Here’s How Jewelers Are Using AI Right Now

By Brittany Siminitz | October 13, 2025

Are you using AI for your business? When I posed that question to jewelers in a highly unscientific Instagram poll, 62% responded yes.

If you haven’t dabbled in an app such as ChatGPT, you may be surprised to learn what a handy tool it can be for daily tasks or even just for getting answers to questions without having to paw through Google search results. The key word here is tool—we aren’t looking for a replacement for human work (especially in an industry filled with such talented and creative people), but AI can be used for help when appropriate.

This is where things get a little tricky. Yes, AI may take some job opportunities away from copywriters, photographers, artists, and others. From the point of view of a growing business, however, it offers a lifeline, allowing that small brand to get quality content out there if it cannot afford to hire a professional to create it. AI can do for free what a jeweler would have to pay someone to do, such as writing website descriptions—though, to be clear, it does need thoughtful input from the jeweler and copyediting, fact-checking, and possibly rewriting.

When asked what specifically they use AI for in their everyday business, jewelers gave me varied responses, including advertising, imagery, drafting website copy, and helping to write newsletters. But answers from those who use AI generally reflected the same sentiment: Small brands and indie designers can’t do it all, and AI will help them focus on the core aspect of their business—designing jewelry.

Below, some insights from industry members on how they’re using AI in their businesses right now.

“I think [using AI] is about time and inspiration for writing—I write the text myself and then put it through AI. It’s like doodling, I guess,” says Netherlands-based jewelry designer Sarah Kobak. “I am best at making jewelry, but love connecting with my followers and clients. Sometimes I can’t find the right words when it comes down to a post on social media or how to describe certain situations, and then AI helps me connect the dots. It often comes up with ways of writing that I didn’t think of.

“I have always loved to write, and I love how it can make a connection between people, but sometimes I love that AI helps me rethink how I want to describe things or how to take the reader into the story I am telling. Especially within the jewelry business, connecting is key,” Kobak adds.

“I’ve started using ChatGPT instead of a copywriter,” says Ellie Lee, designer for Ellie Lee Fine Jewelry. “It helps me with product names, descriptions, and proofreading, but I always review and write most of the content myself to keep it true to my voice and authentic. It also comes in handy for quick bookkeeping and tax questions.”

New York– and Paris-based jeweler Josefina Baillères tells us that AI “helps with writing because it understands our clients and philosophy. It flags when something important is missing in our communication and keeps us from forgetting key details since there’s so much to cover as a small brand. For content creation, it gives us room to experiment and express ideas visually as a small brand that can’t always rely on big photo shoots.”

Leto Lama, founder of her eponymous London-based brand, utilizes ChatGPT for several areas of business, and says she has managed to produce a lot more jewelry thanks to its taking other tasks off her hands. “It really saves time to focus more on what matters for me, which is creativity and production,” Lama says. “I used to spend a lot more time thinking of captions and rephrasing them, and AI helps me receive polished versions of what I think instantly. I get stuck with content, story, and reel ideas for social media, and ChatGPT gives me tons—even if not everything is relevant, I get inspired as I am often stuck.”

AI serves the designer in jewelry production as well. “I used to provide sketches and stone arrangements only to clients for bespoke jewelry orders,” explains Lama. “Now I can provide them with more realistic renders quickly. It looks great, and I would normally have to hire a professional for this. I work on metal directly and recycle gold, AI helps me with the calculations to achieve the desired purity.”

Jocelyn Prestia, founder of Unhada, says, “I believe the process of storytelling is almost meant to be formed like a collage, where you began layering different elements to tell your story. AI is just another layer in most ways.

“With AI, it’s a tool almost like another program in graphic design to come up with rich imagery. Sometimes I use AI imagery to convey the worlds of Unhada, and sometimes I use it as an element that fits into a larger story,” Prestia says, noting her limits with AI: “I do not use it myself day-to-day, only when I’m working on marketing and creating images. I’ve hired people to do it mostly, and for them it seems to be a time-saver, but I’ve also seen it breed laziness where the person lets the AI do all the work and thinking, so I’m very careful of this.

“I don’t want our species to become futile and let our brains cease to continue learning or evolving. I never use it to write, only as an editing tool, and this is a big time-saver.”

(Image: iStock)