Retailer offers style advice to fit with shopper’s jewellery choices.
Blacklock Jewellery has re-launched its website – designed to showcase its jewellery collections to a younger, more fashion-conscious consumer – with a little help from a fashion stylist.
The family jeweller has worked closely with stylist Rachel Anthony on the re-launch of its site, which offers a wider range of product crossing both fashion-led and fine jewellery categories.
The site features a Lifestyle section through which Anthony will provide style advice to go with pieces from Blacklock’s collections, pulling together mood boards of fashion and celebrity images and Blacklock jewellery to fit with current trends.
Blacklock has also increased its engagement ring collection online, and has launched a section dedicated to just wedding bands, while its Special section will showcase one-off items and seasonal pieces.
Blacklock partner Chris Blacklock said of the new site launch: “With the ongoing growth of our business, and increased focus on e-commerce, it was essential that we reviewed our offering. The new website engages our customers at every level and the introduction of Rachel has added real depth.”
The retailer plans to increase its online offering in the new year, when more collections will be launched and a series of eternity rings added to its portfolio.
“The ongoing challenge has been to maintain the quality of our product whilst increasing the inventory and this has been achieved by designing everything in-house,” explained Blacklock. “With the introduction of a collection such as Delphini we’re showing our belief in being able to sell extremely high value goods online.”
Blacklock Jewellery says that while it is continuing to work with external jewellery designers, the focus has been to move more of its design focus in-house to promote its history as a bespoke jeweller.