Valentine’s Day may not be considered as important as the Christmas or Mother’s Day trading periods but there is no doubt it offers another chance for retailers to market jewellery as the ideal gift.
One jewellery company that has set out to engage the Valentine’s Day audience is Tiffany & Co. Its ‘Love is…’ digital campaign, which runs across the retailer’s website and various social media platforms, includes a gift guide, a short video series of people describing their interpretations of love, and a customisable ‘love note generator’ that consumers can share on social media.
Pandora has a similar Valentine’s Day digital love note service that features the brand’s lifestyle and product imagery. It has also released a short video targeted towards men who are unsure of what to buy women for the romantic event.
Another international jewellery brand, Forevermark, has sought to engage consumers with a poll on its website. Consumers can click on one of two options in a series of questions to describe their ideal Valentine’s Day.
With each selection, they are able to see how other visitors have voted while additonally being presented with gift suggestions from Forevermark’s collections.
Local jewellery suppliers and retailers are also introducing promotions to help increase sales in the lead-up to 14 February. Jeweller has compiled a selection of these below.
In the spirit of Valentine’s Day, retail stockists that purchase Abrazi’s Introduction collection will receive the complementary men’s wedding cufflink range valued at $250. The Introduction collection includes eight colliers, 10 bracelets, nine pairs of earrings and one tiara. The offer is available for a limited time.
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Fabuleux Vous has released a limited edition sterling silver jewellery collection for Valentine’s Day. The Heart Series includes a necklace and two styles of earrings in sterling silver with heart-shaped motifs and a sandblast finish.
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Najo has released a 14-piece sterling silver Valentine’s Day package, which includes bracelets, earrings and rings, as well as the Love Knot necklace from the supplier’s yet to be released La Luna collection. In addition to gaining a sneak preview of Najo’s upcoming winter range, retailers that order the Valentine’s Day package will receive two free heart bracelets. The sterling silver version is valued at $89 and the gold-plated sterling silver version is valued at $99. The promotion ends on 12 February for a 14 February delivery.
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Consumers that purchase a silver Loved or Forever two-lock tag pendant from participating Nikki Lissoni stockists will receive the matching necklace valued at $49 for free until 14 February. Nikki Lissoni is distributed locally by Duraflex Group Australia.
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In the lead-up to Valentine’s Day, Stones & Silver is offering retailers a special price for a pack of six sterling silver heart rings featuring turquoise, onyx and mother of pearl. The supplier is also offering a complimentary sterling silver chain with each order of its turquoise heart pendant and earrings set. Both promotions are available until 14 February.
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Customers that spend $220 or more on any Swarovski product will receive a free pair of Harley earrings valued at $99. The rhodium-plated earrings consist of an earlobe cuff design with crystals in a bezel setting. The pink colourway is exclusive to the Valentine’s Day promotion.
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Thomas Sabo, distributed by Duraflex Group Australia, is offering a discount on three bracelets in sterling silver, rose gold-plating and freshwater pearl from its Love Bridge collection. The promotion is available until 14 February at participating retail stockists and comes with complimentary personal engraving.
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TWM Co has launched a range of women’s eternity rings in time of Valentine’s Day. The Eternity collection comprises rings set with VS and D colour diamonds milled from solid gold. They are available in rose, yellow and white gold, as well as palladium and platinum.
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