Jewellery Manufacturers Say Exhibiting a Shopper a Good Time Brings Gross sales
But the connection goes past only a industrial one, she added: “The connection with the manufacturers retains folks in the identical circle of pals, and shopping for is a part of protecting their place in society.”
It’s not solely blue-chip manufacturers that set up occasions. Final summer time David Morris, a family-owned jewellery firm in London, invited 20 purchasers to a non-public villa on the Greek island of Mykonos the place they loved a few days of sunny climate, dance performances and high-quality eating. In fact jewellery was on the menu, too.
In November, the home’s gross sales workforce was “nonetheless engaged in ongoing conversations with the purchasers who attended the occasion,” mentioned Jeremy Morris, the corporate’s managing director, who hosted the occasion together with his daughter, Cecily, the model’s content material supervisor. He added that gross sales from the occasion embody some items set with Paraiba tourmaline, a stone that has turn into a signature of David Morris creations.
A number of small-scale receptions or different occasions scattered all year long at the moment are a cornerstone of the advertising technique at some rising manufacturers.
Hattie Wombwell, the chief govt of the high-quality jewellery model Anoona Jewels, mentioned that attracting potential purchasers to the model’s debut occasion in London in November was essential to convey the “model’s story, true character.” It employed Louise de Turckheim, a publicist and luxurious items specialist, to ask 65 visitors for champagne and canapés at Caviar Kaspia, now a non-public membership.
And Lily Gabriella Elia, the founding father of Lily Gabriella Jewellery, makes use of her showroom within the upscale Burlington Arcade in London for occasions. “We often select themes,” she mentioned. “For instance, not too long ago, we picked crystal therapeutic and birthstones, and we additionally set up occasions hosted by current purchasers for his or her pals.”
