Jewellery World Magazine - August 2021

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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 30 jewellery world - <strong>August</strong> <strong>2021</strong>
2022 DIRECTORY Since its launch in 1997, the user-friendly JW Directory remains the industry's most up-to-date, relevant and respected sourcebook. Don't miss your chance to be listed in the 2022 Directory - distributed to 5,000 retailers across Australia and New Zealand. GREAT ADVERTISING PACKAGES AVAILABLE. If you have any questions or need more information, please contact Jeremy Keight on 0431 844 903 or Jeremy@jewelleryworld.net.au Visit www.jwdirectory.com.au
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Jewellery World Magazine - August 2021

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