For jewellers

Win the bespoke engagement brief. Then the watch service. Then the remake.

In-House is your AI marketing team. It actually wins the high-trust brief and the lifetime customer: ships your bespoke and 4Cs pages, runs the engagement-ring Google Ads, posts the custom-design journey from sketch to handover.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$2,500 to $4,000 / mo

Slow. Expensive. Removed from your business.

You get a glossy site refresh full of stock diamond imagery, a quarterly Google Ads report dominated by Pandora and Michael Hill keywords, and a contact who can't tell you the difference between an Asscher and an Emerald cut. Meanwhile Beverly Diamonds outbids you on every 'engagement ring [city]' search and the bespoke brief that should be yours walks down the road to a competitor with a better Instagram.

DIY tools

$120 to $250 / mo + your evenings

Cheap, but it just hands you a dashboard.

Shopify, Mailchimp, Later, Canva, a Google Ads account you opened the day after Christmas and abandoned by January. Cheap, but you photograph the custom-design sketches at 10pm, write the 4Cs blog over three Sundays, and never quite ship the 'lab-grown vs natural diamond' guide that would catch the careful researcher six months before they propose.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team writes the captions, ships dedicated pages for bespoke engagement, custom design, the 4Cs, lab-grown vs natural, watch service and estate jewellery, runs the 'bespoke engagement ring [city]' Google Ads, and posts the custom-design journey from sketch to handover. You design, you set stones, you approve the week.

The chains own the showroom search. You own the brief that takes six weeks.

The reality

Jewellers compete on a battlefield split four ways: Beverly Diamonds, Tiffany, Cartier and Michael Hill for the brand-led engagement customer, Pandora and Lovisa for the everyday silver gift, and a wave of online-only diamond sellers (Cullen Jewellers, Larsen Jewellery, Cushla Whiting) chasing the bespoke brief on Instagram. You can't outspend any of them and you can't out-brand Tiffany. What you can do is own the high-trust briefs they're structurally bad at: the bespoke engagement ring that needs three consultations, the inherited piece a customer wants remade for their daughter, the watch service the chain won't touch unless it's a Tag, the estate piece with a story. The jewellers that grow treat the chains as background noise and the customer who walks in with a Tiffany box wanting to upgrade as a five-year custom-design relationship they've already won.

What good looks like

Good jeweller marketing is three things, in this order: a high-trust page library that splits bespoke engagement, custom design, the diamond 4Cs (cut, colour, clarity, carat), lab-grown vs natural, ethical sourcing and GIA certification, watch service, and estate or remake, each written like the consultation conversation and ending in a private-viewing appointment booking link; a Google Ads campaign on 'bespoke engagement ring [city]', 'custom engagement ring [city]', 'watch service [brand] [city]' and the 4Cs education long tail that the chains overlook; and an Instagram Reel cadence built around the sketch-to-handover journey, the stone-setting close-up, the watch service before-and-after, and the estate-piece remake story. Add a 'book a private viewing' CTA that lives on every page and you've built the trust signal a Tiffany QR code structurally cannot replicate.

Beverly Diamonds and Tiffany own the brand search

The chains have national ad budgets, locked map-pack spots, and the recall a couple Googles first. You can't beat them on 'engagement ring' brand searches. You can beat them on the brief that needs three consults, the inherited piece, and the watch service.

Bespoke is a six-week sales cycle, not a click

A bespoke engagement ring brief takes three consultations, a CAD review, a wax model and a stone selection. The chain's 'choose from 12 settings' flow doesn't compete. But almost no bespoke jeweller has a dedicated custom-design page, a 4Cs education library, or a sketch-to-handover Reel series. The brief walks down the road.

One engagement ring is ten years of work

The customer who commissions a bespoke engagement ring buys the wedding bands, brings the watch in for service, remakes the inherited piece for the daughter, and orders the anniversary upgrade. The chains never see them again. You can, if the website explains how the relationship works.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a jewellery business sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/bespoke-engagement-ring-sydney

yourbusiness.com.au/bespoke-engagement-ring-sydney

New bespoke service page: 'Bespoke engagement rings, designed in our Surry Hills studio' H1, the three-consultation process walked through (brief, CAD, wax, set), real photos of recent custom rings, the 4Cs explainer linked, GIA certification noted, ethical sourcing statement, and a 'book a private viewing' CTA above the fold. Schema marks the page as a jewellery designer service. Indexed in 48 hours, ranking page 1 for 'bespoke engagement ring Sydney' inside two months.

One page per high-trust service

Advertising Agent

Live · Google Ads · bespoke-targeted, no broad bids

Ad · yourbusiness.com.au

Bespoke Engagement Rings · Sydney

Designed in our Surry Hills studio. GIA-certified diamonds, lab-grown or natural. Three consultations from brief to handover. Ethical sourcing, private viewings by appointment. Skip the showroom queue.

Skips the 'engagement ring' brand bids Beverly Diamonds will outbid you on

SEO Agent

Auto-applied · approval rules

Google Business Profile expanded with high-trust services

 Services list expanded from 5 to 26 (bespoke engagement ring design, custom wedding bands, CAD consultation, GIA certification, lab-grown diamond consultation, natural diamond sourcing, watch service Rolex, watch service Omega, watch battery replacement, estate jewellery valuation, remake of inherited pieces, ring resizing, pearl restringing, +13 more), 'by appointment' attribute added, primary category corrected from 'Jewellery Store' to 'Jewellery Designer', GIA and Jewellers Association of Australia membership posted to the profile. 

Live in your profile within the hour

Your direct line

Email Sam from the bench. The bespoke brief and the watch service flow in.

Sam is your AI Account Lead. Email Sam a Reel from this afternoon's stone-setting, a finished bespoke piece, a new vintage watch in for service, a Christmas private viewing event. Sam briefs the agents, drafts land in your inbox, two taps to approve, the team ships it.

A Reel from the bench or a finished bespoke piece A vintage or estate watch in for service A private viewing or trunk show to push live A new diamond shipment or signature collection A bad review you need a hand replying to

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

Got a 1928 Patek in for full service, also want to run a private viewing in November

Hey Sam, two things. First, just took in a 1928 Patek Philippe Calatrava for full service (movement clean, dial restoration, case polish, new strap), customer is happy for us to document it. Six-week job. Second, want to run a private viewing event in mid-November for engagement ring couples, ten couples, an hour each, champagne and a CAD consult on the night. Photo of the Patek attached.

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will ship a 'vintage Patek Philippe service' page tonight under the watch service section, with the 1928 Calatrava as the hero case study, plus a 'restoration journey' photo carousel for the six weeks. Advertising Agent will queue 'vintage watch restoration [city]' and 'Patek Philippe service [city]' as new keyword variants. Social Media Agent will draft a Reel cadence for the six weeks: arrival, dial removed, movement clean, dial restored, case polished, handover. On the November event: Web Agent will build a private-viewing booking page with the 10 spots; Advertising Agent will launch a 'bespoke engagement ring private viewing [city]' Meta ad three weeks out targeting your warm-customer retargeting list; Social Media Agent will draft a teaser Reel for the last week of October. Drafts in your inbox by 9am.

Preview the Patek and event pages

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the high-trust briefs the chains structurally cannot win (bespoke engagement, custom design, watch service, estate remake) and the lifetime customer relationship that compounds over a decade. Briefs the other agents so the service pages, the Google Ads, the Reels and the private viewing offer all push toward the considered customer who walks past Pandora on the way to your studio.

Answers: bespoke is a six-week sales cycle, not a click

Web Agent

Imports your existing Shopify, Squarespace or WordPress site so you stop paying for the agency hosting bill on top of the e-commerce plan, and makes shipping a new service or education page a five-minute job. Builds dedicated pages for bespoke engagement, custom design, the 4Cs, lab-grown vs natural, ethical sourcing, watch service per brand (Rolex, Omega, Tissot), estate remake, and a private viewing booking page, to your live site in two taps.

Answers: bespoke is a six-week sales cycle, not a click

SEO Agent

Goes through your live site for the things that actually move local jeweller rankings: 'bespoke engagement ring [city]' on the service H1s, jewellery-designer schema (not generic jewellery-store), GIA and JAA membership posted to the Google Business Profile, primary category corrected, internal links from the 4Cs guide to the bespoke page. Auto-applies the low-risk fixes; flags anything bigger.

Answers: beverly diamonds and tiffany own the brand search

Advertising Agent

Launches Google Ads on the high-intent queries the chains overlook ('bespoke engagement ring [city]', 'custom engagement ring [city]', 'watch service Rolex [city]', 'remake inherited ring [city]') and skips the broad 'engagement ring' bids Beverly Diamonds and Michael Hill will outbid you on. Runs a Meta retargeting layer for the 4Cs guide warm leads. Pauses spend during goldsmith holidays when the bench can't take new briefs.

Answers: beverly diamonds and tiffany own the brand search

Social Media Agent

Turns every sketch, every CAD render, every stone-setting, every watch service before-and-after into a Reel in your real accounts: the brief consult, the wax model, the diamond on the loupe, the customer collecting the ring. Builds the trust signal Tiffany's stock photography never will. You film 30 seconds at the bench, the agent drafts the caption in your voice, you approve.

Answers: one engagement ring is ten years of work

Content Agent

Drafts the long-form pieces couples Google before they commission: 'the diamond 4Cs explained: what actually matters', 'lab-grown vs natural diamond: an honest comparison', 'how much should you spend on an engagement ring in Australia', 'what is GIA certification and why does it matter', 'remaking an inherited ring: a step-by-step guide'. Two drafts a month, in your voice, that pull in the careful researcher six months before they propose.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

9-minute onboarding wizard, then your agents go live in your real accounts.
Your existing site imported. Hosting and CMS bills cancelled by Friday of week 1.
Bespoke engagement, 4Cs and watch service pages drafted and indexed by day 7.
Google Ads ready to launch on 'bespoke engagement ring [city]' by day 10.
Google Business Profile flipped from 'Jewellery Store' to 'Jewellery Designer' by day 3.
Every approval from your phone at the bench, two taps, between settings, no calls, no meetings.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Site imported, hosting and CMS bills killed
Annual plan around bespoke engagement and the lifetime customer delivered by Sam
Google Business Profile recategorised as Jewellery Designer, GIA and JAA posted
Three high-trust pages indexed (bespoke engagement, 4Cs, watch service)
Google Ads live on 'bespoke engagement ring [city]' and 'watch service [brand]'
First fortnight of sketch-to-handover and stone-setting Reels queued in your voice
Jewellery-designer schema and GIA certification posts shipped
'Lab-grown vs natural diamond: an honest comparison' drafted for approval

The bottom line

Independent jewellers don't lose to Beverly Diamonds or Tiffany on craft. They lose because the couple who'd commission a bespoke engagement ring searches 'engagement ring' first, sees the chains, and never finds out you exist. The fix is not a louder showroom; it's a high-trust page library that ranks on the bespoke and 4Cs long tail, a sketch-to-handover Reel cadence that proves the work, and a private viewing offer that turns the considered customer into a ten-year relationship the chains will never see again.

Agencies are too dear to actually run the bespoke pages, the 4Cs guides and the stone-setting Reel cadence for $3.5k a month. Tools are cheap but the 'lab-grown vs natural diamond' explainer stays on your to-do list. In-House is the third option: for $299 a month the agents ship the pages, launch the bespoke ads, post the sketch-to-handover Reels, and keep your Google Business Profile beating Pandora and Michael Hill in your postcode. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the brief that takes six weeks to a showroom QR code.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

Can a small studio really outrank Beverly Diamonds and Tiffany on engagement ring searches?

On the broad 'engagement ring' search, no, those names have years of brand authority and seven-figure ad budgets. On 'bespoke engagement ring [your city]', yes, and almost always inside a few months. On the 4Cs education long tail ('lab-grown vs natural diamond Australia', 'how much should I spend on an engagement ring') the chains barely compete because their content strategy is showroom-led, not education-led. Fifteen high-trust pages plus a complete Google Business Profile beats one Beverly Diamonds landing page on the long tail, every single time.

Will the Reels and captions actually capture the craft? We're not a flat-lay aesthetic studio.

They will sound and look like you, because the Social Media Agent learns from your existing posts during onboarding and you approve every draft before it ships. You film 30 seconds at the bench (a stone going into a setting, a wax model on the rotary, a customer collecting their ring), the agent drafts the caption from what's in the footage (the carat, the cut, the customer's story if you have permission), you approve in two taps. Voice updates with every correction.

We do mostly watch service, not engagement rings. Does this still work?

Yes, and arguably better, because watch service is more concentrated and easier to dominate locally. The Account Lead asks during onboarding which work pays the rent and weights the marketing accordingly. Watch service gets the page-per-brand treatment (Rolex service [city], Omega service [city], Tissot service [city], vintage watch restoration), and ads target the same. The chains barely service anything outside their own brand, so the long tail is wide open. Social posts feature the watchmaker bench, the before-and-after movement clean, the case polish.

We sell ethically-sourced and Argyle-replacement diamonds and want to push the ethical sourcing story. Can it lead with that?

Yes. The Account Lead briefs the other agents to make ethical sourcing and the GIA / IGI certification trail the headline trust signal across the bespoke pages, the 4Cs guide, and the Reel cadence. The Content Agent drafts an 'ethical diamond sourcing in Australia' guide. The Advertising Agent runs a long-tail ad set on 'ethical engagement ring [city]'. It becomes a moat against the chains, which can't credibly tell the same story about their stones.

I'm at the bench all day. How does the approve-the-week bit work?

Two taps on your phone between settings, usually when the wax is curing or the polish is going. You see what the agents drafted (a service page, four social posts, two ad changes), tap approve or tweak, done. The whole week's queue takes about ten minutes. Anything urgent (an ad pause, a bad review needing a response) sends a notification.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported site, your service pages, the Google Business Profile work, and the social grid. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.