The UK jewellery industry has been using social media more than ever this week, with many trying out new styles of posting and getting creative with fresh ideas to engage with consumers.
Here’s a round-up of some of the new ideas we have seen when scrolling through social media…
National jeweller Beaverbrooks has been going all out on social media to creatively engage with consumers. During the Easter weekend the family-run business shared tips on how customers could celebrate Easter at home, and also inspired followers by posting pictures and information on what its team were doing to make the most of the long weekend. The jeweller has also shared information on how staff are supporting the NHS and carers during this time – a post which reached almost 400 likes – and has now launched a #ShareTheLove campaign, where consumers are invited to share how they are playing their part to help their local community at this time. These posts remind consumers that the Beaverbrooks team are going through the same thing as them, and understand the difficulties all are facing at this time. It also shows how this is a business that cares about people as well as profits.
Alex Monroe has launched a ‘Designs for Hope’ competition on its digital channels. This is the brand’s first ever design contest and it invites followers to present Alex Monroe with their idea of what ‘hope’ means to them, and how this could be translated into a piece of jewellery – of course keeping in mind the designer’s signature style. The jeweller says: “Whether it’s a poem, a photograph, a drawing or simply a few short sentences, we are happy to receive entries in any creative format you choose!” The winning idea will be transformed into a piece of Alex Monroe jewellery, gifted to the winner and be available to purchase as a limited edition style at alexmonroe.com, with proceeds donated to mental health charity, Mind UK. With consumers in lockdown and looking for things to do, the brand has already been inundated with creative ideas.
EC One Jewellery
Independent jeweller, EC One Jewellery, has been strengthening its staff connections with customers by highlighting a different team member in posts throughout the week. It’s never been more important to show the human side of a business, and EC One is certainly achieving that by sharing the some of the following fun facts about each member: What they can’t say no to, their guilty pleasure song, a good read recommendation, information on what they do in their spare time, and a favourite holiday destination. The jeweller also has an Instagram Story titled ‘At Home with EC One’, which shows what the team have been up to since the store entered lockdown.
Claudia Bradby Jewellery
Pearl jewellery brand, Claudia Bradby Jewellery, has started ‘Feel Good Friday’ giveaways. Each Friday followers have the chance to win a £50 Claudia Bradby gift voucher for a nominated friend or family member. Customers have to simply nominate someone in the comments section and let the brand know why they deserve the voucher. The winner is then announced the following Monday. The brand shares: “We have all been so moved by multiple kindness and generosities these last few weeks – from our courier picking up our stock and delivering it on his route and not charging us, to pots of honey being sent; friends organising food deliveries, sending memes and beautiful pictures to cheer us up; and not forgetting the strength of the whole country coming together to clap for the NHS; so we are giving back in a small way – every Friday we will be giving away a CB gift voucher to someone you nominate who has shown you great kindness, even if it is in the smallest of gestures. We think kindness is worth celebrating.”
David Mellor Jewellers
Family-run David Mellor Jewellers has been remaining active on social media during lockdown, keeping engaged with followers in new and creative ways. Noticing that the business has gained more followers since the pandemic, the jeweller used the opportunity to share its story with customers on social media, which was positively received. In addition, the jeweller has been showcasing new products from the brands it stocks – in a fun and informal way through Instagram Stories. Elsewhere, posts have included fun facts about gemstones and pre-loved jewellery, whilst also getting customers to vote on designs the team have been working on at home.