Gemvara uses Pinterest as a lead generator and service tool
Posted: Thu May 29, 2025 5:44 am
Nowadays, inspiration is not only found in (online) stores. Consumers are increasingly inspired by online trendsetters, friends or other peers via social discovery sites: social networks where users share specific interests, meet new people and learn new things. They discover products and services that their social connections recommend. Three examples of this digital trend and its impact on e-commerce.
Discover, inspire and (sell) buy!
At the heart of social discovery is not so much sharing what we do, but sharing what we think about something. list to data aspect makes it interesting for e-commerce purposes. Social discovery sites are ideally positioned to promote products and services. This implies an interesting opportunity for conversion and sales. Something that is often lacking in traditional social networks.
Engaged fan base
Gemvara shows how a social discovery platform like Pinterest can be used as a service tool and lead generator. Gemvara is an online retailer where consumers can make and buy jewelry themselves. The social network Pinterest plays an important role in the company. Pinterest helps the retailer build an engaged fan base, says Brian Kalma, chief experience officer at Gemvara. “We want to have a conversation where the user is by posting meaningful and inspiring content.”
A few times a day, Gemvara creates a board on Pinterest where shoppers can see how they can customize the webshop's products. For example, they show how using platinum can change the look of a ring. In this way, Gemvara uses Pinterest to present products in an interesting and inspiring way. In addition, customers themselves regularly pin the products they make, so that a visitor can see what other Pinterest users have made in terms of engagement rings, necklaces and other jewelry.
Pinterest helps customers discover Gemvara. A substantial part of the retailer's traffic comes directly from the social network, making it one of the largest non-paid traffic sources. It is also striking that visits from the social network have a higher conversion rate than any other traffic source.
Discover, inspire and (sell) buy!
At the heart of social discovery is not so much sharing what we do, but sharing what we think about something. list to data aspect makes it interesting for e-commerce purposes. Social discovery sites are ideally positioned to promote products and services. This implies an interesting opportunity for conversion and sales. Something that is often lacking in traditional social networks.
Engaged fan base
Gemvara shows how a social discovery platform like Pinterest can be used as a service tool and lead generator. Gemvara is an online retailer where consumers can make and buy jewelry themselves. The social network Pinterest plays an important role in the company. Pinterest helps the retailer build an engaged fan base, says Brian Kalma, chief experience officer at Gemvara. “We want to have a conversation where the user is by posting meaningful and inspiring content.”
A few times a day, Gemvara creates a board on Pinterest where shoppers can see how they can customize the webshop's products. For example, they show how using platinum can change the look of a ring. In this way, Gemvara uses Pinterest to present products in an interesting and inspiring way. In addition, customers themselves regularly pin the products they make, so that a visitor can see what other Pinterest users have made in terms of engagement rings, necklaces and other jewelry.
Pinterest helps customers discover Gemvara. A substantial part of the retailer's traffic comes directly from the social network, making it one of the largest non-paid traffic sources. It is also striking that visits from the social network have a higher conversion rate than any other traffic source.