Huge response to consumer competition crashes jewellery retailer’s website

nicholas wylde

Nicholas Wylde had such an overwhelming response to its Valentine’s giveaway that the independent jewellery retailer’s website crashed.

The competition to win a piece of Wylde jewellery and a £3,000 romantic weekend in Bath has seen over a thousand people apply already.

The high demand exceeded expectations, so much so that the jewellers’ website crashed. While the site has now been sorted, consumers still have until February 13 to apply and overwhelm the jewellery retailer once again.

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The giveaway is just one of several events in place to mark Nicholas Wylde’s 30th anniversary.

Not one to sit back and wait for consumers to walk through the door, Wylde explained to Professional Jeweller editor Stacey Hailes that he will be using the anniversary as an opportunity to shout about the business, which he launched at just 23-years-old.

“A lot of retailers come here [Bath], thinking let’s open a store in Bath because it is an amazing city. But in 30 years of business I’ve seen a lot of shops come and go very quickly because it is hard work. You can’t just open a door and expect because you are in an amazing city you are going to get amazing business. You’ve got to work for it,” Wylde explains.

He adds: “Everyone knows everyone in Bath, you have to network, you have to fight for that business and get that business, and there is less of that piece of cake around now because of the internet. So the high street is very hard and Bath is hard as well. But we work very hard networking, we don’t expect people to just come through our door. We have to go out and find the clients and look after our original clients. There are a lot of retailers who come to Bath, but you’ve got to have the right product, you’ve got to have something different to everyone else and you’ve got to go out there and find your clients.”

Nicholas Wylde has lots of innovative ideas for celebrating his anniversary and letting the consumers know about the business. Other plans include a treasure hunt, getting involved with schools, putting on an event about pearls and a flash dance.

“We are very interactive,” says Wylde. “It goes is back to networking. We just can’t sit here, open the door and think people will come in. We’ve got to be out there and be seen.”

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