Leading brands and suppliers have been very supportive of jewellery retailers during lockdown, with many launching campaigns, schemes and competitions to help drive consumers to their websites and build store awareness.
Now, as jewellers in England plan to re-open their doors on June 15, suppliers are preparing to support their clients as much as possible to help them enjoy a successful return to the high street and see sales start to soar.
Discussing the moment jewellery retailers first open their store doors, UNOde50 sales director, Emma-Louise Gregory, says: “The first thing we will do is look at the stock holdings. Retailers who remain active online may need stock and those who haven’t continued being active may have seasonal stock.”
“We will be proactive and invest further in marketing and new product designs,” says Unique & Co founder, Daniel Ozel, adding: “Further, we are willing to help retailers and work together with them in regards to extended payment terms. We are here to help and if our retailers will do well, we will do well. It’s important to help each other and work together.”
In a similar vein, award-winning jewellery designer Lucy Quartermaine plans to offer jewellers discounts and provide all the support needed to get business booming again, while ChloBo Jewellery will help jewellers create a buzz and direct consumers to their local stores — encouraging them to go in, try pieces on and fall in love with bricks and mortar retail all over again.
Ania Haie founder, Andy Maine, shares ChloBo’s vision: “We want to work with all our retailers through this crisis and support them to get brand awareness via social media and drive customers to the stores to get business back to normality as much as we can.”
Gecko Jewellery, which will continue to support retailers with great stock availability, free points of sale and next day delivery, is planning to launch its new Beginnings collection as soon as stores reopen, and remaining launches for 2020 are still on track. Understanding there may be limitations to sales reps visiting stores, the team are also working on some online presentations of new pieces.
Hot Diamonds unveiled a re-brand pre-lockdown at the Company of Master Jewellers trade event. When stores re-open the brand hopes to roll this out as soon as possible.
Adryan Cresswell adds on the brand’s plans: “We are determined that when the independent retailers re-open we will have a package for them that allows them to invest in stock that sells-through strongly whilst supporting them in relation to payment terms, and so on.”
As for the suppliers themselves, ambitions for 2020 still remain high. Brands with stores are gearing up for reopening their doors too, while new and innovative AW20 products are still in the pipeline.
Moreover, it is hoped that this time in lockdown will not have been wasted — but rather been a tool for companies to learn and grow and place themselves in a better position for the future.
The number one priority, however, is to survive the crisis, get teams back together again, and support retail partners during the lucrative ‘golden quarter’ of the year.
Alex Monroe’s chief operating officer shares with Professional Jeweller: “Our main goal for this year is now to re-open our two stores, and after furloughing a large part of our team, it will be great to get everyone back together.
“Everything has been so hard to predict day to day and week to week, but we hope to take lots of lessons learnt during this period on board and have a strong finish to the year.”
Kit Heath Jewellery’s creative director shares: “We want to look after our team and our customers and support one another to ensure that we all survive this crisis. We will bring in new profiles to lift everyone’s spirits and support our retailers in the golden quarter.”
Additionally, ChloBo Jewellery hopes to keep growing brand awareness, Hot Diamonds plans to launch a new personalisation concept — designed specifically to benefit the independent jewellery retailer market, and Gecko Jewellery wants to enhance its digital support.
Lucy Quartermaine really captures the heart of most brands and suppliers Professional Jeweller has spoken to when she says: “We want to make sure we end 2020 with a bang so have begun to create campaigns, imagery and offers for Christmas time so make sure it is the best yet!”
IMAGE CREDIT: Unique and Co