Offer Incentives
This Christmas, spending is expected to rise 4%. Customers will compare online and offline retailers more than ever in the hunt for bargains and convenience. Analysts say this December will be the most promotional for retailers since 2008 - everyone is offering incentives. Online retailers tender special shipping offers, like Amazon’s agreement to deliver on Sundays. E-tailers intend to win customers all ways: at home, in the office, or avoiding standing in a long checkout line. However, brick-and-mortar shops will never be entirely replaced by e-business, for the same reason people don't go to restaurants purely for nutrition.

Adapt, be Flexible & Innovate
Coleby Nicholson, publisher of Jeweller magazine has found that these tough times have caused jewellery-sellers to rethink their business strategies and adjust to changing customers. He says "listening to how everyone is dealing with these changes is fascinating. I recently had a long chat to a multi-store jewellery retailer who told me how he is 'de-branding' his stores - not removing the high-profile brands, but simply removing their dominant in-store marketing material".  He understands customer's want a more personal buying experience.

Beading Example
Gordon, who organizes Beads Up North! fairs, understands. He wants to adapt to a shrinking bead fair market by building on the strengths of a bead show. Like friendly personal attention to customers; and the feel, sparkle and colour of beads that is missing online. To differ his fairs to others, Gordon is giving exhibiters free extra area in which they can demonstrate to customers how to turn beads into saleable jewellery. He wants to change a stale bead fair into a fun festival atmosphere that people visit to have a good time and learn, rather than just shop. If people enjoy themselves: they will spend. 

Embrace Change
To survive, everyone needs to change - it's impossible to stand still. You must adapt to a changing market. As markets shrink or fragment into smaller parts, there is an increasing need to differentiate yourself and your business.  Look for your personal benefits and market these to your potential customers.

Lucky Market
Consider how fortunate the jewellery business is - an industry that thrives on relationships and emotion, making it easy to differentiate yourself from competitors. Unlike many other retails like a newsagent or music store. Jewellers can offer unique products and services and tap into the emotional connection between with the consumer.

Christmas Beads

Beaded jewellery makes great presents.  Small and light, so being easily mailed or tucked in a stocking.  It’s also personal and easy to remember who the gift came from.  You can even hang jewellery on the Christmas tree.

 Boxed necklaces with matching earring sets make great presents and easy to wrap.  Offer your customers free gift wrapping and mailing.  For personal gifts buy ready-made jewellery online, requesting your supplier to mail direct with no invoice and a happy Christmas note.

December is the peak retail season, when many stores take one-third of their entire year’s sales.  So ensure you make lots of quality necklaces and bracelets well in advance.  You can always give away as presents if they don’t all sell.

Turquoise is the gemstone for December, but pearls make ideal Christmas presents too – try combining the two or mixing pearls with silver.  All give an air of sophisticated quality.

To read about pearls and how to make a pearl necklace click here.                                                    to top

Christmas Present Ideas - Click a link for details:         

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