Jeweller - October 2022

New Designs
L to R: Pink Kimberley Diamonds; Ellendale Diamonds
and benefit from a brand's success.”
Alignment
The good news for retailers choosing to stock Australian
jewellery brands is that their choices continue to align with
the latest consumer preferences and trends.
A 2021 study completed by market analysts Freshworks titled
'The Post COVID-19 Consumer' offered interesting results. In a
bid to understand the lasting impacts of the COVID-19 pandemic
on consumer behaviour, the company surveyed 1,000 Australians
and compared their responses to 10,500 consumers globally.
The overwhelming majority – 97 per cent - of those that shifted
to shopping locally, reported that they are seeking to maintain
this behaviour.
Freshworks Australia general manager Sreelesh Pillai says
“Australians have always sought to support local, however;
we've seen the pandemic further entrench this behaviour.
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“During the pandemic, tourism to Australia was
completely blocked, creating difficulties from a retail
perspective for the pearl industry."
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"This stands alongside an “all in this together” attitude, where
we're seeing consumers support businesses that have perhaps
struggled in the past 12 months.
"As expected, online shopping has become more popular but
not to the extent that we've witnessed in other markets, again
this highlights the Australian preference for supporting smaller,
local retailers."
Pillai adds, “For retailers looking to win the hearts and minds
of Australian consumers, the message is simple: offer an
experience that is personalised and meets their needs while
treating your own staff well. Australians want to do business
with brands that support the local community and are inherently
seen as decent.”
It’s foolish to deny that international suppliers don’t also have
their fair share of benefits to offer and as the restrictions
surrounding the pandemic are erased, consumer interest in
products originating from outside the country will likely persist.
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However with the most important trading period around the
corner, jewellery retailers should consider the benefits of
highlighting Australian brands in their product mix – for many,
there are too many advantages on offer to overlook.
Luxury Pearl and Opal Jewellery
+61 2 9266 0636
enquiries@ikecho.com.au
www.ikecho.com.au