Brand offers edited selection of jewels to bewildered male shoppers.
Eponymous pearl jewellery brand Claudia Bradby has launched a ‘Male Hotline’ for gents to call if they are having trouble with choosing a Christmas gift for their loved ones.
The service will be available until December 23 and has been created to help “time strapped guys select the perfect Christmas gifts for their wife, girlfriend, mum, sister or friend”.
The company will present an edited selection of pearl jewellery and charms to gents using the helpline, working to the premise that less is more, and with less choice there will be less indecision.
The brand’s founder Claudia Bradby said: “[We] decided to set up the dedicated Male Helpline after discovering that many men are so overwhelmed by the choices available that they panic and buy the first thing in sight, often resulting in disastrous gifts.
“Every year we carefully select Christmas gift items for our style and gift guide but this year we wanted to offer our customers more. The Male Helpline is a bit tongue‐in‐cheek, but the sentiment is firm ‐ we will be on hand to offer straightforward, helpful gift advice to guys, who make up a quarter of our customers. We really hope to make their Christmas shopping a little easier and for the women in their lives to benefit from our gift suggestions.”
The helpline has been up-and-running for a fortnight, and Bradby says that it has steadily grown. "It has been steadily used to date, and we expect it to increase as we approach the 23rd, as we have next-day delivery for Christmas Eve. One man ended up getting presents for his god-daughters too [when] his wife normally buys them. We have also found that, online, men really like the simplicity of choice we have offered – six carefully picked pieces – and this direction has really paid off".
Bradby set up her jewellery brand back in 1999 after receiving a gift from Tiffany & Co. from her husband, which she says ‘”just wasn’t me”. Bradby said that though the intentions and sentiment were there, her husband needed a little more help with choosing the gift, which has helped lead to the hotline. Bradby will personally answer some of the Male Hotline calls herself.