Jewellers can piggyback off Valentine’s Day buzz

As the video plays, items of jewellery worn by the model are highlighted to the side of the frame. Consumers are then able to “click-to-buy” right from the video’s web page.

Online diamond retailer, Leibish & Co, has also developed a novel initiative to help increase Valentine’s Day sales.

Its “10 ways to say I love you” campaign offers 0.07-carat vivid yellow diamond pendants with certificates that come with a “royal title” for the recipient. The titles, including duchess, baroness, countess, viscountess or lady, are said to be permanent and can be added to emails, resumes and credit cards. 

While smaller, independent jewellery retailers might not have the resources to fund major media campaigns like Michael Hill and Wallace Bishop, which has a dedicated Valentine’s Day catalogue featuring almost 100 sale items on its website, it doesn’t mean they can’t piggyback off the buzz generated by such strategies.

The independent retailers contacted by Jeweller noted that although Valentine’s Day wasn’t necessarily a huge money-spinner like Mother’s Day or Christmas, they too weren’t letting potential sales go to waste.

Rick Vela from Laidley Jewellers in Queensland said his store was giving away a gift voucher for a local massage shop with every $300 or more purchase. The offer has been advertised via the business’s Facebook page, local newspaper and in-store. 

South Australian-based GG Pedemonte Manufacturing Jewellers’ Shane Pedemonte explained the retailer was providing a box of chocolates for every purchase of $100 or more, while Corinne Knoll from Jewels of Eden in Melbourne said her store had themed window displays and were also running promotions with certain brands.

The general consensus from the three retailers was that Valentine’s Day traditionally generated a small spike in sales figures but was never a significant trading period.

Never-the-less they expected that Valentine’s Day-related sales would begin to gain momentum in the few days leading up to Friday 14 February; meaning that there is still more than one week for jewellers to think about potential marketing and sales opportunities.  

Need further inspiration?
A number of jewellery suppliers and retailers are promoting special Valentine’s Day themed items, read: heart motifs and red and pink gemstones, in order to encourage spending.

Jeweller has gathered the following list of jewellery pieces on offer to help inspire retailers to make the most of the romantic day.

Suppliers

Nikki Lissoni

Duraflex says that its jewellery brand Nikki Lissoni encourages the Valentines of Australia to give something everlasting with a series of interchangeable coins that feature love emblems, hearts and floral designs. These coins are designed to fit with necklaces or bracelets in the collection, enabling the wearer to customise the jewellery for specific occasions.