Jeweller - June, Edition II 2020

Mark Evans
MARK
EVANS FINE
JEWELLERY,
QLD
“[Lockdown]
has given me
time to develop
a new range
of precious
gemstone
jewellery
aimed most
definitely at
a specific
price point.”
“I have had extensive consultation with a local
media agency regarding my business’ online
presence across Instagram and Facebook
i.e. setting up regular posts, the style of the
images and engaging content. I realise now
that I had become a bit complacent and hadn’t
kept up with this side of my business.
[Lockdown] has given me time to develop a
new range of precious gemstone jewellery
aimed most definitely at a specific price point.
I had actually done a lot of the prep work over
the Christmas holiday, but COVID-19 actually
brought this range forward considerably.
[In terms of lessons learnt] I would say be
resilient. This has been an unprecedented
time in history and we were all reeling from
the ramifications COVID-19 thrust upon us.
But, adapting to conditions has brought out
new ways for our businesses to survive, and
hopefully thrive in the future.
Hang in there, and use this extraordinary time
in our lives to reshape your business model
to suit the current climate. Retail is now
a considerably different landscape to pre-
COVID-19 and we have to adapt to it.”
Paul Taylor
PAUL TAYLOR
JEWELLERS, NZ
“I feel the
industry will
revive in
good time...
Quality and
service will
undoubtedly
be most
important
moving
forward.”
“In 49 years of business, we have once again
been dealt a blow unforeseen and obviously out
of our control.
During the New Zealand lockdown we were
completely closed from 24 March, and
reopened at level three on 14 April. The
industry has been impacted with COVID-19 and
we have many trade customers who have been
in hibernation as well .
As with most other Kiwis, we spent our time on
many walks and making use of the days with
projects. Our internet presence has been in
overhaul during this period and I am confident
this is going to be most important in times
ahead.
The staff were left to their own devices during
the lockdown, with the exception of coming
up with design ideas. Simple designs with
a reasonable price point was the message,
and being able to CAD and replicate was also
important.
I feel the industry will revive in good time
as the customers are still here. Quality and
service will undoubtedly be most important
moving forward.”
Steven Jansen
SS
IMPRESSIONS
JEWELLERY
DESIGN
STUDIO, WA
“Always have
a rainy day
fund – in both
monetary and
materials areas
– for at least
six months.”
“Fortunately we weren’t too affected with our
business with the lockdowns. We are already
appointment-only, so the only change we had
was client having to change wedding dates to
next year postponing a few makes. The rest
that had already paid deposits went through
with no cancelled orders.
The only part that was affected was our trade
work side, but thankfully we went from [trade
work comprising] 90 per cent of our business
last March to only 5 per cent of our turnover,
due to the largest of jewellery chains trying to
burn their subcontractors last year, resulting
in our firm pulling out of our contract with
them. [We have focused on] advertising via ma,
and staff completing more CAD training.
[The lesson learnt is to] always have a rainy day
fund – in both monetary and materials areas –
for at least six months.
Even when you’re not busy in the shop or
workshop ,always try to use your time as best
as possible to learn a new skill, revamp your
shop or image, and look for other ways to
make your store work and be more accessible
to your clients.
Don’t look at it as time off, but more like a
forced opportunity to sort your business out.”
Kathryn Wyatt
IMOGENE
JEWELLERY, VIC
Geneva
McArdle
SILKOH / ICHU
JEWELLERY, VIC
“Now that I have more time, I should be doing
photographs and email marketing as I am set
up for it.
However, I have been very busy having a holiday
reorganising my books and office and gem lab
at the shop.
I’ve gained lots of new skills in gemmology with
webinars, masterclasses and university courses
from around the world with experts in their
fields.
The key lesson I have learnt is that I want to
retire – possibly. There are more things to life
than just working at a job!”
“[We have focused on] e-commerce,
social-media, marketing, dropshipping and
stocktaking. [The team has gained skills in]
bookkeeping and e-commerce management.
Anything can happen – remain positive and
focus on the strengths of your business.
Keep on keeping on! Don’t give up during
hard times, simply focus your energy on the
successful avenues of your business and really
make that thrive.”
June 2020 | 51