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‘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.

DPD scoop Transforming Retail Award with Delivery Innovation of the Year:. '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.

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 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' 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."


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