Handmade jewelry products are unique, original and take a lot of time and artistic vision to create. And reaching the right customers with the right message and offer is crucial to grow in this space. Luckily, it’s easier than ever to find your perfect target market for handmade jewelry!

This post gives you a sort of target market template which you can further customize to match your specific audience. I also go over some crucial business growth points, such as building brand, retargeting and scaling.

So I’m totally psyched to have you here and I hope that I can give you real, actionable value for your jewelry business!

This post will be using Facebook and Instagram for its expansive targeting capabilities. I mean, with over 2.6 billion active users on Facebook alone, reaching virtually any audience or niche is an exciting opportunity for businesses of any size.

And since the targeting options for handmade jewelry are pretty extensive, customizing your campaigns is well within reach, ultimately helping to optimize your marketing strategy. So let’s take a look at what’s covered in this article.


  • Step 1: Exploring Audiences With The Facebook Business Manager
  • Step 2: Initial Targeting & Building Saved Audiences
  • Step 3: Narrowing Your Audience, Using Suggestions & Layering
  • Step 4: Testing Audiences & Scaling
  • Conclusion

Step 1: Exploring Audiences With The Facebook Business Manager

Finding your perfect target market to sell your handmade jewelry to requires a multi-faceted approach and strategic approach. It’s vital to understand exactly who you want to reach and their interests, values, demographics and problems or pain points.

This information will guide your marketing campaigns and targeting.

For example, let’s say your handmade jewelry is all sea or boat inspired and uses organic hemp. In this scenario, your target market include people who like boats and nautical things and who’s values are likely environmental and relate to sustainability.

As you can see with the above example, niching down and reaching a specific target market is vital for marketing success. That is to say, if you try to target everyone, you’ll likely target no one.

So we’ll be using Facebook’s Business Manager for targeting, mostly because of its extensive library of customer data and its ability to build highly customized audiences. After all, Facebook has well over 2 billion active users!

Plus it’s a totally free platform to use!

So even if you don’t use Facebook or Instagram ads (which I definitely recommend), the targeting insights you can get from the platform cannot be understated.

So let’s do a quick walk though on how to find and use the targeting data inside the Facebook!

Step 1: Go to the Audiences section


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Audience size is an important metric to keep an eye on. An audience that’s too small can be just as bad as an audience that’s too large. As a general rule of thumb, try to aim for an audience size between 500,000-3,000,000.

Although, take note that this rule can absolutely be broken. Don’t be afraid to adjust the numbers according to your specific objectives and targeting limits (for example, if you’re only reaching people within a 25-mile radius of a small town).

Step 2: Initial Targeting & Building Saved Audiences

So I’ll be moving forward with Facebook/Instagram ads for this post. But again, you could also take this information and apply to other platforms or strategies such as Pinterest, YouTube, search engine marketing or content marketing and search engine ranking via SEO.

So after you’ve started gathering different targeting data, you can start to save those audiences for later use. You can create as many audiences as you’d like, which is incredibly useful for testing and optimizing your online marketing (see step 4).

OK, so once you feel confident with a saved audience’s targeting parameters, you can simply hit the _____ button towards the bottom to finish. From here, you can start creating more new saved audiences with fresh targeting details.


Remember, all of these will be saved to your account and available to use in any future campaigns.

Alright, now let’s talk about some great targeting options for handmade jewelry!

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It’s crucial to clearly identify your brand and your unique story or angle. This will be your competitive edge and your differentiating factor.

Remember, people want to connect with brands that understand them, their values and their interests or community.

In this way, strive to align your targeting with your messaging, brand and values.

Building brand and relationships should happen before selling – especially to cold audiences who’ve never heard of you. Read more about building brand as an artist here!

Step 3: Narrowing Your Audience, Using Suggestions & Layering

After establishing some initial targeting parameters, we can further narrow down our audiences by layering interests on top of each other and excluding certain people or interests.

Conversely, we can also expand our targeting by including more relevant targeting aspects – for example, if our target market audience size is too small (you can always find the audience size in the top right corner of the pop up screen).

Recommended Read: Full Guide On How To Target Art Buyers [+ Geotargeting Hack]

Step 4: Testing Audiences & Scaling

Testing is essential to truly understand what works and what doesn’t. It’s a foundation to optimizing your campaigns, budget and marketing as a whole. So what does testing target markets really entail?

For our purposes here, this just means creating multiple saved audiences (in the Facebook Business Manager) all within a campaign. We can further test multiple ads for each audience by changing the creative (such as video versus image) or using different copy, messaging or calls to action.

The simplest way to do this is by first creating each target audience you’d like to test (by building saved audiences like we did above). From here, you’ll create a new campaign and select one of the audiences to start with.

You’ll then move forward and create the ad itself by selecting the creative(s), writing the copy and deciding on a call to action (such as “Learn More” or “Shop Now”).

From here, simply go the ad set level within your Facebook Business Manager, hover over the audience you just used and select the duplicate option that shows.

Within that pop-up screen, make sure to assign the duplication to the same campaign, which will keep things organized.

Then, you’ll want to open this newly created ad set, scroll down to the audiences section and simply swap out the audience to your next test market.

Everything else (including the ad creatives, messaging and campaign objective) will remain the same. So the only thing we’re doing is changing the audience for testing purposes.

Once you launch your campaigns, the Facebook algorithm will go out and test each of these ad sets to find the best performing one.

It’s good to wait at least 3 days after initially launching a new campaign before making any changes. This way, the algorithm has enough time to really go out, gather data, test and optimize.

After a few days, this is when you can start pausing the under-performing audiences or ad variables and scaling the winning ad sets (by increasing their daily ad spend/budget).

This is essentially scaling and optimizing Facebook ads in a nutshell.

Of course, if you’re new to online advertising and social media marketing, some of this may be overwhelming. So if you have any questions at all, feel free to leave a comment or reach out directly, I’d be more than happy to help answer any questions!

Finally, before we wrap up here, I’d like to lay out some more general – but crucial – things to keep in mind for growing your business and audience loyalty:

  • Understand your target audience(s) exactly
    • Always be testing, researching and asking for feedback, either directly or with polls and quizzes
  • Have a content/marketing plan that consistently brings value (not a take/sell-first approach)
    • Value can be something educational, entertaining and/or inspiring
  • Focus on building brand identity, trust and authority
    • The strongest differentiating factor is brand
    • What’s your unique story, business angle or business/product aspect?
  • Use compelling, customized offers
  • Understand and using retargeting strategies
    • The rule of 7 indicates that it can take up to 7 points of contact before a new prospects converts into a qualified lead or sale!
    • This means any target markets that are unfamiliar with your brand likely will not buy from you after the first point of contact
    • Read more about how to use remarketing here!
  • Use modern marketing tools and audience research resources

Recommended Read: 5 Keys To Building Brand As An Artist


This post reviewed practical and actionable strategies for finding your perfect target market for handmade jewelry. We discussed how to build saved audiences, test different markets and scale campaigns.

Although digital marketing strategies can get pretty advanced and technical at times, staying grounded with the simple less is more mindset helps to keep things in perspective.

Just remember, always be adding value to your end consumer and focus on starting/strengthening relationships and building brand. Online success is a marathon, not a 400 meter dash.

Let me know in the comments, what’s the hardest part about selling handmade jewelry online?

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