John Greed stays on top in this category, but when it comes to independents the race to be number one is hotly contested.

Unlike the other categories in the Reach List, the independent jewellers had to be measured based on their global Alexa ranking, rather than UK one, because the majority only had this available to view.

Therefore we were unable to compare like for like on the actual reach number, because last year we were able to assess the jewellers on their


UK reach alone. However, a look at the social media figures shows progress all round, with nearly all stores analysed for this study posting an increase in followers across Instagram, Twitter and Facebook.

That being said, John Greed Jewellery has lost 100 followers on Twitter, but Facebook and Instagram have grown by 3,952 and 660 followers respectively.

John Greed is very good at promoting new collections and product launches online, and has used its social channels to tell the world about its new, very own, in-house brand ‘JG Jewellery’.

As part of the launch of its namesake jewellery brand, the retailer has created the hashtag #stylewithjg to encourage customer interaction.

On Instagram, John Greed’s customers can get to know the retailer even more by its use of Insta Stories. During the making of its new brand, users were invited to follow the behind the scenes journey, while in-store events are also documented.

In a world where omnichannel is increasingly important, Insta Stories is a fantastic way to give consumers an insight into the store environment and customer experience, before they even set foot in the door. By doing this, millennials and younger shoppers will feel more confident walking across the threshold, and it may encourage others to pop in store if they can see the team has the qualities they look for in a retail establishment.

Across all its channels, John Greedy Jewellery uses a mixture of product shots, lifestyle shots, and videos.

Understanding the importance of social media, John Greed Jewellery is actually in the middle of recruiting a full-time social media manager — so it will be interesting to see how the store performs over the next 12 months with a dedicated person in charge of this area of the business.