Dare to be different, say independents
Retail Jeweller magazine launched its search for this year’s Inspiring Independents at London Jewellery Week’s (LJW) first-ever trade day on June 9, where a panel of last year’s featured retailers urged their fellow independents to strive to be different from multiple retailers.
The panel discussion was hosted by Retail Jeweller editor Laura McCreddie as part of the Treasure in Association with The Jewellery Show Salon trade day, and featured EC One managing director Jos Skeates, Baroque co-owner Pippa Knowles, PureJewels brand manager Jayant Raniga, and Nicholas Wainwright, managing director of Boodles, which took the coveted number one spot in last year’s Inspiring Independents competition.
The panel discussed what it means to be an Inspiring Independent, and how to run one successfully. The overriding message was that independent jewellers could compete with multiple retailers by offering a different shopping experience.
Wainwright said: “As an independent you want to remain true to your customer. It’s the look of the shop, its character and your character that draws them in.”
He added that he has seen the standard of the independent retailer rise “dramatically” in the past five years, but said the most potent issue was how to differentiate from the multiples. He said: “Whatever the multiples are doing, we ought to be doing the opposite. In the next five years rather than being committed to brand after brand, independents need to start taking on new designers to make themselves look different to the multiples.”
Knowles agreed. “Speciality is the key. Customers will feel your passion and your drive, and that is the future,” she said.
Skeates said one of the main benefits to running an independent is that people enjoy buying from people. He said: “At EC One we are the brand, it’s very much about us a retailers. Customers want to come into an independent and know that you know what you’re talking about. I think part of EC One’s success is down to our relationship with our customers.”
Raniga advised independents to create their own brand story to draw customers in. He said: “Independents need to ensure that they know what their customer wants to buy and edit what they carry accordingly, because customers value your eye. That freedom to tailor your product offering to your customers’ tastes signifies the true freedom of an independent.”
He added: “Building a strong narrative and getting your customers to relate to your brand is even more important now. They have to love your brand, love your company and love your products.”
Click here to NOMINATE your favourite jewellery and/or watch retailer to make Retail Jeweller’s Inspiring Independents of 2011.
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