Jeweller - March Issue 2017

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PERSONALISED JEWELLERY Handthread facetted REAL gems Detachable sliders sold separately can start modifying from,” Maggioni states. “This helps to reduce the level of effort, which could be mental effort but also physical effort to actually customise and put together a product. This is something that needs to be taken into account when retailers and/or brands decide to go down the road of personalisation.” LOYALTY TO BRAND OR SELF? It may seem like personalisation drives selfloyalty rather than brand loyalty but Maggioni says putting the consumer in charge helps to strengthen ties with brands and retailers. however, as personalisation influences the full retail spectrum, does jewellery risk losing its appeal as a truly personal gift? Not at all, according to Fenech, who believes the rise of personalisation presents jewellers with opportunities rather than threats. “It encourages more people to see personalisation as something accessible to all,” she says. “While some product categories such as jewellery are better positioned than others to offer customised products, there is room for many categories in this space as there are several degrees and drivers of personalisation.” + “WHEN THE CUSTOMER HAS THE OPPORTUNITY TO CREATE THEIR OWN STYLE, THEY TEND TO COME BACK TO THE SAME BRAND.” ISABELLA MAGGIONI Confetti IS COMING! Don’t miss your exclusive opportunity to stock this must have new collection. Contact Rachael at Kagi today: P: +64 22 657 8193 E: Rachael@kagi.net “Personalisation is definitely implemented for loyalty creation,” she says. “It’s about creating a strong relationship with customers but making the customer feel the brand understands them. When the customer has the opportunity to create their own style, they tend to come back to the same brand and they tend to customise products for other people if they’re doing gifts.” Karen says personalised products encourage a stronger sense of ownership that boosts word-of-mouth referrals. “Consumers have a strong sense of ownership and control that they contributed to the making of this product,” she explains. “Offering personalised products to consumers will create more loyalty and more tie to the brand, which will in turn increase sales because consumers want everyone to feel what they felt when they customised their bracelets – she’s got to tell her mum; she’s got to tell her sister; she’s got to tell her best friend; she’s got to tell everyone and she’s going to get her daughter one on her 10th birthday.” INTO THE FUTURE Long before personalised Coca-Cola cans and jars of Nutella appeared, consumers viewed jewellery as a personalised purchase; This is good news because product personalisation shows no signs of abating. “It’s going to be one of the key themes, especially for this year,” Maggioni comments. “There are also some interesting developments in technology such as the application and potential of 3D printing – where it is becoming possible to create specific and customised products on the spot in store. This is something that is set to boom in the next few years.” Further, Maggioni suggests personalisation perfectly taps into the desires of a ‘new’ generation of consumer: “If we look at the new generation, those specific needs of feeling unique, valued and original are key factors defining the new generation, in particular Generation Z.” Ultimately, Fenech says niche categories like fashion and jewellery are well placed to thrive in a personalised consumption environment because they are products with which consumers develop an emotional attachment – narcissistic or otherwise. i TWIN PLAZA METALS
MOTHER’S DAY A mother NAJO MOTHER’S DAY SHOULD BE A JOYOUS OCCASION FOR FAMILIES AND JEWELLERS ALIKE. EMILY MOBBS FINDS OUT WHAT IT TAKES TO GET THOSE CASH REGISTERS RINGING. n retail, special occasions are worth celebrating and now that Christmas and Valentine’s Day are over, attention turns to the emotionally-driven Mother’s Day. Competition is rife in the gift-giving sector; however, retail industry bodies such as the Australian Retailers Association (ARA) and the National Retail Association (NRA) have traditionally listed jewellery as a category that benefits from additional sales relating to the all-important event. “Last year, we predicted jewellery sales would reach a whopping $135.3 million, which was a 4.3 per cent increase compared with 2015 and represented approximately 8.7 per cent of all sales spent in the lead-up to Mother’s Day,” NRA CEO Dominique Lamb says. Overall Mother’s Day retail spend in 2016 was estimated to fall between $1.5 billion and $2 billion, according to the ARA and NRA. ARA executive director Russell Zimmerman added that Mother’s Day was one of Australia’s biggest spending occasions, second only to Christmas. It would appear there’s no shortage of sales to be won. With this in mind, Jeweller has sought advice from various retail specialists and suppliers on how retailers can gain their fair share of the sales pie for Mother’s Day, which this year falls on Sunday May 14. March 2017 Jeweller 23
Page 1 and 2: OFFICIAL MAGAZINE FOR THE JEWELLERS
Page 3 and 4: WORLD SHINER PTY LTD Inspired Perfo
Page 5 and 6: LEARN TO OUTSHINE COMPETITORS THIS
Page 7 and 8: The Perfect Match Is VITAL Matching
Page 9 and 10: EDITORIAL TIPS TO TREASURE IN TOUGH
Page 11 and 12: Creating Timeless Memories PERSONAL
Page 13 and 14: The only buying group that returns
Page 15 and 16: NEW PRODUCTS NEW PRODUCTS HERE, JEW
Page 17 and 18: FOLLOW THESE STEPS TO CREATE A PERS
Page 19 and 20: TIFFANY & CO LOVE LOCKETS to choose
Page 24 and 25: Dress GENUINE CULTURED PEARLS When
Page 26 and 27: ® TONES & SILVER WHOLESALERS OF QU
Page 28 and 29: > Timesupply watches + jewellery Ti
Page 30 and 31: DIAMOND BUBBLE inventories and rece
Page 32 and 33: RETAIL TRENDS Who doesn’t scour r
Page 34 and 35: An intimate affair IT MIGHT HAVE BE
Page 36 and 37: Brilliant careers start with GAA Di
Page 38 and 39: JAA REPORT STRENGTH IN NUMBERS Ente
Page 40 and 41: Have you secured your involvement i
Page 42 and 43: BUSINESS harnessed people’s desir
Page 44 and 45: Australia's longest running jewelle
Page 46 and 47: MARKETING & PR NAVIGATING THE UNHAP
Page 48: MY BENCH Hampar Arzuman WORKS AT: B
Page 51: THE INTERNATIONAL JEWELLERY FAIR CO

Jeweller - March Issue 2017

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