As the Fashion Industry Takes a Hit, How Do Jewelers Survive the Pandemic?

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The public remains indoors as COVID-19 continues to spread all over the world. Shops have to shut down as national governments impose a lockdown in an effort to reduce the number of people becoming ill and getting hospitalized. Even with the restrictions lifted in many places, consumers remain in the safety of their homes.

The impact of the pandemic has been devastating for the fashion industry. Major retailers had to file for bankruptcy after failing to sell their merchandise. Many stores have closed down for good.

There are, of course, a few that have been surviving, particularly brands that sell loungewear. However, they are the exception, not the rule. For most, the pandemic has been tragic.

This year has not been bright for jewelry sellers, either. Many jewelry trade shows were canceled all over the world. With weddings, parties, and other events being postponed, consumers cannot find a reason to buy jewelry.

How are other jewelry stores adapting to the pandemic?

Jewelers Go Online

The best strategy for most businesses this pandemic is to start selling online. Choosing and buying products from e-commerce platforms remain the safest way to shop this year.

Those who have not already should beef up their presence on the internet by creating profiles on social media and launching an online store.

This, of course, requires a bit of preparation. The website should look professional and should be secured, so hiring a developer and investing in online security solutions are the primary goals. Staff should also be trained on how to edit your jewelry photos to show their true brilliance, even if the clients are looking at precious gems through the screens of their smartphones.

A family-rim jewelry store, which has been around for decades, was one of the small businesses that quickly adapted to the situation. Owners created a livestream event to showcase their products online. Every week, more than a thousand people watch their livestream on YouTube.

Brides and Groom Shop for Rings Online

Although many weddings had to be postponed this year, people are still getting engaged and, one day, when things go back to normal, will get married. Jewelers do not have to open their doors for brides- and grooms-to-be while the virus is still around. They can limit staff and client interaction by shifting most discussions and negotiations toward Zoom.

Many jewelers have been existing solely online for years before COVID-19. They use social media sites like Instagram and Pinterest to market their products. They have interested buyers from all over the world inquiring, looking at, and finishing the sale of a piece of fine jewelry.

Copying their strategy could help all jewelry sellers that have physical stores to cater to a larger audience. After all, while the U.S. botched is COVID-19 response, people in New Zealand are back to normal.

In 2020, virtual consultations should begin to become the norm. The client can set an appointment on the jewelry seller’s website or through phone calls. They can use a video app such as Zoom or Skype to communicate. The first couple of minutes would be questions about what the client is looking for, their budget, when they need it, etc. During the online meeting, the seller would show photos or videos – in high quality – to the client.

The client can choose which jewelry to take a closer look at and then decide whether they want to try it on in-store.

In-Store Try-On: How to Prevent COVID-19 Infection

Some clients prefer to try on jewelry before making the purchase official. If the state allows businesses to open back up, then in-store appointments can continue as long as the minimum public-safety standards are followed. Masks should be required and social distancing should be enforced.

In-store visits should be done in addition to virtual consulting to limit face-to-face interactions. The number of customers allowed inside the store should also be limited to a third of normal capacity.

Moreover, jewelry should be sanitized in between fittings. COVID-19 may spread through fomites. Using alcohol-based sanitizers would kill viruses without damaging the jewelry.

The pandemic has been tough, but by finding innovative ways to continue selling despite restrictions, small businesses, including jewelry sellers can survive 2020 and beyond.

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