their greatest asset—content creators. Their website and socials are packed with UGC: real people wearing their jewellery in real life. It’s not polished. It’s not perfect. And that’s why it works. Consumers want authenticity, and Astrid & Miyu delivers in spades.

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The Numbers:‍

Consumers trust peer recommendations over ads—92%, according to Nielsen. Astrid & Miyu’s relentless focus on UGC has driven a 200% year-on-year revenue growth. This isn’t a fluke—it’s their business model.

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How You Can Make This Work (Using Sauce):

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• Automate UGC Collection:‍

Sauce scrapes and curates UGC from your customers, embedding it into product pages. You don’t need to ask your customers for content—they’re already creating it. Show it off.

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• Boost Conversion with Engagement Data:‍

Sauce gives you the data to find out which UGC performs. Is it a selfie in Paris or a group shot in a cafe? Use that intel to refine what you highlight.

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In your Sauce back office, the UGC tool automatically pulls in posts that tag, mention, or hashtag your brand across customer and influencer feeds. No manual digging. Curate the best ones into slick galleries that drop directly onto your homepage, product pages, and social commerce feeds. It’s plug-and-play, and it drives sales.

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Sauce UGC galleries are built right into your product page templates, automatically pulling media that matches the product your customer is browsing. It’s personalised, seamless, and adds social proof. Plus, with “get the look” features, customers can see related products in the same video or photo—driving upsell and making the buying journey frictionless.

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2. Missoma: From Browsing to Buying with Visual Commerce

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What They’re Doing Right:‍

Missoma gets it—shopping is visual. Their website and social media channels are loaded with interactive images and shoppable videos. Missoma isn’t making you work to buy. You see it, you click it, you buy it. Simple.

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The Numbers:‍

Visual content is 40x more likely to get shared than other forms of content (Buffer). Missoma’s interactive shopping experiences have boosted their conversion rates by 30%. They’re turning “maybe” into “yes” in one click.

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How You Can Make This Work (Using Sauce):

• Shoppable Video & Picture Cards: Sauce lets you create shoppable content that converts. Instead of flat images, give your customers interactive experiences. They watch a video—they buy the ring.

• Seamless Integration with Shop the Look: Show how different pieces work together. Let them shop the full look in one go. This isn’t a nice-to-have—it’s how you drive upsell.

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From Ear Stacks to Layered Bracelets: Here’s How to Nail the Perfect Stack. A homepage shoppable video carousel that grabs attention.

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Shop the Look Picture Cards integrated into your editorial-style articles that sell while telling a story.

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Sauce TV—your brand’s own Netflix-style shoppable video hub. Showcase how-to and GRWM content that not only keeps customers engaged but boosts AOV by letting them shop the full look. This isn’t just content—it’s conversion fuel.
Credit: @saegeco

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3. Monica Vinader: Influencer-Led UGC That Sells

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What They’re Doing Right:‍

Monica Vinader doesn’t just use influencers—they turn them into customers, and their customers into influencers. This isn’t about A-list celebs; it’s about micro-influencers with engaged followings. These are people who make your customers feel like they’re buying from their best friend.

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A snapshot of Monica Vinader’s influencer strategy shows a ▲323% above average inbound performance, with 9,727 unique mentioners and 15.4K inbound posts. Sauce’s reporting and network listening tools give us a clear picture of how influencer collaborations are driving impact. From micro to mid-tier influencers like @alexisforeman, these partnerships not only boost reach but also deliver high-quality UGC that showcases their pieces, enhancing both content and distribution. This is how you leverage data to maximise influencer ROI.

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The Numbers:‍

Micro-influencers (those with 10k–100k followers) often drive 7% engagement rates —far higher than mega-influencers (Influencer Marketing Hub). Monica Vinader has leveraged this to turn social into a cash machine.

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Sauce streamlines the process of finding and evaluating influencers by tapping into a network of 69M accounts on Instagram. It doesn’t just look at follower counts— Sauce’s proprietary Reputation Index is the key to evaluating the true worth of influencers. By analysing the interests of their audience and the power of their reputation, Sauce monitors 69M Instagram accounts to identify which influencers are most aligned with your brand. This allows you to pre-audit collaborations, ensuring a data-backed forecast of ROI and driving more successful, high-impact partnerships targeted outcomes.

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How You Can Make This Work (Using Sauce):

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Here’s the play:

Mix micro-influencers for authentic UGC and mega-influencers for reach. Micro drives engagement, mega drives eyeballs—together, they maximise impact.

But it’s not just about numbers. You’ve got to target influencers whose audiences align with your brand’s story. For jewellery, it’s fashion no-brainers like OOTD (Outfit of the Day) and GRWM (Get Ready With Me), but don’t ignore beauty niches like ‘MorningRitual’ and ‘SkincareJunkie.’ If sustainability is part of your narrative, go after ‘SustainableFashion’ audiences.

Each group gets a tailored message that resonates. It’s about relevance, not just reach—higher engagement, more authentic connection, better results for your brand.

Here's an example of the Product Story Builder template: Tell your brand story inside the conversion funnel—not your company story, your customer’s product story. How do they first hear about your product? What actions do they take to see its value? And how does it deliver the benefit they’re after? Map that out, and you’re not just selling a product—you’re guiding them through the path to conversion.

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Here’s how to use the Influencer Content Builder: Start by identifying your audience’s core interests, then map out 3-4 topic hooks that align with those interests. Brief your influencers with these hooks, ensuring they connect authentically with their followers. Your brand cycles through these interest groups, showing up in their feed through influencers they trust, creating repeated, meaningful touchpoints that feel organic. It’s not just exposure—it’s resonance.

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• Find the Right Influencers with Sauce:‍

Sauce’s influencer marketing tools track branded engagement, showing which influencers bring real ROI. Forget about follower count—this is about on brand in market customer engagement and sales.

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