Video articles

EXCLUSIVE VIDEO: Top tips for optimising online opportunities after report states jewellery industry needs a “digital shake up”

EXCLUSIVE VIDEO: Top tips for optimising online opportunities after report states jewellery industry needs a “digital shake up”

Last month, a research report by retail technology firm Cybertill revealed the jewellery industry is still not taking advantage of the digital revolution. While bricks and mortar still has a dominant place in jewellery retail, digital platforms do offer advantages that can bolster, rather than disrupt, business, and even encourage consumers to come into store


FIRST LOOK: Swarovski unveils new campaign designed to connect with a widespread audience

International jewellery giant Swarovski has embraced individuality in its new campaign which continues to celebrate diversity and showcase how its products are suitable for a wider variety of people. The newly launched #BrillianceForAll campaign celebrates women, men and couples of all ages, backgrounds and styles. The #BrillianceForAll initiative is designed to connect with a wide

VIDEO: Cred celebrates mercury free mining in Uganda

Cred Jewellery has created a video to celebrate the first commercial shipment of Fairtrade gold from Africa. Ugandan gold miners have joined the Fairtrade family by selling the first commercial shipment to Cred Jewellery. Cred owner Alan Frampton went to the mines in Busia,Eastern Uganda to complete the sale and bring back the gold. Supported

VIDEO: Fred Bennett turns to film in a bid to rejuvenate promotional campaign

To showcase the brand new Fred Bennett range Gecko has produced a promotional film to accompany the latest collection.  With online video now one of the most effective methods of  marketing, jewellery supplier Gecko has fully embraced the idea of making branded content to promote its collections. In addition to using the video content as part

VIDEO EXCLUSIVE: The inaugural Professional Jeweller Awards

The inaugural Professional Jeweller Awards celebrated innovation and success in the industry last week – and with the cameras rolling all night we can now bring you exclusive footage of the event. More than 250 professionals were in attendance at the ceremony, with the winners voted for by the industry in an online poll. Scroll

VIDEO: Chaumet collaborates with Central Saint Martins

French jeweller Chaumet has collaborated with Central Saint Martins on the creation of a 21st century tiara for its Imperial Splendours exhibition at the Palace Museum in Beijing. Scott Armstrong, 21, won the chance to collaborate with the prestigious jewellery house, after beating fellow students in a competition whereby Chaumet invited 60 BA and MA

VIDEO: DPA unveils Real is Rare campaign

The Diamond Produces Association (DPA) has launched its new Real is Rare campaign designed specifically to target millennial consumers. The new communications platform reinforces diamonds as a symbolic expression of emotional commitment guided by personal choice, not convention. “Millennials have spoken, and while they may not always follow the traditional paths and relationship rituals of

VIDEO: Barclaycard marks 30th anniversary of electronic payments

It’s now 30 years since electronic card payments were introduced in the UK, transforming the face of retail forever. Barclaycard has released the original launch video from 1986 when a blue and white blouse was paid for at Miss Selfridge in Brent Cross Shopping Centre using a Barclaycard and PDQ (Process Data Quickly) terminal. Three

VIDEO: Tessa Packard plays with magic

Hot 100 2015 Trendsetter Tessa Packard has collaborated with critically-acclaimed magician Drummond Money-Coutts to produce a magical video. The highly visual and engaging video showcases Money-Coutts magical talent alongside Tess Packard’s fine jewellery. Money-Coutts is rapidly establishing himself today as one of the most exciting and innovative names on the global magic scene and Packard has

VIDEO: Chaumet unveils The Triumph of Love

With peak wedding season ahead, Chaumet has launched a new bridal jewellery collection and marketing campaign. To celebrate the new range, Chaumet has shot a new video and accompanying lifestyle imagery. For more than two centuries, the Maison Chaumet has been loyal to its tradition as the ‘Jewellery of Feelings’, through specialising in striking tiaras