2014 Forecast: Alan Frampton, CRED Jewellery

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On precious metal prices and growing business 15% in a year.

As part of Professional Jeweller’s February 2014 issue, we asked leading businesspersons, designers and retailers about their expectations of the year ahead. CRED Jewellery managing director Alan Frampton describes his plans for the year ahead, including boosting consumer awareness in the capital and reacting to fast-changing design trends.

Professional Jeweller: What have you got planned for CRED in 2014?
Alan Frampton: We will be improving our bridal offering as it is the most important part of our business. We are working hard on making more people aware of responsibly-sourced gold and silver through the latest channels as well as a lot of work in the London scene. Last year we managed 15% growth in a year.

PJ: Does that mean a marketing campaign for ethical bridal jewellery?
AF: Yes. We are working with a London-based PR agency to promote our work in the London area. We have to get our core message out to more people in 2014, and our new website design should improve brand awareness.

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PJ: With a view to precious metal prices, how do you think these will affect your business?
AF: I have read four predictions for 2014 and all of them vary. If gold goes high it will impact demand. Gold around the $1,200 to $1,300 point will definitely help sales.

PJ: Do trends impact how you design at CRED?
AF: Yes, especially for our silver jewellery, as it is a very fast moving market. People are being much more creative with engagement ring designs, and a lot of our customers are going down the bespoke route to personalise their rings. We are also improving our customer experience by explaining the provenance of our gold and silver.

This Q&A was taken from the February 2014 issue of Professional Jeweller. To read the issue in full online, click here.
 

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