Valentine’s Day might be a relatively short trading period, but it doesn’t mean retailers should dismiss the chance to make additional sales.
Colin Pocklington, managing director for Nationwide Jewellers buying group – which represents more than 500 member stores across Australia and New Zealand – said it was important for jewellers to leverage any fanfare surrounding the event with promotions such as window displays.
Carson Webb, general manager of Showcase Jewellers, which has more than 250 member stores, added that retailers – especially those that carry fashion brands – should “always embrace every opportunity to ‘romance’ consumers”.
“There is no doubt that with our world more closely connected these days through social media and global brands, [Valentine’s Day] does have a stronger presence than, say, 10 years ago,” he said.
One retailer that is making the most of this digital integration is Tiffany & Co. Its Concierge of Love global marketing campaign encourages consumers to connect with the brand through social media platforms such as Twitter. Twitter users can request gifting advice from the ‘concierge of love’ via the #vdaytips hashtag, and share brief, romantic notes using #lovein6words.
Tiffany & Co’s website also incorporates ‘Drop a Hint’ buttons that will email the recipient a link to the desired piece of jewellery, as well as offering Valentine’s Day date venue suggestions and gift ideas.
Cartier has also launched a campaign ahead of Valentine’s Day, which involves a six-minute video featuring various engagement rings. The jeweller’s website allows consumers to learn more about the individual rings presented in the video and browse suggested men’s and women’s Valentine’s Day gifts.
Valentine’s Day promotions are not limited to global luxury brands, though. Local jewellery suppliers are also keen to help storeowners boost Valentine’s Day sales. Jeweller has listed a range of offers below designed to help retailers take advantage of the romantic occasion.
Suppliers
Guess
Guess jewellery, distributed locally by Designa Accessories, has developed a box set to mark the romantic day. The Crystals of Love package includes a rose gold mini heart pendant and a pair of earrings valued at $99. The set incorporates Austrian crystals as well as the Guess heritage triangle tag on the necklace chain.
Ikecho Pearls
In the lead up to 14 February, retailers will receive discounted prices on selected Valentine’s Day-worthy pieces from Ikecho Pearls’ range of gold and silver jewellery.
Karen Walker
Karen Walker jewellery stockists are encouraged to promote the brand’s range over Valentine’s Day with additional point of sale marketing material. The material will be supplied by the brand’s supplier, Worth & Douglas, and can be incorporated into websites, social media posts and other digital advertising. The marketing material also has an area for retailers to add their own logo and contact details in order to customise the material to their own store brand.
Najo
Najo has prepared a special Valentine’s Day pack for jewellers that contains three bracelets, four necklaces and two earring sets – all of which are valued at under $100. In addition, the pack comes with a promotional ‘strut card’ and five pairs of heart studs that can be offered as a gift with purchase.
Nikki Lissoni
Customers that spend $150 or more on Nikki Lissoni jewellery, which is distributed by Duraflex Group Australia, will receive a free, interchangeable coin valued at $69. Two coin styles will be available, both featuring Swarovski crystal elements set in a love heart design.
Pandora
Pandora’s new hand-finished Valentine’s Day collection features classic symbols of love and romance in both sterling silver and 14-carat gold pieces. The range includes charms, bracelets, rings, pendants and earrings that are complemented by cubic zirconia accents.
Peter W Beck
Peter W Beck has developed a Valentine’s Day consumer brochure, which includes recently released designs set with diamonds and featuring laser engravings.
Thomas Sabo
Thomas Sabo, distributed locally by Duraflex Group Australia, has launched the Love Bead – a rose quartz Karma bead. Valued at $99, the Love Bead is a gift-with-purchase promotion offered to customers that buy a bracelet before 14 February. The bead comes with matching pink packaging, a heart tag and a greetings card with space for a personal message.
TWM Co
TWM Co has specifically designed the new I’m All Heart line of rings for this Valentine’s Day. The ring pictured includes two rows of round, brilliant cut diamonds set in a micro-pave style and a love heart-shaped blue topaz set in 18-carat white gold. The ring also features laser precision-cut love hearts.
Retailers
Still in need of inspiration? Other retailers are also getting into the Valentine’s Day spirit in an attempt to encourage consumer spending.
Linneys
Linneys has created a gift guide to assist consumers with selecting the most romantic pieces from its collection of jewellery, which features coloured gemstones, Argyle pink diamonds and Australian South Sea pearls.
Mondial
Mondial Pink Diamond Atelier is celebrating this Valentine’s Day with the release of a range of eternity rings featuring Argyle pink diamonds. The new rings are the latest addition to the brand’s Infinity collection, and free engraving will be offered with any purchase from this collection in February.
Swarovski
Swarovski Australia will be offering a single stem rose with any purchase of $180 of more from 12 to 14 February, or while stocks last. The brand is also launching a new collection for Valentine’s Day, which is said to reinterpret traditional heart motifs.