INTERVIEW – Digital strategy key to prevail through coronavirus crisis, jeweller says

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March 25, 2020 – Award-winning London-based jewellery designer Alexander Davis, who has a showroom on Duke Street near Selfridges, has like other UK jewellers shut his retail premises and is now working from home. A well-planned digital strategy will be essential for businesses to thrive through the coronavirus pandemic, he tells Jewellery Outlook Editor David Brough.

INTERVIEW – Digital strategy key to prevail through coronavirus crisis, jeweller says

Alexander, what are your plans for your workshop?

During this lockdown I have transferred my workshop and stock to my home in Hampshire so that I can carry on making commissions and fulfilling online purchases and I am using technology such as WhatsApp and video conferencing to stay in contact with customers and colleagues.

It will also be a good opportunity to work on new concepts and designs. I have a lot of interesting ideas in the pipeline and will be spending the time wisely!!

As your customers self-isolate, will you be boosting your digital and social marketing activities and online retail presence?

I think it’s important to stay in touch with your customers and use this opportunity to develop your digital strategy.

I want to get customers thinking about the possibilities for their next commissions so I’ll be sending out newsletters with lots of cool ideas for pieces of jewellery.
INTERVIEW – Digital strategy key to prevail through coronavirus crisis, jeweller says


How do you see the UK jewellery sector transforming as a result of this crisis? What messages should the sector be sending out to consumers?

There will certainly be an increase in online marketing and jewellers with a strong online presence already stand in good stead to maximise this opportunity.

I think in these difficult times people should treasure what makes them happy and can brighten their lives, and having jewels that are crafted with love and care can have a very positive effect.

www.alexanderdavisjewellery.com

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