Overall winner was John Franich Jewellers in New Zealand who was said to have “mesmerised the judges” with a Sahara display, complete with cut-out camels and impressive window decals. The NZ store won a $6,000 travel voucher.
Seven other territory winners all received $1,000 Pastiche merchandise store credit.
The Pastiche competition was open to all Pastiche and Lovelinks stockists who were invited to design a window display with the jewellery brand’s product and branding material based around that special day dedicated to mothers.
Pastiche general manager sales and marketing Michael Elliott said he was “absolutely thrilled” with the results of the competition.
“It was far bigger than our expectations,” he said. “We received entries from about 70 stores, which is about 30 per cent of our retailers. We were expecting about 10-15 per cent would enter. The calibre of entries was … wow! Look at this!
“Once we had all the entries from the territories, culling them to three from each region to send to the judges was extremely difficult,” Elliott said.
The independent judging panel was given three entries from each territory to judge. No details, only images, were included on the judging form.
“Our staff selected the short list for the judges,” Elliott added, saying: “We didn’t show them any store or entry details, only images to create a shortlist. The same went for the judges to determine the winners.”
Elliott said feedback from Pastiche retailers was extremely positive, with many stores getting additional merchandise and asking the office and sales reps for tips on what they could do with their displays.
Elliott believed no-one, other than watch suppliers, had supported the industry with this type of promotion.
“We didn’t insist that stores had to make any specific purchase. We always believe that good staff and good displays will always win.”
He stated that Pastiche also had received emails from consumers about store displays advising him that they had seen amazing shop windows.
“We rang these stores to say ‘well done’,” he said.
Elliott admitted that although sales had not spiked around the promotion timeframe, the Mother’s Day period was better this year than in 2012.
He confirmed that Pastiche would hold a similar “themed display” competition in the lead up to Christmas. Further details would be announced at the International Jewellery Fair in Sydney in September.
Competition winners
Overall: John Franich Jewellers, NZ – $6,000 travel voucher and 1-year Fashion Trend Australia Magazine subscription.
The seven territory winners each won $1000 store credit with Pastiche and $150 personal credit for a nominated staff member.
NSW-ACT: Hourglass Jewellers
WA-NT: Carre Jewellery Studio
SA: Clarke The Jeweller
NZ: Jewel in New Zealand
Tasmania: So Silver
Queensland: Laidley Jewellers
Victoria: Noonan's Showcase Jewellers
Entrants were judged on photographs submitted to an independent judging panel, which included representatives from the three buying groups, Fashion Trend Australia Magazine and Jeweller.
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