Product Launch Email for Jewelry Brands

A jewelry launch is a considered purchase, not an impulse buy. The email has to sell the metal, the maker, and the scarcity, then land one click before the buyer tabs over to a competitor atelier launching the same week.

Trigger and timing. Send to warm subscribers, not a cold blast. Run a three-email arc. Email one goes to the waitlist twenty-four hours before public launch, subject line "You are first for Aurelia." Email two is the public launch on a Tuesday or Wednesday at 10am local, when luxury inboxes are quietest and the buyer is at a desk, not a phone. Email three is a last-call or sold-out send at seventy-two hours, pushing non-buyers to the waitlist for the next edition. For VIPs, gate early access behind a Klaviyo profile property like tier = collector and open the collection forty-eight hours early. That early window converts three to five times higher than the main list. Protect it.

The offer. Never discount a fine jewelry hero. A 15 percent code on an $1,800 average piece trains buyers to wait and reads as clearance. Use one of four offers instead: early access (the waitlist sees the collection first), complimentary insured shipping, a sixty-day return window instead of the standard thirty, or complimentary engraving and a GIA appraisal included. Each reads as service, not a markdown. Lead with scarcity that is real. If you cast two hundred signed pieces and will not recast the edition, say so. FTC guidance treats fabricated scarcity as a deceptive practice, and your core collector audience can tell the difference.

The copy angle. Provenance sells jewelry, adjectives do not. Name the metal and its origin first: "Cast from certified recycled 18k gold, hand-finished in our Florence atelier, set with conflict-free stones graded by GIA." One or two material facts outperform three paragraphs of "timeless elegance." Match every claim to the hallmark and the certification file. "Visibly brightens the look of the skin" is a cosmetic line. "Hypoallergenic" needs the nickel-free test to back it. Subject line: "Introducing Aurelia, in limited release." Preheader: "Cast from recycled 18k gold. Two hundred signed pieces." Hero line: "The Aurelia collection, cast in 18k recycled gold."

The CTA. One button, one verb. "Shop the Collection" or "Discover Aurelia," not "Buy now." Point it straight at the collection page, never the homepage. Resist stacking "Read the story," "Book a fitting," and "View on model" as competing buttons. Multiple CTAs split a two-hundred-piece inventory across low-intent paths. Repeat the same button once after the materials copy, then stop.

Real numbers. A mid-size independent house moves fifty to three hundred pieces of a new collection in launch week at an $1,200 to $2,200 median ticket. Email drives twenty-five to forty percent of launch-day revenue, and the waitlist early-access send alone can clear the first fifty pieces. If open rate on the engaged segment sits under twenty-two percent, the list is the problem, not the email. Jewelry buyers forward launch emails to partners, so keep the forward-to-a-gift-buyer path clean: one CTA, one collection URL.

Jewelry buyers open the launch email in Gmail on iPhone, Apple Mail in dark mode at night, and Outlook on a work laptop. The HTML has to hold in all three. Here is what sits under the hood.

Nested tables, not divs. The whole layout is built from table, tr, and td. Outlook 2007 through 2021 render mail in the Word engine, which ignores flexbox, grid, and most div styling. Gmail strips CSS classes it does not recognize. A table-based layout renders the same in both. Each section is one 600px table, each column is a nested table, and the columns stack on mobile through a single media query.

Inline CSS on every element. Gmail clips the head style block for non-Apple clients, so it only reads styles that live directly on the tag. Every color, font size, and padding value is inline. MJML compiles to this automatically. If you hand-edit, keep the styles inline or Gmail drops them silently and your champagne gold turns default blue.

A bulletproof button for Outlook. The Word engine does not support border-radius or padding on an anchor tag, so a normal button arrives as a flat rectangle with the text jammed against the edges. The fix is VML. The CTA outputs an mso roundrect wrapped in a v:textbox, which draws a real shape with real padding that Outlook can click. The gold fill and the click target both survive.

Live text, not image text. The headline, the materials story, and the edition size are real text, not burned into a JPEG. Gmail and Outlook block images by default on first open, and Gmail web clips emails over 102kb. Live text loads instantly, reads aloud to screen readers, and keeps the file small. Only the hero product shot and the wordmark are images.

Dark mode and the color-scheme meta. Apple Mail and iOS Mail auto-invert backgrounds, and without intervention a warm ivory page flips to a muddy gray and the champagne gold goes dull. A color-scheme meta in the head (content="light dark") plus a supported-color-schemes style tells the inbox which palette to honor. A single prefers-color-scheme query swaps the page and card backgrounds for warm dark tones so a white card does not flash against a black inbox at 11pm.

One mobile media query. A single max-width: 480px block stacks the hero, widens the gold button to thumb size, and bumps the body text from 15px to 17px. One query keeps the file under the Gmail clip threshold and avoids the rendering bugs that multiply with every breakpoint.

Web font fallbacks. The editorial display type loads in the head with a fallback stack of Cormorant Garamond, Georgia, Times New Roman, serif. Gmail strips web fonts entirely, so the fallback has to look intentional. Georgia carries the luxury serif character even when the custom face does not load, and the sans labels fall back through Helvetica Neue, Arial, sans-serif.

1. Copy the exported HTML from Mailwright, or compile the MJML on this page and copy that output.

2. In Klaviyo, open Campaigns and create a new email. Click Import HTML and paste the full document. For a flow email instead of a campaign, drop an HTML block into the drag-and-drop builder and paste the source into it. Leave "Convert categories to text" off so merge tags stay raw. Klaviyo keeps your head and body intact.

3. In Mailchimp, start a campaign, choose Email, and under Design your email select Code your own, then Paste in code. Drop in the HTML. Mailchimp flags any tag it does not support, but table-based email with inline CSS passes cleanly.

4. Swap the brand assets. Replace "Maison Velaire" with your house name in the top bar and footer, swap the hero image URL for your collection shot on a consistent ivory or warm-gray sweep, and replace the three link URLs (hero, CTA, unsubscribe) with your store's. Update the four hex values: #B08D43 is the gold accent, #F6F1E7 the ivory page, #FFFFFF the card, #1A1714 the ink. Every color is inline, so find and replace re-skins the whole email in under a minute.

5. Wire the jewelry merge tags. In Klaviyo, swap the greeting for {{ first_name|default:"collector" }}, point the CTA at the collection URL or a dynamic catalog block that carries the variant and the waitlist priority parameter, and add an engraving personalization line like "Engraved for {{ first_name }}" on the product page only. Route the appraisal and insured-shipping microcopy through your fulfillment partner so the real carrier and coverage show. In Mailchimp the equivalents are *|FNAME|*, *|PRODUCT_URL:Aurelia Necklace|*, and the connected products block. Set the footer to {{ unsubscribe_url }} and {{ update_preferences_url }} in Klaviyo, or *|UNSUB|* and *|UPDATE_PROFILE|* in Mailchimp. UTM the CTA: ?utm_source=klaviyo&utm_medium=email&utm_campaign=aurelia_launch&utm_content=collection_cta.

6. Test before you send. Run a render test through Email on Acid or Litmus across Gmail web, the Gmail app on iOS and Android, Apple Mail 14 and 15 in light and dark, Outlook 365 and Outlook.com on Windows, and Yahoo. Toggle iOS dark mode and confirm the gold button stays gold in Outlook, the ivory background does not invert to gray in Apple dark mode, and the columns stack on a 360px-wide Android screen. Send yourself a live test on your own phone before scheduling, and check the hallmark close-up image is legible at thumb size.