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TOP FIVE: How are luxury jewellery firms embracing the power of social media?

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Last week we revealed how jewellers were using social media to build a sense of community and strengthen customer relationships while face-to-face contact is no longer possible, and we had a very positive response from this post. So we’ve decided to provide you a round-up of top social media posts every Friday to help inspire you and your business.

This week we’ve picked five inspiring and innovative posts from luxury jewellery brands and retailers…

FABERGE

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This week luxury jewellery house Faberge launched a ‘Draw Your Egg’ social media campaign to give followers a creative relief at this challenging time. Launched on Instagram, Faberge followers can find a pendant egg template on the brand’s Insta Stories, which they are invited to screenshot, print, and decorate with their own design (or use an app to decorate the piece digitally). Consumers are then encouraged to share their designs with the hashtag #fabergeeasteregg and tag the brand, which is then reposting the best of the bunch. This isn’t just an activity for adults either, children are invited to join in as a creative Easter activity. A quick look on the Insta Stories for this campaign this morning shows people have already been enjoying taking a creative break with Faberge.

THE WATCHES OF SWITZERLAND GROUP

The Watches of Switzerland Group has been increasingly active on LinkedIn and social media channels such as Facebook and Instagram since shutting its stores nationwide. By using LinkedIn as a tool as well, the Group is able to stay connected not just to its customers, but to its staff, suppliers and trade partners as well. And just like others are doing on the obvious social channels, the Group is showing a glimpse of its personality to the trade on LinkedIn. Just last night the company posted a video compilation of its team and their families clapping for the NHS. This was led by chief executive officer Brian Duffy who can be seen celebrating the NHS with his dog. The Group is also using all channels to share more of the story of each arm of the business and the brands they stock. For instance, Mappin & Webb recently did a post about how the store used to be called Carrington, and shared the story of how the transformation came about.

YOKO LONDON

In the midst of the Covid-19 crisis, luxury pearl jeweller Yoko London has begun auctioning a curated collection of fine pearl jewellery on Instagram in support of the NHS. 10% of all proceeds from the auction will be donated to the NHS to support their efforts throughout the pandemic. Launched today, customers are invited to bid digitally on these pieces from the comfort of their own homes. Each item will be on auction for 24 hours and will be advertised on Yoko London’s Instagram stories. Bidders will be asked to swipe up and will be led directly into a Whatsapp conversation, where an auctioneer will be on hand to take their bid.

LAINGS JEWELLERS

Family-run Laings Jewellers has been using social media to promote an increase in activity on its blog. Using its blog as a tool to really connect with consumers and show a glimpse of the retailer’s personality, articles range from insightful pieces on industry specific themes such as natural vs lab-grown to from fun and easy to follow tips on how to stay in and stay busy. With the latter, the jeweller invited readers to share their own tips on social media, using the hashtag #DontStopSparkling.

BOODLES

British jeweller, Boodles, continues to provide positivity on its social media channels, sharing inspiring images and messages. In its mission to make customers smile in these bleak times, the jeweller has welcomed a new ambassador to the team – an extremely cute dog called Bella. Introducing Bella in a video, the pooch can be seen in the Boodles store, being stroked by someone wearing a Boodles ring, and enjoying a drink of water from a branded dog bowl. This video alone has been viewed over 3,000 times, while another video showing Bella entering and exploring the store with a pink collar on has received lots of comments from fans loving the new addition to the team.

Tags : coronavirussocial media
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The author Stacey Hailes

Editor, Professional Jeweller

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