Jewellery World Magazine - February 2022

Jewellers Association of Australia
Karen Denaro
President
2021 was an opportunity to look at
various means of connection. At a time
when physical connection was near
impossible, it gave rise to the importance of
virtual connection. It also shifted perspective
away from physical purchasing experiences
being the only means of emotive purchasing
and gave us an opportunity to invite the world
to experience both our goods/products and
services, alike.
I truly believe this will be a permanent
adoption of alternative trading and feel that
encompassing this adaptability is not only the
current means of successful trading, but also
an opportunity to consider all avenues and
alternatives in future trading.
Further developing all platforms and pathways
for the jewellery industry to connect, and
to stay connected, is imperative for us all to
sustain the next 12 months. We need to adopt
the belief that every form of connection is
equally significant. Physical connection is only
one possibility of many possibilities we have to
portray ourselves. It forces us to look outside
of the box – to grow and to be forward
thinking in our approach.
Currently, I feel the biggest challenges facing
the industry are perceived value of jewellery,
gems, diamonds etc. and establishing a means
of discretionary spending, at a time when
there is so much uncertainty in the world.
With international borders being closed
for the majority of the last two years, the
Australian jewellery industry has been given
the wonderful opportunity to return to
supporting all other sectors of the local supply
chain — returning to our local wholesale
suppliers, traders and retailers. We look for
familiarity, continuity and consistency. We also
have been forced to raise our game in support
of all other areas of our industry, particularly
for those needing our support. This is an area
of growth that the JAA is committed to further
developing, across the greater jewellery
industry.
The JAA continue to keep our members
informed and educated. We are abreast of
all international jewellery news, governance
and matters of concern, thus ensuring our
members are updated and well advised.
My advice to all industry businesses right
now — duplicate EVERYTHING you do in the
physical realm to virtual or online platforms,
right across the board, from social platforms
to trade only platforms. Establish who your
customer is and utilise every means you
have to connect with and engage your target
audience.
We invite you to view the JAA Member
Prospectus today at jaa.com.au/benefits
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