Jewellery World Magazine - August 2021

Mike says that the Palloys Design team also
offers the option of creating renders of a
retailer’s designs as a sales feature for their
customers.
“Bringing a life-like element to the design is
an imminent part of the selling process,” said
Mike. “Rendering in the modern age is of such
a quality, it could almost pass as life-like.”
There are some characteristics of today’s
jewellery customer that encompass every
market niche. Today’s customer is concerned
about ethical practice in the jewellery
industry, so they want to know more about
the provenance of stones and precious metals.
As the jewellery industry faces growing
demand for ethically or responsibly sourced
materials and increased questioning about the
source of our precious metals, Mike says that
all of Palloys’ gold and silver supply is sourced
from Australia.
“Palloys is the only jewellery manufacturer in
that can trace its gold and silver supply to its
original source -- Australia. All of Palloys gold
and silver supply come from sister company,
ABC Refinery, which is accredited by the
London Bullion Market Association (LBMA).”
Today’s customer also value individualised
touches to their jewellery.
“We have also found that the most popular
jewellery collections place the choice back
in the consumers hands,” said Mike. “We’re
talking mass customisation with personalised
touches including laser engraved details. Our
finished men’s jewellery collection, Livadi,
satisfies these needs.”
Promotional strategies
Launching a new range is a fresh new
opportunity to attract new customers,
while reconnecting with loyal customers. A
carefully planned range, incorporating various
complementary products and price points, will
attract customers and provide opportunities
to upsell.
“The primary focus here is choice,” said Mike.
“Customers love choice and price points are
one of the easiest ways to provide this.”
In today’s market, a dynamic digital media
strategy is particularly effective.
Livadi, by Palloys
“Get the most out of your social media
strategy by documenting – or having your
supplier document – the end-to-end
process and behind the scenes,” said Mike.
“Consumers love the story behind the
product.”
Through social media, you can also
encourage your customers to promote your
product on your behalf.
“Profile customers who wear your
collection, photograph them in real
life at their wedding and engagement
photoshoots that you can also use on your
own channels,” said Mike.
Traditional marketing strategies are also still
effective.
“We also recommend extending your sales
window by accepting pre-orders before you
even launch the collection,” said Mike.
“Developing a range with the Palloys team
is a brilliant way to bring our collective skills
and experience together to ensure that all
relevant sales objectives are considered.”
All images by Palloys
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jewellery world - August 2021