Cove Jewellery launches loyalty rewards scheme

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Jeweller to award customers with commission for ‘referring a friend’

Hampshire’s Cove Jewellery has launched a loyalty scheme encouraging customers to ‘refer a friend’ in return for a special commission worth £500.

The Platinum Loyalty Card scheme allows a select number of Cove customers to build up points, based on them introducing new clients to the jewellers. Each successful introduction – which must result in a commission or remodelling job worth over £500 – will award those on the scheme with 10 points.

The Andover-based jewellers opened three and a half years ago and is already building a dedicated customer base. Cove’s founder and goldsmith Marc Johnson explained "we have a number of loyal customers who love jewellery. For them, it’s not how much something costs but how beautiful it is. I suggested the scheme to some customers before Christmas and their feedback was really positive".

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Johnson, who has been designing and making jewellery for 16 years, feels the Platinum Loyalty Card will add a new angle to his business. When a customer on the scheme reaches 50 points Johnson will commission them a piece of jewellery in either 9ct gold or palladium worth £500.

Speaking of his clients, Johnson added "I’ve seen a rise in strong, working women shopping with us. They have the job, the lifestyle, they want the jewellery to go with it. They want something unique and that’s what we can do. We make a lot of dress and cocktail rings, they can choose their own stones and it makes it a lot more special. We’re bespoke to the core. Cove is a niche within a niche".

The scheme will run until December 24, with the possibility of an extension into 2012.

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