Luxury jewellers are rediscovering print catalogs as digital advertising costs rise and social media becomes less predictable. Pragnell, Elizabeth Gage, and Cassandra Goad are among established brands mailing glossy catalogs each autumn to prepare for Christmas sales, while younger designers like Lylie Jewellery are following suit with their first printed catalogs.

Digital marketing has become increasingly expensive, with cost per click rising 13% year-on-year on platforms like Google Ads. This has pushed smaller luxury brands to explore alternative marketing channels. Lylie Jewellery founder Eliza Walter reduced her digital marketing spend to £500 monthly while investing in a 50-60 page catalog that includes exclusive discount codes for tracking engagement.

Print offers a tactile, immersive experience that digital struggles to replicate in the luxury sector. FoundRae combines print and digital media, using catalogs to communicate brand philosophy alongside digital storytelling. Robinson Pelham has distributed annual catalogs for 25 years, finding them collectible among clients. The print industry has adapted with high-quality digital presses enabling small runs of 50-150 books at costs ranging from £250 to £1,250, making print accessible even for smaller brands.