Millennial jewellers in Cambridgeshire have highlighted the ways in which the industry can embrace social media, in order to remain competitive on the high street.
Britni-May Edwards, senior sales and social media manager at Page Fine Jewellery, explains: “As an independent jewellers, having social media presence benefits us greatly. Not only can we treat it as an extension to our shop window, we are able to reach out to our local communities, which creates a more personal feel.
“We can flaunt the fact that we are as on-the-ball as high street multinationals by showing that we are able to replicate the current trends and brands without the customer going further afield thanks to social media. It’s a great help. We are also able to highlight the ‘hidden gems’, such as bespoke design or one-off pieces that independent jewellers have to offer, especially in the advancement of mobile shopping, and the smartphone generation that seem to heavily rely on social media from stores and brands as part of their decision making.”
Tom Wilson, designer at Harriet Kelsall Bespoke Jewellery, adds: “Social media is one of the main sources of traffic towards our website. As an independent jeweller it allows us to immediately connect with our customers. We have also found that Instagram is a valuable tool for sharing photographs of the bespoke process with our customers.”
Professional Jeweller spoke to Edwards and Wilson during its visit to Cambridge for PJ Cityscapes. Read the full report in the July issue next month.