Jeweller - June, Edition II 2020

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THE FUTURE OF RETAIL | Lessons of the Pandemic ... CONTINUNED “What have jewellers been doing during lockdown? Michael Sobbi LINDA & CO DESIGNER JEWELLERS, NSW “Things can change with a blink of an eye. Have a cash reserve, and focus on e-commerce.” “[During isolation, we have focused the most on] e-commerce and social-media marketing – Instagram especially – doing a spring clean of the store and workshop, sending [items for] refining due to the gold price increase, building relationships with existing customers and conducting a big stocktake. Most watch brands have provided trading so we have been catching up on that, as well as sales/management training – weekly meetings on how to close sales. [The key lesson we have learnt is that] things can change with a blink of an eye. Have a cash reserve, and focus on e-commerce. We are lucky to be in Australia – I expected this to be a lot worse. I think with the government grants and strong online sales, we are riding the wave to normality.” Tony Peters EXQUISITE JEWELLERS, ACT “Beware of the person behind the now sociallyaccepted mask.” “We have traded throughout the pandemic, but with reduced hours. Initially we allowed three persons in our public space, then it was two. Instead of a 5pm close, we made it 3pm, and noon Saturday instead of 1pm. My assistant and I struggled to enforce the safe distancing – patrons were impatient and failed to comprehend the instruction, ‘Two persons maximum’. Beware of the person behind the now sociallyaccepted mask. [However] our opportunity to continue trading was essential, as I was not prepared to inject any finance into our store to stay afloat. I ceased purchases, unless it was critical to cover a sale, special order or repair. I was entitled to JobKeeper for myself and a credit on my BAS – this government assistance has certainly helped. Ben Manning UTOPIAN CREATIONS, SA “Be prepared – reduce debts as much as possible and increase e-commerce. By supporting local mining and suppliers you can lower price fluctuation and supply risks in difficult times.” “[We have focused on] renovating our retail store/workshop and e-commerce. Our apprentice has been working on design practice, but other forms of training weren’t easy with our store closed. We have been working hard to improve the way our business functions, from improving our POS system right through to renovating our store and adding to our website. I think time for [making] special pieces is a luxury and an international pandemic that has forced the closure of my business is not that time. It’s an important opportunity to focus on the things that will help my business succeed once the country opens back up. If in another year or two our order books are full and we have hired more staff than we previously had, then that may be the time to sit back and rejoice by making something special. [A key lesson from the pandemic is to] be prepared – reduce debts as much as possible and increase e-commerce. [The message I’d like to send to the industry is to] support local. We all, as retailers, ask our customers to buy local and yet so often the materials that go into jewellery manufacture and retail in Australia are from overseas. By supporting local mining and suppliers you can lower price fluctuation and supply risks in difficult times.” Gil Watson CYBELLE, NSW AND VIC “I’ve been brushing up on some of the new gemstones becoming popular, as I start to stock them.” My landlord gave me a $600 waiver on my rent – equivalent to half my downturn in trade for March. I passed on the deferment. It was my intention to exit this industry during 2020 – COVID-19 has not helped that ambition.” “The most time has been spent on rephotographing many of the jewellery pieces on the website, especially those that were put up in a hurry and didn’t get the full ‘glamour’ treatment, plus re-writing many of the website descriptions to get them sounding more interesting. I’ve worked hard on the brand’s Instagram image, and we’re now getting more visits to the website that come straight from Instagram. I’ve also done a stock-take and worked out which items need to be given away as free gifts to customers just to get rid of them, and which old suppliers need to be purchased from again because their items are perennial favourites. And, I’ve been brushing up on some of the new gemstones becoming popular, as I start to stock them!” 52 | June 2020
CLIENT: MARIE CLAIRE JESSE-LEIGH ELFORD LUXURY LIFESTYLE + JEWELLERY PHOTOGRAPHER VICTORIA MASSEY | MATILDA DODS | AMBER SCEATS | MARIE CLAIRE | THE EDIT MAGAZINE EMILY BAKER | INSTYLE MAGAZINE | SUNDAY TIMES LIFESTYLE | SUNDAY LIFE MAX MARA | GRAZIA ITALY | PERRI CUTTEN + MORE 0426 476 667 | JESSE@JESSELEIGHELFORD.COM | JESSELEIGHELFORD.COM
Page 1 and 2: VOICE OF THE AUSTRALIAN JEWELLERY I
Page 4 and 5: # 1 in Australia #3 in the World Je
Page 6: S A MS GR O UP A U STRA L I A WE’
Page 9 and 10: THE HEALTH OF YOUR BUSINESS IS VITA
Page 12 and 13: News Buying groups confirmed for Sy
Page 15 and 16: Daniel Wellington New Zealand goes
Page 17 and 18: Australian refiner receives prestig
Page 19 and 20: SUPPORT SERVICES FOR INDEPENDENT JE
Page 21: While the Coronavirus has had a dev
Page 24 and 25: News Buying groups confirmed for Sy
Page 26 and 27: Ready Get Polish your gemstone know
Page 28 and 29: FORECAST FEATURE Post-Pandemic Reta
Page 30 and 31: FORECAST FEATURE | Post-Pandemic Re
Page 32 and 33: FORECAST FEATURE | Post-Pandemic Re
Page 34 and 35: Looking for new product ideas? Mayb
Page 36: CELEBRATING Local Talent MARK COTTE
Page 40 and 41: RETAIL FEATURE Accelerated Evolutio
Page 42 and 43: THE FUTURE OF RETAIL | Lessons of t
Page 48 and 49: HAS REACHED DIAMONDS ONLINE Thousan
Page 54 and 55: BEST OF BUSINESS Sales Feature In p
Page 56 and 57: What You Need When You Need It For
Page 58 and 59: BEST OF BUSINESS Selling "Fine piec
Page 60 and 61: BUSINESS Management Beware the disc
Page 62 and 63: BEST OF BUSINESS Marketing & PR Ret
Page 64 and 65: BEST OF BUSINESS Logged On Does Goo
Page 66 and 67: SAMS GROUP SAMS GROUP SAMS GROUP AU

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