As a small independent jeweller, we really get to know our customers and we are known for being able to recognise faces and names of people who visit the shop.
There is one thing in particular we notice from our customers, and that’s the habits and tastes of what they like. We pride ourselves on the range of jewellery collections and designers we stock, as we hope to offer something that will appeal to everyone.
We’ve noticed a definite change in the habits of jewellery customers, who are moving to the more well-known and recognised branded pieces. As I mentioned in my last post, the Shamballa trend is becoming increasingly popular, as well as the significant move into charm ranges such as Lovelinks, Trollbeads and Thomas Sabo. The attraction of these sorts of pieces is that they provide easy and affordable gifts for family and friends to buy for their loved ones. It’s a great idea to get a charm bracelet for someone as a gift as not only can they add to it themselves to create an individual piece, but it means there is a gift for every occasion.
To stay ahead of this trend we’ve bought in the Italian charm bracelet by the Italian brand, Nomination, where you can put together an individual and personal charm bracelet in a completely new and innovative way to those which are so popular now. Argent is the only stockist in Leeds to hold Nomination bracelets.
Shaun Leanne’s collection has also become far more popular since appearing in fashion magazines, on the catwalk and being worn by a range of current celebrities.
The changing consumer
When the shop first started out as a stall at the Granary Wharf, it was more craft orientated and tourist based. Weekends were incredibly busy as the market would offer new themes and events to keep people coming. It was described as the Camden of Leeds.
When the shop made a move to the city centre there was a shift to more ‘designer’ ranges as well as giftware. More branded ranges were introduced and then we took on the bead and charm trends to keep up with the trend and to extend our customer base.
Because we’ve been here for so long (24 years) we’ve noticed that in times of recession the public seem to be drawn to glitz and glamour, which helps to create a feel good factor during a more bleak time. In times like these it’s ranges such as those with Swarovski crystals that appear to sell well. However in more affluent times, people appear to downplay their jewellery with matt finishes and pieces which are more demure. I can see charm bracelets and the layering of jewellery – especially on the arms and around the neck – being here to stay for a while as popular looks among customers.
I find that customers are very brand away and are more driven by reality TV shows and celebrities when it comes to choosing jewellery now, as celebrities often help them to feel more confident and assured when it comes to picking jewellery.
There’s been a definite reduction in what customers will spend now. We have always been renowned as a silver shop first and foremost but we do sell a lot of platinum/ 18ct gold jewellery. There has been a noticeable correlation between the amount of money spent on pieces going down and the prices of metal continuing to go up. Jewellery has made a move to the forefront of fashion which has been helped massively by the celebrity culture.
As the price of metal is constantly on the rise I see silver as very much becoming the new gold. The new Rebecca range (which we now have in the shop) makes the silver statement piece more affordable in the designing of silver plated bronze jewellery. The Branch range which we already have in store has also made a change of this sort, using plated base metal as opposed to sterling silver to make their jewellery more affordable.
In the not too distant future I can see many designers looking for alternatives to keep the prices of their jewellery more accessible and affordable to a greater number of customers.