Jewellery retailers from across the UK share how they are harnessing the power of social media, and driving consumer engagement online this Christmas…

Drakes, Laings ROX, Hamilton & Inches and Posh Totty Designs reveal their strategies here:

Drakes, marketing manager, Nicola Price
We launched our digital Drakes Christmas Gift Guide in November to give our customers a helping hand with gift ideas this Christmas. As well as driving our gift guide in store, we are also be sharing it on our social channels. As well as this, we are also running a social media campaign throughout December to drive our customer engagement and make our customers Christmas’ just that bit more magical. With so many beautiful gifts in store, it’s safe to say our social media channels are filled with lots of gift ideas and jewellery ideas for the festive party season.


ROX, managing director, Kyron Keogh
Social media is a core part of our business, offering a platform to interact directly with our clients. Over the Christmas period we promote our extensive range of ROX silver collections as well as offering proposal inspiration for those planning to pop the question. Customers can also expect handy gift guides to take the stress out of finding the perfect present and we also plan to run a 12 days of Christmas campaign for one final push ahead of December 25.

Hamilton & Inches, chief executive officer, Stephen Paterson

Social media focuses on gift inspiration and personalisation of our silver collections.  Our partnership with The Balmoral hotel also features widely, capturing the joy of Christmas Time – our seasonal installation in partnership with Patek Philippe – to encourage footfall into both of these iconic Christmas destinations in Edinburgh.

Posh Totty Designs, owner, Alice Rivers-Cripps
We are seeing more and more the value of paid promotions via social media. With the introduction of targeted audiences we are able to run more specific campaigns targeting our core demographic. Facebook remarketing has also been incredibly successful for us so we plan to keep this running permanently. This year our main social strategy is to mirror our direct mail catalogue campaign, ensuring we deliver a cohesive message both off and online. This is the year of the mobile phone shopper and making that transition from social media to online shop has never been more important to take advantage of. Coupled with influencer collaborations and competitions, we are hoping we have all bases covered.

Laings, marketng director, Wendy Laing

“Because some moments in life are timeless.”

Our Christmas message perfectly sums up the company ethos. Our luxurious timepieces, exquisite engagement rings and fine jewellery pieces are all bought with a special moment in mind. We are sharing this message across social media this Christmas encouraging our audience to enjoy the timeless memories that are created at this time of year.