The Kent retailer on developing new lines and utilising PR.
As part of Professional Jeweller’s February 2014 issue, we asked leading businesspersons, designers and retailers about their expectations of the year ahead. Flawless Jewellery proprietor Robert Bicknell shares his thoughts on new jewellery trends, increasing turnover and curating price points.
Professional Jeweller: How do you hope to develop Flawless Jewellery in 2014?
RB: We expect our business to grow steadily. We opened our second retail premises in late 2012, and our first full year of trading brought a better than expected turnover. We are anticipating that this will become even stronger over the coming year.
PJ: How will you win new customers?
RB: With the number of established jewellers being forced out of business last year, we are keenly aware of the need not only to look after existing customers, but to gain new ones. Our ethos of superior quality jewellery and excellent customer service will remain the backbone of our business. This year we will also be developing additional ready-to-wear ranges that target a wider range of price points for customers.
PJ: Have you planned any strategies for the year ahead?
RB: We have held some planning sessions to map out our activities for 2014 and there are a number of projects we’re working on for this year, including further development of our website and online profile, a marketing campaign developed for us by a PR expert aimed at increasing awareness of our brand on a national level, and we have some interesting collaborations in the pipeline.
PJ: Are fashion trends likely to influence your work this year?
RB: We are always influenced by fashion trends when designing new pieces. We’ve made three new ranges – Posy, Wallflower and Primrose – to tie in with the anticipated floral trend.
PJ: Are you investing in new technology or equipment in 2014?
RB:We will be working on some exciting engraving techniques in 2014 that are new for the jewellery industry. We also have plans to invest in some additional polishing equipment for our workshops, enabling us to offer a wider range of finishes.
This Q&A was taken from the February 2014 issue of Professional Jeweller. To read the issue in full online, click here.