‘Make Christmas happen’ programme launched by the National Association of Jewellers


The National Association of Jewellers (NAJ) has announced an exclusive programme of support for just 16 independent jewellery retailers who have their sights set on a successful festive trading period.

‘Make Christmas happen’ is a structured commercially led support programme for a cohort of 16 participants, put together for those who are best positioned within an independent jewellery businesses to ‘make it happen’. The programme will push the cohort as a group, and the individual representatives in the respective jewellery retailers to promote their business as efficiently and effectively as possible, to maximise sales through October, November and December, pivotal months for many in the trade.

Register Interest now

With no VIP evenings, supplier or designer showcases, or in fact group gatherings of any note, many jewellers will not be able to deploy their ‘usual’ festive campaigns. Right across the sector, jewellers will be challenged to think differently in the midst of a pandemic to maximise sales, which has led the Association to move quickly to publish the programme amid ongoing government announcements.

The programme only demands on average 90 minutes a week out of the business on the business and is of maximum benefit for independent jewellery retailers who due to COVID feel existing campaigns are void, may be considering different campaigns but are unable to draw out a focus, may have started their campaigns but are finding taking deposits challenging, or even not yet considered any campaigns of note due to the pandemic’s influence on the jewellery business to date.

The marketing programme is built on the Promoting Your Business module from the JET Business Development Diploma and also incorporates an online course for social media, as well as multiple enrolments for a relevant JET Essentials modules, to help support the business’s sales staff on the run-up to Christmas. Masterclasses on PR and Facebook advertising are also included, as is ready prepared marketing collateral to deploy through relevant channels.

In parallel to the structured development programme is business mentoring from leading industry consultant and JET Business Network (JBN) facilitator, Michael Donaldson.

With over 30 years blue chip commercial experience under his belt selling everything from bars of soap to bars of gold; Michael will support each candidate with three one-to-one sessions, as well as facilitate four group sessions with others in the cohort to share best practice and insights that will help you make Christmas happen.

Speaking about the opportunity Michael said: “Christmas has traditionally been the most important trading period of the year and is often referenced as the month jewellers make their money, but this Christmas is different. Doing what you have always done will be no guarantee of getting through 2020 unscarred.

“The NAJ support programme has appeal for every retail jeweller – those who want to sense check their current plans, those still thinking about their plans and whose who haven’t had time to think about Christmas, let alone a sales plan.”

The ‘Make Christmas happen’ support package in full is,

For the principal ‘Make Christmas Happen’ marketing lead: 

  • Promoting your business module from the JET Business Development Diploma
  • Choice of novice or intermediate Social media online course
  • Three one-to-one planning sessions with Michael Donaldson, JBN Facilitator
  • Four Group sessions with other members of the cohort, facilitated by Michael Donaldson
  • Template festive media packs and social media collateral
  • One seat for the Facebook Advertising masterclass and one seat for the PR masterclass.

For supporting sales staff: 

  • Up to five logins for a JET Essential module of your choice, examples including jewellery, selling and customer care, rings, diamonds and gemstones.
  • One Advanced selling module from the JET Business Development Diploma (applicable to a nominated sales representative)

Each seat on the cohort is priced at £1495+VAT for Members, and £1945+VAT for non-members. Purchased independently, jewellers can expect to pay £2700+VAT.

Registration for the cohort is strictly first come, first serve and interested parties should contact Marie Garnett, Head of Education at the National Association of Jewellers to register their interest before the cut-off date of Friday 2nd October.

Register interest now (or call 0121 237 1110)