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The Company of Master Jewellers (CMJ) has launched a new campaign with the intent of drawing consumers back to jewellery retailers after the latest lockdown.

The buying group is hoping to capitalise on pent up demand and unspent consumer funds caused by the several months of lockdowns and travel restrictions over the last 13 months.

The #LoveYourLocalJeweller campaign includes reopening POS assets exclusively for members, and the CMJ is also encouraging them to use the hashtag across their social media posts.


The initial launch will be followed by a specific bridal campaign later in April, which will provide retailers with a range of exclusive commercial offers from suppliers, as well as further POS materials that highlight the unique qualities independent retail jewellers can offer bridal consumers.

Frances Hopes, head of marketing at the CMJ, said: “We know from various data and our own Retail Insight Report that there is a pent-up demand for weddings after so many cancelled plans over the past 12 months.

“We also know that consumers generally have more disposable income now than before the pandemic and they are keen to support the future of the high street by shopping local and looking for unique product and outstanding retail experiences.

“We believe that independent jewellery retailers are well positioned to capitalise on these consumer trends, and so we want to ensure that our members are armed with the best POS and marketing material and a quality range of products.

“The #LoveYourLocalJeweller campaign highlights the specialist skills, knowledge and service that only independent retail jewellers can offer, and we hope it will create a real buzz for our members by raising awareness of these unique benefits with their customers.”