$6,000 prize in Pastiche Mother’s Day comp

The Pastiche “Make an Impression” competition invites all existing Pastiche and Lovelinks retailers to design a window display with the jewellery brand’s product and branding material based around that special day dedicated to mothers.

The major prize is a $6,000 travel voucher and a winner from each of the following territories: NSW/ACT; VIC; SA; TAS; QLD; WA/NT; NZ will receive $1,000 credit. Mini prizes of $150 credit will also be awarded to the prime staff member nominated for the winning displays.

This is the first time the company has organised a competition for retailers. General manager sales and marketing Michael Elliott says he hopes it will inspire retailers to think outside the box as well as promote the brand. 

“Mother’s Day is probably the second biggest selling period for the jewellery industry, so it made sense to hold something for the occasion,” Elliott said. 

“We came up with the idea of having a competition that’s not based on purchase or turnover, where retailers can have some fun and develop a really nice display,” he said. 

He believes the initiative will push retailers to reconsider the role that good displays, customer service and cohesion of product play in generating sales.

“I think a lot of the traditional retailers, including the jewellery industry – particularly in the rural areas – are in the doldrums and they’ve forgotten how to be retailers. They think they can only make a sale if the item is discounted,” he said. 

The competition was announced over the weekend at the Sydney Reed Gift Fair. Elliott said the overall reception from buyers was positive with 90 per cent saying they would become involved. 

He added that the three jewellery buying groups were supportive of the initiative. Nationwide Jewellers will be offering extended credit to its members should they wish to purchase more product for their displays. 

Participants must maintain their window displays for a minimum of two weeks leading up to Mother’s Day on Sunday 12 May. 

Entrants will be judged via photographs submitted to an independent judging panel, which includes representatives from the three buying groups, Fashion Trend Magazine and Jeweller. 

The deadline for submissions is Friday 17 May and winners will be announced at the JAA International Jewellery Fair, Sydney in September.