Hannah Riding, marketing director at independent jewellery retailer Silver Tree, talks to Professional Jeweller about the ever-growing personalised jewellery market.
Jewellery trends have dominated sales at Silver Tree this year?
At Silver Tree we have an in store engraving machine so we are able to engrave jewellery items free of charge for customers. Popular jewellery items to engrave are Thomas Sabo’s Love Bridge and Little Secrets bracelet collections. Customers also love having their Olivia Burton Watches engraved.
How do you keep offering fresh personalised ideas?
We make it easy for customers to select and combine jewellery with our in store merchandising and always letting our customers try on different jewellery pieces. Our brands also make it easy for us by offering fresh jewellery collections with the personal element in mind. We also highlight personalised jewellery trends on social media.
How are staff trained to offer a personalised service?
Staff are trained not only with our own in store sales procedure but also with Silver Tree’s ‘way of selling’ covering adaptive sales techniques. This is to highlight the importance of a tailored sales and customer service experience to each customer.
What personalised jewellery trends for you expect to be popular next year?
Hot Diamonds offer their Anais Paris collection which has already been very popular. Customers are able to create necklaces that are personal to them. I have also started my own collection with my little boys’ birthstones – genuine citrine – within the pendants keeper.
Are there any personalised jewellery trends you think will be left behind next year?
I think less customers are interested in charm bracelets; which were once deemed to be the height of personalisation due to the many combinations of bracelets you can create. Customers are not only looking for personal jewellery but also individual pieces that not everyone else has.