Is your jewellery store ready for Orthodox Easter?

There are a number of themed holidays throughout the year that jewellery retailers and suppliers market heavily to their customers: Valentine’s Day; Mother’s Day; Father’s Day; Christmas – but what about Easter?  

While Easter can perhaps slip under the radar, it might be the perfect opportunity to attract more interest from consumers and help to give a store a point of difference. 

Many Orthodox churches base their Easter date on the Julian calendar, which differs from the Gregorian calendar that is used by many western countries.  

Both religious holidays, however, symbolise rebirth, regeneration, renewal and above all are a time for celebration. Why not create a temporary display that features Easter-themed or religious-inspired jewellery pieces? Dying hard-boiled eggs the colour red to represent the blood of Christ is a special custom for the Orthodox church. Perhaps this could also provide some merchandising inspiration? 

Oblo Jewellery managing director Michael Oboler said Easter provided the perfect opportunity for retailers to place their religious-themed items at the forefront of their jewellery displays. He explained, that while most retailers stocked a selection of this type of jewellery, it was often scattered in among other jewellery pieces or situated in a discreet section of the store. 

Local jewellery supplier Display Plus Imports (DPI) has a number of pendants and necklaces featuring crucifixes, Celtic crosses, Anch crosses, St Christopher pendants and St Mary Lord prayer medallions. 

The company’s marketing manager Kristy Dahan said religious themed pieces were very popular among its retailers, which includes traditional jewellery stores and churches. 

She also explained that retailers generally have a constant supply of these jewellery items in stock for special occasions. If this is the case, an opportunity may arise to leverage the pieces and produce other marketing displays for events like baptisms, first communions and even Christmas.