Discussing marketing, new lines and her expectations of the show.

By Arta Ertekin

Nature-inspired jeweller Jana Reinhardt, who works with her partner Ross Cutting, will is appearing at Jewellery & Watch Birmingham this year. Professional Jeweller caught up with the design duo to find out what they have planned for the show and their new launches.


Professional Jeweller: What do you expect from Jewellery & Watch 2014?
Jana Reinhardt: We expect to see buyers that are not as yet familiar with our brand, as well as existing customers. We hope to see some foreign buyers and some buyers from bigger stores. We have already started making appointments for the show. Ideally we are looking for lots of new accounts and maximum exposure.

PJ: How do you think the UK jewellery industry is evolving?
JR: I think customers are more interested than ever in independent product reviews from a wide variety of sources. It used to be that they would see an advert or a magazine article and buy something. Nowadays people might not make a purchase until they’ve seen the advert and seen what the blogosphere thinks and what people are saying on Twitter or Facebook or Tumblr.

PJ: What about online retail?
JR: Online sales are now a huge part of the industry and successful companies need a marketing strategy that embraces a wide variety of channels. We currently have traditional PR, a social media person and a digital PR working with a vast network of bloggers from all over the world.

PJ: Tell us about the new collections you’ll be presenting at this year’s Jewellery & Watch show…
JR: There will be some new editions to our best selling collections from previous years but we are also working on something new which ties into this year’s predicted love affair with flowers and all things girly. Jana Reinhardt pieces are all about personality and craftsmanship. They employ the old methods of fabrication and wax carving. Minute imperfections are embraced. Each piece is unique, just like our customers.

PJ: How long have you been designing your own jewellery?
JR: I am a master goldsmith and a graduate of the Zeichenakademie in Hanau, one of the oldest goldsmith training centres in Europe. The academy counts Charles Peter Fabergé amongst its alumni. I have also worked as a goldsmith for high-end stores and fashion labels. Ross is a graduate of Sir John Cass University in London where he studied jewellery. He worked as a freelance goldsmith for 10 years before joining me in 2010.

This Q&A was taken from the February 2014 issue of Professional Jeweller. To read the issue in full online, click here.