Valentine’s Day might be a relatively short trading period compared to Christmas or Mother’s Day but there is no doubt that the event provides jewellers with an opportunity to market jewellery as the ideal gift for consumers.
One retail chain that has set out to engross its Valentine’s Day audience is Michael Hill. With a digital campaign, titled Stories of love, Michael Hill invites consumers to share their love story and submit engagement photos with the hashtag #mymichaelhill. The campaign is currently running across the business’ website, Instagram and Facebook pages.
In addition, Tiffany & Co has developed a strategy to capitalise on turning its current product offering into Valentine’s Day sales. The jewellery company provides a gift guide on its website supported by an Instagram-based campaign.
Another example of a jewellery business leveraging the Valentine’s Day hype is Swarovski. As well as releasing its Crystal Wishes collection in the lead up to the romantic event, the brand is targeting Millennials with a digital dating quiz. The initiative is conducted in collaboration with brand ambassador Karlie Kloss and aims to assist consumers to find their “perfect dating symbol” from the Crystal Wishes collection.
This year, several local jewellery suppliers and retailers are eager to boost sales in the lead up to 14 February. Jeweller has gathered a selection of offers below designed to help retailers and consumers take advantage of this romantic occasion.
Fabuleux Vous is sharing the love this Valentine’s Day by commemorating the poet Walt Whitman and his poem, Once I pass’d through a populous city. The limited edition collection includes a sterling silver sandblast-finished heart and a pendant accompanied with the poem’s paraphrase ‘we were together, I forget the rest.’ The pendant also has space for personalised engraving.
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In the lead up to Valentine’s Day, Ikecho Pearls has released sterling silver threader earrings, convertible stud earrings and a rhodium-plated ring. All feature freshwater pearls.
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Customers who make purchases of $99 or more will receive Najo’s Little Love sterling silver necklace, valued at $79.
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Thomas Sabo, distributed by Duraflex Group Australia, is saluting the symbol of love by offering consumers a 15 per cent discount on all its heart items from the current collections. The offer is available until 14 February.
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Retailers
Still in need of inspiration for how to encourage consumer spending? Take a cue from other retailers getting into the Valentine’s Day spirit.
Linneys
This year, Linneys is celebrating Valentine’s Day by hosting an Instagram competition whereby one lucky winner will receive an 18-carat gold South Sea pearl cage pendant valued at $1,600. For a chance to win, consumers must follow the retailer on the social media app and use the hashtag #withlovefromlinneys.
Mondial Pink Diamond Atelier
Mondial is promoting a competition through its Facebook page. The retailer is inviting consumers to share their most romantic story in 50 words or less. In doing so, all will be in the running to win a pair of heart-shaped stud diamond earrings valued at $4,500.
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