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Jewellers can piggyback off Valentine’s Day buzz

The Christmas trading rush may have occurred a mere month ago but another important event on the retail calendar is about to take place, offering plenty of marketing and sales opportunities for jewellers.

Michael Hill International, is one such retailer that has created an innovative campaign to lure customers this Valentine’s Day. 

 
The retail chain has released a “shoppable” video on its website that allows customers to buy products directly from behind-the-scenes footage.

As the video plays, items of jewellery worn by the model are highlighted to the side of the frame. Consumers are then able to “click-to-buy” right from the video’s web page.

Online diamond retailer, Leibish & Co, has also developed a novel initiative to help increase Valentine’s Day sales.

Its “10 ways to say I love you” campaign offers 0.07-carat vivid yellow diamond pendants with certificates that come with a “royal title” for the recipient. The titles, including duchess, baroness, countess, viscountess or lady, are said to be permanent and can be added to emails, resumes and credit cards. 

While smaller, independent jewellery retailers might not have the resources to fund major media campaigns like Michael Hill and Wallace Bishop, which has a dedicated Valentine’s Day catalogue featuring almost 100 sale items on its website, it doesn’t mean they can’t piggyback off the buzz generated by such strategies.

The independent retailers contacted by Jeweller noted that although Valentine’s Day wasn’t necessarily a huge money-spinner like Mother’s Day or Christmas, they too weren’t letting potential sales go to waste.

Rick Vela from Laidley Jewellers in Queensland said his store was giving away a gift voucher for a local massage shop with every $300 or more purchase. The offer has been advertised via the business’s Facebook page, local newspaper and in-store. 

South Australian-based GG Pedemonte Manufacturing Jewellers’ Shane Pedemonte explained the retailer was providing a box of chocolates for every purchase of $100 or more, while Corinne Knoll from Jewels of Eden in Melbourne said her store had themed window displays and were also running promotions with certain brands.

The general consensus from the three retailers was that Valentine’s Day traditionally generated a small spike in sales figures but was never a significant trading period.

Never-the-less they expected that Valentine’s Day-related sales would begin to gain momentum in the few days leading up to Friday 14 February; meaning that there is still more than one week for jewellers to think about potential marketing and sales opportunities.  

Need further inspiration?
A number of jewellery suppliers and retailers are promoting special Valentine’s Day themed items, read: heart motifs and red and pink gemstones, in order to encourage spending.

Jeweller has gathered the following list of jewellery pieces on offer to help inspire retailers to make the most of the romantic day.

Suppliers

Nikki Lissoni

Duraflex says that its jewellery brand Nikki Lissoni encourages the Valentines of Australia to give something everlasting with a series of interchangeable coins that feature love emblems, hearts and floral designs. These coins are designed to fit with necklaces or bracelets in the collection, enabling the wearer to customise the jewellery for specific occasions.

 

Pandora

Consumers that spend $120 or more on Pandora jewellery will receive a heart-shaped box to present their Valentine gift. The offer is valid at participating retailers from now until 14 February 2014 or while stock lasts, and excludes sale items.
 
Retailers might also be able to leverage the jewellery brand’s range of new jewellery themed with love and romance. The collection could be the perfect option for consumers looking for a specific Valentine’s Day gift.
 
Featured items include sterling silver stackable rings with heart-shaped cubic zirconia and rose pink and cherry red stones, and an updated range of pavé charms with a variety of new love inspired looks.

 

 

 

Peter W Beck

Ring specialist Peter W Beck has announced a range of Valentine’s Day inspired designs featuring engraved and embossed heart shapes. They are available in a range of different metals and widths to ensure a perfect match for a loved one.

 

 

 

 

 

Thomas Sabo

Consumers that spend $120 or more at Thomas Sabo at participating retailers will receive a free charm valued at $52. A choice of two heart charm pendants – a delicate 18-carat rose gold plated sterling silver heart or entwined sterling silver hearts symbolising eternal love – are on offer through the promotional period.

 

 

 

 

 

 

Worth & Douglas

Worth & Douglas would like to inform retailers about their three new lockets – including the heart-shaped “vintage styled” locket – as items for Valentine’s Day promotion.
 
The supplier has also announced new additions to The Rock Garden collection by Karen Walker and will support retailers with Valentine’s Day themed templates to feature on their social media pages or for use in advertising.

 

 

 

Retailers

Bevilles

Jewellery chain Bevilles is also looking to heart-themed jewellery as it gears up for Valentine’s Day. The Signature Heart Range has a selection of bracelets and necklaces featuring heart-shaped designs at varying price points. The Candy Hearts’ range has an assortment of precious gemstones in rings and pendants, while the Diamond and Rose Gold heart necklace range includes classic styles for all ages.

 

 

 

Linneys

Luxury retailer Linneys has put together a special collection for Valentine’s Day with individual pieces featuring diamonds and pearls. 
Of particular note are 18-carat white and rose gold earrings, 18-carat yellow or white gold Australian pendants, and a sterling silver or 18-carat white gold ring – all of which feature Australian South Sea Pearls. 

 

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Saturday, 16 December, 2017 01:07am
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