Jewellery marketing is undergoing a clear shift. Instead of relying on celebrity faces, brands like Giva and Palmonas are scaling through nano creators-small influencers with 1K–10K followers who bring relatability and trust.

The core strategy is rooted in authenticity. Nano creators produce everyday content-college outfit styling, “get ready with me” reels, and casual jewellery hauls-that feels like a friend’s recommendation, not an ad. This is exactly what Gen Z responds to.

Giva builds its campaigns around the idea of “everyday luxury.” It seeds products to multiple nano creators who showcase how minimal jewellery fits into daily routines—classes, coffee runs, and casual outings. This creates consistent, lifestyle-driven visibility.
Palmonas, on the other hand, uses a more pop-culture-led approach. Its campaigns lean into nostalgia and meme culture, where creators remix brand content into relatable jokes, street-style interviews, and festival looks-making campaigns feel organic and shareable.

A key tactic here is creator layering. Brands don’t rely on just one tier-they combine nano creators for trust, micro-creators (10K–50K) for reach, and a few known faces for visibility. Campaigns often start with teaser drops on Instagram Reels, followed by contests like “wear your story,” encouraging users to create and share their own looks.

Another smart move is campus-focused seeding. By targeting private universities and youth communities, brands create hyper-local buzz that spreads quickly through peer networks.

The result is clear-higher engagement, stronger brand recall, and significantly lower costs. For jewellery brands today, growth isn’t about going bigger-it’s about going more real.