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REACH LIST 2019: Top five independent retailers

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John Greed Jewellery continues to win the biggest reach online when compared to other independent jewellery retailers.

This will be music to the retailer’s ears as online has become increasingly important to the business.

In a year of transition, where John Greed Jewellery has parted ways with Pandora and down-sized the company, it still commands more followers online than its rivals.

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Despite no longer stocking Pandora, which used to drive a lot of traffic to the website, John Greed has managed to win business through the promotion of its namesake products and other high profile brands. In fact, John Greed must have made a name for itself online because 19% of traffic now comes from consumers searching for the name above the door rather than a product.

Elsewhere traffic to the e-commerce site comes from searches for Thomas Sabo (10.8%), Nomination (9.38%), and Unique & Co (2.98%).

Upon cutting ties with Pandora, the eponymous store owner told local press that the focus would now be on the namesake brand, which he has received significant investment from the business over the last 18 months. Thomas Sabo, Nomination, and Swarovski were also named as important brands to Lincoln-based John Greed Jewellery.

He remarked at the time: “In a way, Pandora overshadowed anything else in the business, so we are really keen and looking forward to seeing what we can do by giving these brands and others our full focus.”

The loss of Pandora has not equated to a loss in Facebook likes and Twitter followers, where the brand now has a total of 49.9K and 22.3K respectively.

Instagram however has suffered from a loss this year, with the independent jeweller going down from 2,627 followers this time last year, to 985 at the time of going to print.

Social media content includes promoting new collections via lifestyle shots, encouraging consumers to spend and ‘treat themselves’ during times like pay day, and linking posts to current events such as London Fashion Week.

The tone is approachable and often inspires consumers with rhetorical questions to attract them to the product being showcased.

John Greed continues to curate content specifically for social media, which allows the jeweller to stand out from competitors that simply use shots from brands.

Tags : david m robinsonFrost of Londonjohn greedJohn Greed JewelleryRox Jewellers Silver Tree Jewellerysocial media
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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