Professional Jeweller is delighted to announce the finalists of the Most Innovative Customer Event of the Year category for the 2019 Professional Jeweller Awards.

This category was added last year to highlight the importance of customer events.

Retailers in this category have put on an event in store over the last 12 months which has driven footfall through the doors and offered an unrivaled customer experience to bolster business and build consumer loyalty.


The finalists in the Professional Jeweller Awards Most Innovative Customer Event of the Year of the Year category are:

Diamond Centre of Wales – Under the Sea VIP event
Last year the Diamond centre of Wales organised a VIP event to launch its new ‘Under the Sea’ themed collection. The event was attended by over 40 VIP high-net worth guests including well-known sports stars who were treated to champagne and oysters.

John Pass Jewellers – 70th Anniversary
John Pass Jewellers celebrated 70 years in business in style. Hosting an event to say thank you to its loyal customers, John Pass had a big birthday bash, which was attended by 300+ customers and provided additional revenue for the business. Miniature birthday cakes were given to guests, alongside a store gift voucher.

Olivia Burton – Dream Garden
In celebration of the opening of Olivia Burton’s first store the brand hosted a pop-up ‘Dream Garden’ to engage shoppers in its story. The Dream Garden housed three different areas, giving guests the chance to truly reflect on their dreams and aspirations inside a beautifully curated glasshouse. Around 4,000 guests visited the Dream Garden over the weekend.

PureJewels – Masterclasses
London-based PureJewels introduced a series of innovative events designed to appeal to customers with a creative mindset. Masterclasses are led by industry experts and cover a variety of topics including jewellery, music, and body art. Almost two dozen paying attendees joined the debut session on wedding planning.

Strange the Jewellers – 100th Anniversary
Strange the Jewellers marked its centennial anniversary with a ‘100 Days for 100 Years’ prize draw. The draw attracted an enormous amount of entries, including over 700 new customers that were not currently in the company’s systems.

Wongs Jewellers – Chopsticks Jewellery Launch
Wongs launched its first in-house designed line at an exclusive event inside the city’s World Museum. The team treated 150 guests to a private exhibit and showcase of the Chopsticks range, complete with fortune cookies with bespoke messages inside and entertainment.