Independent jewellers pride themselves on being embedded in the local community and offering an unparalleled customer service on the British high street.

With their doors closed, the focus has now been shifted online, with many independent jewellers getting to grips with how social media can be a tool to enhance the customer experience, get to know shoppers, and still be part of the community, even from the comfort of their own homes.

Here’s a round-up of what independent jewellers have been up to online this week…


Jeremy France Jewellers

Winchester-based Jeremy France Jewellers has been embracing Instagram Stories this week, providing fun industry facts and positive thoughts to its followers. Earlier this week the independent jewellery retailer hosted a jewellery quiz, offering entertainment and education, while yesterday director, Harriet France, took over the retailer’s social media channels, promising to ‘entertain’, ‘educate’, and help customers get through lockdown with ‘knowledge and fun’. The director has asked followers to get in touch if there is anything in particular they would like to see on the jeweller’s social channels in the near future.


Jack Murphy Jewellers

Northern Ireland jeweller, Jack Murphy Jewellers, has also been extremely active on social media, playing with a mixture of posts and Instagram Stories. This week the jewellery business has offered an opportunity for followers to ask one of its consultants questions, whilst it has also launched a competition for customers to nominate a hero to win one of a series of prizes. As part of the contest the jeweller has been sharing inspiring stories from those nominating heroes. These have been curated into a ‘highlights’ tab on the retailer’s channel. Furthermore, alongside increasing its social media presence, the jeweller has also launched virtual consultations this week with the firm’s manager, Gemma Murphy. The manager will be available via video call to take followers through collections in-store; whether it’s an engagement ring, wedding band or gift for someone special.

Forum Jewellers

Forum Jewellers, which opened its website for business earlier this week, has been engaging with followers on Facebook in a number of ways. Last week the independent jeweller introduced a ‘Memory Wall’, whereby customers have been invited to share the most cherished item that their child has ever made them, and then these have been reposted on Forum’s Facebook wall. This week the jeweller than challenged its customers to get children making jewellery at home from objects found around the house. The jeweller has also been offering advice on how to clean jewellery – including an encouragement not to waste gin on the task – while also sharing inspiration quotes, a ring of the week and images of the business transforming old jewels into shiny new pieces.


Brighton-based Silverado has been using its social channels to educate customers, promote community activities, and launch a major competition. Understanding that shoppers are more likely to buy pieces with meaning right now, the jewellery retailer has been posting about different gemstones and the meanings behind them – starting with stones that will appeal to followers at this current time including labradorite and rainbow moonstone. Silverado has also used its channels to share initiatives happening in the local area, including an auction aimed to help feed the NHS. Moreover, the jeweller has teamed up with its stockist to launch a competition that benefits Silverado and its wholesale partners. Customers are in for the chance to win a treasure trove of jewellery worth over £560. To enter, customers must follow the brands involved, like the post, tag friends in the comments and share the contest on their Insta Stories. The post announcing the competition already has almost 1,000 comments.


Fitzgerald Jewellers

Award-winning Fitzergerald Jewellers has been reassuring their customers that they can still get in touch with the business and discuss bespoke designs, even though the store is closed. The jeweller posted on Instagram: “We might be closed but you can still contact us to discuss a bespoke design. Even if you have no idea where to start but would love to propose this year, email our friendly team and we’ll guide you through the entire process.” Fitzergerald Jewellers has also been posting fun graphics and encouraging messages to help spread positivity on its channels at a time where many are struggling.