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


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.

Alexander Davis

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.

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.