Jewellery World Magazine - May 2021

Attracting the customer
Identifying the target customer and
establishing how to reach this customer has
always been a cornerstone of marketing and
promotion. With social media, businesses are
finding it easier to attract a wider range of
target customers, and this is particularly true
in the jewellery industry, which is promoting
such photogenic and desirable products.
“Growing brand awareness is essential for
driving demand and thereby sending new
customers through our stockists' doors,” says
Amy Bradley of Pastiche. “We have found
that our customer base has grown from a
niche following to a broader audience as we
expanded our reach and exposure through
social media and other online marketplaces.
Engaging with our fan base through social
media has been a great development. It
encourages a sense of community and
involvement in what we do – whether it's
being the first to see our new collections,
or providing direct feedback through our
polls, or participating in fun promotions like
competitions.”
Olivia Anderson from Leading Edge
says that social media provides a
powerful opportunity to create a
strong authentic bond between
the brand and customers.
“Social media is a powerful
platform to share authentic
stories, to engage, entertain and
delight customers,” said Olivia.
“The more a brand’s intimate story
is defined, the stronger and more
authentic the connection becomes.”
While social media is an essential marketing
tool for Bianc, the company also relies on
more traditional marketing methods.
Bee Jewellery
“In the past year, we have focussed on
distributing physical catalogues to current
and potential stockists and this brought great
results,” said Bianca. “Our full
product list is available online
and we always encourage
people to call when placing
orders so we can develop a
personal relationship; when
they discuss their orders, they
also have the opportunity
to talk to someone who can
answer their questions. More
broadly, we always like to
represent both brands – Bianc
and Zahar -- at all trade fairs as
well as maintaining a strong
online presence. And of course, we advertise
in Jewellery World!”
Grant Menzies says that while Adina Watches
has always aimed for a loyal long-term
customer base, social media has become a
huge marketing asset.
“People start appreciating quality watches
at different stages in their lives,” said Grant.
“Some may have received their first Adina
when they started high school, for others it
may have been when they finished.
Others may have bought, or
been gifted their first Adina
to celebrate a specific
life milestone. Generally
speaking we find a person
will buy their first Adina for
themselves in the mid to
late 20s, and if we have done
on job right will stick with us
from then on. Social media has
become a very strong part of our
overall marketing mix as we use
different platforms to tell different stories,
all with the goal to build authenticity. The
affordability and accessibility of social media
gives a smaller brand like ours a stronger and
louder voice. One of the great things about
social media is the ability to create content
for our retailers that they are then able to
reshare in their community, all at no cost to
Social media is a
powerful platform to
share authentic stories,
to engage, entertain and
delight customers.
them. With the internet, consumers have
become more discerning as they have the
ability to research brands more thoroughly,
and a well-rounded social media strategy can
support this.”
Olivia Anderson stresses that any business
must have the brand’s purpose as the
foundation of its structure.
Zahar
“A compelling story and reason why will
engage customers and direct them from social
media to the store/ e-commerce platform,”
she said. “This is where the sales focus comes
in and the product becomes a hero.”
Ultimately, a strong brand needs consistency
of purpose in order to thrive in the long term,
along with the most important ingredient of
all – a range of high quality products, designed
to appeal to the current market.
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