For some, the competitive nature of the jewellery market can make it difficult to stand out. For others, consumer trends and preferences change so quickly that remaining relevant can seem exhausting.
Budget restraints are another common complaint, with limited financing making it difficult to complete comprehensive marketing strategies. Other retailers simply feel they don’t have the time or energy to prioritise marketing.
With this in mind, Australiasia’s largest buying group, Nationwide Jewellers, has made marketing a key focus at this year’s International Jewellery Fair in Sydney.
General manager Glen Pocklington said navigating and overcoming these challenges is crucial in the current economic climate.
“In a slow economy, one of the most effective strategies for retailers selling discretionary products is to amplify their marketing efforts to gain a competitive edge and grow their market share,” he told Jeweller.
“This is why our education and consulting program for the fair is so heavily focused on marketing. We will provide opportunities for members to have detailed discussions on how to implement various marketing initiatives in their business, focusing on digital.”
More than 200 retailers were surveyed on digital marketing as part of Jeweller’s 2024 State of the Industry Report.
When asked if digital marketing efforts generate a significant portion of sales, just 34 per cent of those surveyed answered either ‘strongly agree’ or ‘agree’. A near-equal amount (32 per cent) disagreed.
A follow-up study reaffirmed these findings, finding that more than 600 independent jewellery retailers in Australia don’t even have a website!
Pocklington said that Nationwide’s workshops and consulting sessions will address various topics, including website performance enhancement, using artificial intelligence to create effective marketing strategies, and creating compelling and engaging content for social media.
Sessions will also address new Nationwide initiatives for increasing custom design sales and how to use programs such as Canva to create a Christmas catalogue.
He added, “We have also created an extremely attractive introductory offer for independent jewellers who join the group before the end of 2024.”
“We recognise that many jewellers understand how important it is to build an online presence for their business, but unfortunately lack the time or expertise to implement this important aspect of their marketing.
“Hence, we are offering a free website build or upgrade upon joining the group. In addition, we will host new members at our 2025 annual members’ conference free of charge.”
Nationwide will also provide free support services for members, including diamond grading, leasing advice, business analysis and consultation.
The International Jewellery Fair will run from 17-19 August at the ICC Darling Harbour, beginning at 10am daily.
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