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Jeweller heralds shift in value of jewellery that customers are willing to buy online


London jeweller EC One has reported that customers have been buying significantly more products “off the shelf online” than they were before lockdown.

EC One co-founder Jos Skeates told Professional Jeweller: “Like many others we saw a spike in online orders while we were closed.”

Many jewellers and other retailers saw an increase in online purchases during lockdown.

EC One was no different. The ‘spike’ Skeates referred to was actually a roughly 400% increase in online sales.

However, it now appears that this trend is continuing post-lockdown, potentially signalling a long-term change in the way consumers shop.

“For items of up to about £500,” Skeates continued, “it seems our customers are more comfortable buying off the shelf online than they were pre-lockdown.”

This may, of course, be related to consumers’ reluctance to return to non-essential shops just yet, especially in the commuter-heavy central London setting of EC One’s Clerkenwell store.

Indeed, Skeates said: “As most of our weekday customers work locally, we didn’t see much footfall during the first week of reopening.”

This has begun to change since, though. “Slowly though,” he said, “we have seen an increase as more people return to work and come outside.

“We have seen an increase in appointments to discuss engagement rings and wedding bands, which has been helped by a new booking system through our website.”

Of the new booking system, Skeates added: “It has actually made things much easier as we can manage people coming into the store for appointments using one-hour time slots.”

EC One was award B Corporation status last year, a recognition of its commitment to sustainability in its business practices. Read more below:

EC One becomes second UK jeweller to achieve B-Corporation certification


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