JAA launches user-friendly website

Posted June 07, 2011 | By Sonia Nair

The Jewellers Association of Australia (JAA) has launched a new official website which it hopes is more user-friendly for both its retail members and consumers.

The revamped official website comes on the back of a review that was carried out amongst JAA members, stakeholders and external partners about the JAA’s online presence.

Results from the review revealed that there was overwhelming support for the JAA to build a one-stop-shop, online jewellery industry resource.

JAA chief executive Ian Hadassin said, “Members and consumers needs have changed significantly over the past decade and it’s important we make continual improvements to jaa.com.au. The current changes will support a series of future upgrades over the next two years,” Hadassin said.

The refurbished website reflects the visual nature of the jewellery industry with a “chic, dynamic and professional” feel according to JAA marketing and membership executive Megan Young.

“Our industry is a visual one so we’ve focused on using images and sleek graphics rather than overwhelming the site with words,” Young said.

The website will be a portal for two-way information exchange according to Young with e-commerce capabilities for the payment of membership fees, events and products such as repair packets and opal brochures.

“Members will be able to renew their membership, register online to attend events, purchase items on the e-shop and draw on industry news that will be password protected for members only,” Young said.

Apart from servicing the needs of consumers, Young said the website’s new features would help the JAA further assist its retail members. Amongst the new consumer-focused features on the website are a new online consumer complaint form, buying, valuation and insurance advice catered to consumers and centralised information on jewellery, precious metals and stones.

“A sizeable part of the work we do for the industry is manage consumer complaints and work towards the best resolution for the consumer and the retailer,” Young said.

“The complaints area of the website will streamline the process for the JAA so that we can focus on creating even more opportunities for our members to help grow their business,” she added.

The JAA said its new website is a key step that will lead to other initiatives in the near future like official social networking pages on Facebook and Twitter, blogs and forums.

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