In this edition of PJ‘s Lockdown Diaries series, Felicity Regent, marketing manager of Anja Potze Fine Jewellery, discusses the business’s lockdown 3.0 plans.

She talks the importance of staying in touch with customers while stores are closed, as well as online sales, its bespoke service and the new in-store decoration ready for when the Worcester shop can reopen.

How is 2021 going for the business so far?

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We are embracing change in the best way we know how, by staying in contact with our customers through e-mail and social media, driving interest towards our website where we are still able to fulfil online orders.

We are lucky to have been collecting customer data for a number of years so we are able to stay in touch directly with them via e-mail and this is proving very effective.

We are also taking this time to focus on our bespoke orders. We have our own goldsmith who is able to work from a private studio so this is proving very beneficial.

Where will the business be focusing its energies throughout this lockdown? Are you taking this time to work on any exciting new projects or other developments?

Our energy is definitely directed towards online sales, website and online presence, social media channels – primarily Facebook and Instagram, but we do also drive sales through Linked In and Twitter.

We are working hard to make our website more user-friendly and to enhance the customer experience online, something which is vital and will benefit our business moving forwards.

More and more people are moving online, and this platform will be vital to succeeding in the coming years.

We have also introduced virtual appointments which are working well.

Are you already putting plans in place for when you are allowed to reopen?

Our shop has been beautifully decorated with florals for spring, something we always do in the New Year, so we are looking fresh and ready to welcome customers as soon as we are able.