What Jewelers Should Know About GoWish Ahead of the Holidays

By Brittany Siminitz | November 10, 2025

Have you heard of GoWish? The shopping and wish list app, which was launched in 2015 by the Danish-Swedish national postal service (under the name Ønskeskyen) before spinning off to an independent tech company in 2020, had its best day yet in the U.S. last week, hitting No. 2 in the App Store.

According to a report from TechCrunch, GoWish now has at least 13.6 million registered users—double its number a year ago.

The premise of the app is pretty simple (and so useful you might wonder why it isn’t on everyone’s phone): Users can create multiple wish lists, for themselves or others and for different occasions. Items can be added in two ways—by browsing through GoWish’s inspiration feeds or by copying and pasting product links. When users are ready to make a purchase, they can visit retailers’ websites directly from the app at the tap of a button.

For advertising purposes, GoWish does offer brand partnerships; the app says that more than 3,000 online shops have partnered with it. But a retailer or jewelry brand needn’t pay to advertise on GoWish to take advantage of the app’s popularity. They could install GoWish “Wishbuttons” on their product pages, allowing consumers to add those items to a wish list with one easy click.

Wishbutton installation is free for Shopify users, but premium plans are available as well. Benefits include product matching, price drop and in-stock notifications to users, the opportunity to showcase products on the app’s Gift Generator, and a partner dashboard from which to glean consumer insights, according to GoWish.

Another no-cost way to seize on GoWish’s popularity is to just sign up for an account and have a presence on the app, allowing consumers to find you there. On social media and in other holiday marketing, tip a hat to GoWish by suggesting users add your products to their lists on the app (the most tech-savvy shoppers should appreciate it).

For brands with wiggle room in their budget, a GoWish partnership gets you access to some good data discovery in the dashboard. You’ll be able to see the most wished-for items, gaining intel on the season’s hottest items (and if you have those in stock, you can start pushing them in communications). With marketplace exposure inside the app, a jeweler can reach new audiences and increase their brand recognition.

We don’t need any data to know that jewelry is always one of the holiday season’s most-sought items, but even when people put it on their wish list or look around to buy a piece for someone else, purchases don’t necessarily happen. Encouraging customers to update their wish lists via GoWish (or otherwise) can help ensure that people find what they really want—that you offer—this holiday season.