CMJ retail member, Forum Jewellers is adapting to the current lockdown and offering customers a free proposal ring this Valentine’s Day.
Adapting to swift changes in trading has been one of the biggest challenges for small businesses during the Covid-19 lockdown. The jewellery industry has suffered and research shows that whilst people like to browse online, when it comes to engagement rings, many like to visit in store to make the final choice. This is certainly Forum Jewellers’ experience in Broadstone, and the jewellers has developed an engaging experience for customers this Valentine’s.
Forum, understanding that it is difficult to get the right impression of the sparkle or even size of an engagement ring purely online, is offering a free proposal ring posted to people who register on its website. The silver rings are set with cubic zirconias and are worth around £40.
The couples will also receive a voucher offering 10% off the actual engagement ring and will be invited for an exclusive appointment in store once the shop reopens. A free ring resizing for the proposal ring to keep as a memory, and a goody bag including prosecco will also be part of the package.
Helen Molloy, Forum Jeweller’s director, explains: “We wanted to offer men, in particular, an option if they were worried about buying an engagement ring online but wanted to make the most of Valentine’s Day to pop the question. We’ve had to react pretty quickly as obviously we were hoping to be open and to capitalise on one of our busiest days of the year. We’ve put together an integrated marketing campaign, including changing our scheduled radio ads to reflect the offer.”
She continues: “Although it might seem a risk giving away free proposal rings, we were fortunate enough to have a sample box of rings which has meant no additional outlay for us.”
To find out more about the Forum Jewellers Valentine’s offer, click here: https://www.forumjewellers.co.uk/proposal