While international jewellery companies like Tiffany & Co. have hit headlines with their exclusive gift offerings, retailers can follow suit, bundling stock and repackaging it into a new story that’s sure to delight customers at this important time of the year.
The calendar provides an opportunity for the customer to engage with your brand every day for weeks, while positively associating your products with the joy and excitement of the festive season while sampling the brand's most popular offerings.
Opening each window is a fun, interactive and memorable experience for your customer, and makes it likely they will return to you every holiday season.
When putting together a jewellery advent calendar for your store, see if you can include a selection of different pieces – earrings, bracelets, rings, and more – tied together with a theme.
Here are some ideas of how you can create advent calendar themes to match your customer's budget:
1. Silver Package: Take advantage of your sterling silver stock and create a more affordable advent calendar. Perfect for silver lovers or a younger gift recipient.
2. Gold Package: Yellow, white or rose gold, plated or solid, 9-, 14- or 18-carat – the choice is yours. To cater to different customers, retailers may decide to offer both an affordable and a luxury version of the gold advent calendar.
3. Diamonds Package: A luxury option that could be promoted as the ‘ultimate gift’ with diamond studded jewellery options.
4. Custom Service Package: For an extra fee, offer customers the opportunity to create a custom advent calendar for their loved one. This could also be a proposal advent calendar, with the engagement ring hidden behind Christmas day.
Feeling inspired? See examples below to see how retailers have put theirs together.
Tiffany & Co
Category: Jewellery | US$112,000 | Tiffany & Co (Only 4 available)
Missoma
Category: Jewellery | US$510 | Missoma
Olivia Burton
Category: Jewellery | US$181 | Olivia Burton
The White Company
Category: Jewellery | US$126 | The White Company
Marks & Spencer
Category: Jewellery | US$25 | Marks & Spencer
JD WILLIAMS
Category: Jewellery | US$19 | JD Williams
Beaverbrooks
Category: Jewellery | US$129,329 | Beaverbrooks
HARRY POTTER
Category: Jewellery | US$77 | Harry Potter
Jo Malone
Category: Beauty | US$413 | Jo Malone (Sold out)
DiptYque
Category: Beauty | US$413 | Diptyque
Lush
Category: Beauty | US$252 | Lush (Sold out)
L’Occitane
Category: Beauty | US$63 | L'Occitane
Lancome
Category: Beauty | US$110 | Lancome
MOLTON BROWN
Category: Beauty | US$250 | Molton Brown
SPACE NK
Category: Beauty | US$265 | Space NK
NET-A-PORTER
Category: Beauty | US$260 | Net-A-Porter
lookfantastic
Category: Beauty | US$99 | lookfantastic (Sold out)
CHARLOTTE TILBURY
Category: Beauty | US$200 | Charlotte Tilbury
SEPHORA
Category: Beauty | US$45 | Sephora
LIBERTY LONDON
Category: Beauty | US$290 | Liberty London
BASTIDE
Category: Beauty | US$140 | Bastide
ACQUA DI PARMA
Category: Beauty | US$470 | Acqua Di Parma
ARMANI
Category: Beauty | US$322 | Armani
MAC
Category: Beauty | US$166 | MAC
PENHALIGON'S
Category: Beauty | US$452 | Penhaligon's