Professional Jeweller is delighted to announce John Pass Jewellers as the winners of the Most Innovative Customer Event award.

A new addition last year, this category celebrates retailers that have put on an event over the last 12 months which has driven footfall through the doors and offered an unrivalled customer experience to bolster business and build consumer loyalty.

Creating a customer event that not only entertains and wows guests, but also encourages a lift in sales, is no easy task, but John Pass Jewellers nailed it with the company’s 70th anniversary celebrations.


Celebrating the milestone in style, John Pass Jewellers had a big birthday bash, which aimed to be a ‘thank you’ for its loyal customers.

Hiring a function room in a local hotel in November, 300+ guests were treated to a choir, magician, food presented in a festive market style, miniature birthday cakes and more, whilst suppliers were invited to showcase a treasure chest of products to guests.

By mixing a party feel with an exclusive product showcase, the retailer was able to make visitors feel valued and inspire them ahead of the lucrative trading season.

Furthermore, each guests received a voucher to encourage them to pop into store and see what other products could be suitable for Christmas gifts. As well as providing additional revenue for the jeweller, the event also strengthened relationships with clients.

See a list of the other category winners here