Jewel Ads to become AI-powered trade directory

Jewel Ads has announced it will transform into an AI-driven directory targeted solely at the UK jewellery sector.

The new directory of brandpages is designed to simplify industry networking among the country’s jewellery suppliers, retailers and designers, through AI-powered search technology that makes it easier for them to find each other.

The digital platform said its upgrade transitions its standard directory into an intelligent sourcing engine with an “intuitive” smart-search capability that does away with the difficulties of traditional searching, such as keyword matching.

By embedding advanced AI, it added, retail jewellers will be able to find specific products and services rapidly using colloquial language and complex questions.

For instance, it said instead of searching for “Birmingham gold casting”, users can now precisely ask for “high-end casting house in Birmingham that specialises in 18ct recycled gold and can handle bespoke one-off designs”.

By focusing exclusively on the UK market, Jewel Ads said it hopes to list 90% of UK trade suppliers, with over 800 already on the site.

Commenting on the site’s revamp, Jewel Ads co-founder Daren Daniels said: “We didn’t just want to build a bigger directory; we wanted to build a smarter one, and it will only get better over time as we add more information about suppliers to the directory brandpages and train the AI on each supplier.

“With 800+ UK suppliers, the scale is immense, and for a busy retailer, that can be overwhelming. Our new AI search tool acts as a digital concierge, processing complex trade needs to connect buyers with the right partners in seconds.”

Co-founder Michelle Daniels added: “This upgrade is about discoverability. Even the most niche UK specialists can now be found by anyone, anywhere. By providing a platform that is always on and incredibly easy to navigate, we are supporting the growth of over 900 businesses every single day.”