As the jewellery industry reaches the final leg of the Christmas countdown, retailers tell Professional Jeweller how they have been making their stores stand out during the lucrative selling season…
“We always like to make our stores sparkle at Christmas time and our windows have already had a festive make-over. Our visual merchandiser has dreamt up a starry scene, creating an elegant and glittering Christmas feel. With the acquisition Laings also comes a new look and we’re excited to hear what our customers think. We also have our highly-anticipated Christmas advert showing on STV. In this consumers will be able to see all the different experiences Laings stores has to offer, from luxurious watches to dazzling engagement rings and beautiful bespoke creations,” shares Laings marketing director, Wendy Laing.
ROX managing director, Kyron Keogh, reveals: “Christmas is the season to shine and this is reflected in all of our boutiques. Each ‘Thrill Room’ has been transformed into a winter wonderland with classic decorations and a warm, homely feel. Our Laurent-Perrier champagne bars are always a talking point with clients and Christmas is the perfect opportunity to take the luxury space to the next level offering a truly special and personalised shopping experience.”
IN THE PINK
“Christmas is a crowded market place, it’s difficult to stand out with all the nationals and their huge advertising budgets, but we always try to make an effort with our window displays,” shares In The Pink owner, Karen Meek. “This year we have white writing graphics on all the windows saying ‘Merry Christmas’, as well as striking pink baubles to create really eye catching displays and re-enforce our branding of In The Pink. The key to standing out is to carve out your niche, by telling customers what you do best. We have always been and remain, silver jewellery specialists, it’s the largest part of our offering, we do other things of course, like watches, and wedding rings and a few diamonds, however we have rebranded the business, and adopted this specialist status in our name and new modern logo, telling the customers directly what we do best. We wanted to clearly communicate to our customers our niche, and steer those to us who are looking for this sort of product.”
HAMILTON & INCHES
“In Edinburgh, Hamilton & Inches is the home of Christmas. From the 20th of November, our iconic George Street showroom has been transformed into a retail space brimming with jewellery, watches, silverware and personalisation gift ideas perfect for loved ones across the generations. A visit to wonder at the Hamilton & Inches window displays and showroom at this time of year is something of a tradition, and we take pride in retaining the classic appeal of widely-enjoyed train sets, a live pianist on occasion and mince pies with champagne as we near Christmas itself,” reveals Hamilton & Inches chief executive officer, Stephen Paterson.
“We were delighted to unveil our Christmas window on November 2nd,” shares Drakes marketing manager, Nicola Price. “Our window displays are always a great talking point with our customers and we love to make an impact. This Christmas we’ve certainly got into the Christmas spirit. Our window is wrapped in a beautiful red bow, the store is filled with Christmas trees and beautifully gift wrapped presents decorate the store. It certainly cannot be missed… “