Industry
Jewellery video ads: show the real size of the piece
The jewellery video ads that work best show the piece being worn and say how big it really is. Buyers often suspect a piece is smaller than the photo suggests.
In short
- The best jewellery video ads show the piece being worn and say how big it really is.
- A comparison like "about the size of a grain of rice" is easier to picture than a size in millimetres.
- Gift buyers want to know who a piece suits, so say that out loud too.
- For December, make your ads in October, so you have time to try several before the rush.
- Cutroom turns a phone video of you talking into a finished, captioned vertical ad. Your first video is free.
What makes a good jewellery video ad
A good jewellery ad shows the piece on a person and answers the size question. These are the parts it needs.
- The piece being worn, on a real neck, wrist, ear or hand.
- Its size, said with a comparison anyone can picture.
- Where it sits, such as right at the collarbone.
- What it is like to wear, such as whether it catches on knitwear or spins round.
- Who it suits, which helps people buying it as a gift.
- A close-up of the stone or metal catching the light, and captions for people watching with the sound off.
Jewellery video ad ideas
Each question a buyer has about a piece makes one short ad.
- Make two versions of each ad: one for someone buying a gift, and one for someone buying for themselves. They ask different questions.
Buyer questions and what to say
| Buyer's question | What you say |
|---|---|
| How big is it? | "About the size of a grain of rice" |
| Where does it sit? | "Right at the collarbone" |
| How thick is it? | "About as thick as a paperclip" |
| How heavy is it? | "About the weight of a coin, so you forget you have it on" |
| Does it catch on clothes? | "It catches on knitwear, so wear it over a shirt" |
| Is it a good gift? | Who it suits, and what it goes with |
Buyer's question: How big is it?
- What you say
- "About the size of a grain of rice"
Buyer's question: Where does it sit?
- What you say
- "Right at the collarbone"
Buyer's question: How thick is it?
- What you say
- "About as thick as a paperclip"
Buyer's question: How heavy is it?
- What you say
- "About the weight of a coin, so you forget you have it on"
Buyer's question: Does it catch on clothes?
- What you say
- "It catches on knitwear, so wear it over a shirt"
Buyer's question: Is it a good gift?
- What you say
- Who it suits, and what it goes with
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
When to make jewellery ads for gifting seasons
Christmas, Valentine's Day and Mother's Day are the big gifting seasons for jewellery. Make those ads early, so you have time to try several.
- Film December ads in October, so you can try several before the busiest weeks.
- Film Valentine's Day ads in early January.
- Film Mother's Day ads about six weeks ahead. It falls in March or early April in the UK and in May in the US.
- Make several ads for each season, not one. In Motion's study of 550,000+ Meta ads, only 5 to 8% of ads became winners, roughly one in every 13 to 20 ads.
How to film a jewellery video ad
Film on a phone, next to a window, with the piece on.
- Turn the piece slowly in window light, so the stone catches the light.
- Film the close-ups as separate short clips, so you can use them in every ad.
- Film gold and silver in daylight, because the colour of the metal is part of what people buy.
Filming a jewellery ad
Put the piece on
Neck, wrist, ear or hand
Say how big it is
In one go, facing a window
Film close-ups
Light moving across the stone
Edit and add captions
Vertical, for Reels, TikTok and Shorts
Making the ad in Cutroom
Cutroom does the editing. You upload the video of you talking about the piece, up to 3 minutes. A finished vertical ad comes back in about a minute.
- Cutroom adds captions timed to your voice and drafts a headline for the opening. On Punch and Native it also shortens the pauses.
- Upload your close-ups once. Pick the words where you describe the stone, and the close-up plays over exactly those words.
- You can give the size comparison its own caption style, so it stands out even with the sound off.
- Your close-ups never take over the ad, so the piece you are wearing is on screen for about half the video or more.
- Cutroom does not colour-correct footage, so film yellow gold and rose gold in good light.
What a finished ad looks like
A headline at the top, a close-up in a small tilted frame while you keep talking, and captions on screen.
What a jewellery video ad costs
In Cutroom, a 30-second ad costs 110 credits: 100 to edit it and 10 to export it.
- Ten ads, one for each piece, cost 1,100 credits.
- Twenty ads for December cost 2,200 credits, which fits in one month of Basic.
- You pay Meta or TikTok separately to show the ad.
Cutroom plans
| Plan | Price | Credits | 30-second ads |
|---|---|---|---|
| Free | $0, no card | 600, for one video | 1, made within 7 days, with a watermark |
| Lite | $19.99 a month | 1,250 | About 11, no watermark |
| Basic | $39.99 a month | 2,500 | About 22, plus AI presenters and music |
| Premium | $79.99 a month | 5,000 | About 45 |
| Top-up | $39.99 once | 2,500 | About 22 more |
Plan: Free
- Price
- $0, no card
- Credits
- 600, for one video
- 30-second ads
- 1, made within 7 days, with a watermark
Plan: Lite
- Price
- $19.99 a month
- Credits
- 1,250
- 30-second ads
- About 11, no watermark
Plan: Basic
- Price
- $39.99 a month
- Credits
- 2,500
- 30-second ads
- About 22, plus AI presenters and music
Plan: Premium
- Price
- $79.99 a month
- Credits
- 5,000
- 30-second ads
- About 45
Plan: Top-up
- Price
- $39.99 once
- Credits
- 2,500
- 30-second ads
- About 22 more
Questions people ask
- How do I show the size of jewellery in a video ad?
- Wear it and compare it to something everyone knows, like a grain of rice. Say where it sits, such as at the collarbone. A size in millimetres is hard to picture.
- When should I make jewellery ads for Christmas?
- In October. That leaves time to try several ads before the busiest weeks of December.
- Can my close-up sparkle shots go in the ad?
- Yes. Upload them to your Cutroom library, then pick the words where you describe the stone. The close-up plays over exactly those words.
- Does Cutroom colour-correct my footage?
- No. There is no colour correction, so film gold, silver and stones in daylight.
- How much does it cost to make a jewellery video ad?
- In Cutroom, 110 credits for a 30-second ad. Basic is $39.99 a month for 2,500 credits, about 22 ads. Your first video is free, with no card.
Put the piece on, say how big it really is, and get a finished ad back. Your first video is free.