Member Press Releases

NAJ to deliver local jeweller campaign to consumers ahead of reopening

19 Mar 2021

Jacobs the jewellers

The National Association of Jewellers has actioned a consumer campaign to stimulate a return to visit local jewellers in response to the easing of lockdown.

Leading up to non-essential retail being able to reopen on Monday 12th April in England, and the time that follows, the National Association of Jewellers (NAJ) will be delivering a UK wide campaign that includes press and public relations activity, as well as direct advertising through social media platforms.

Adam Jacobs, Chair of the Association’s Consumer Focus Group said,

We’re determined to get the message out to visit your local jeweller as non-essential retail reopens, to remind the public what the personal and tactile jewellery shopping experience is like.

Like many different retailers looking at reopening, we have to expect an initial pent-up demand. But then what?

We want to showcase the people, the product and the precious moments jewellery can celebrate direct to the public, and as society returns, continue to champion the professional and personal shopping experience that we offer, and love.

The campaign will involve segmented advertising across Facebook and Instagram featuring members and their stores. In addition targeted press and pr will be distributed in an attempt to gain national and local coverage, to feature spokespeople and members to return to their local jewellery retailer, and to use the NAJ’s Find a Jeweller tool for Peace of Mind.

Jeremy France Jewellers Winchester II

As part of the reopening campaign, NAJ will point to the actions members have taken with more than 3000 active sessions of the ‘Be Covid Safe’ online training course throughout the pandemic, and increasing numbers of members taking the StoreSafe pledge ahead of reopening to assure customers essential and trade recommended Covid secure measures for jewellers are in place.

Take the StoreSafe Pledge

In addition, BBC’s much anticipated television show All the Glitters will soon be airing across the UK and available on demand. The show arrives at a time when many who will have postponed weddings and anniversary celebrations can now plan in earnest as the government road plan for easing lockdown takes significant steps forward.


reopening retail soeakers naj 

Reopening Retail NAJ Live

NAJ will discuss what retailers should be considering (and doing) ahead of reopening at the March NAJ Live title ‘reopening retail’. The webinar already has over 300 registrations and takes place on Thursday 25th March at 10am. The NAJ Live will kick off with host Helen Dimmick, NAJ’s Retail Ambassador who will explore what retailers may be thinking right now. Then, Sarah Jordan of the William Agency will present five must do activities for jewellers to attract pent up demand. Alexis Dove of Alexis Dove Jewellery is the third speaker of the 90 minute session, discussing the steps they have taken as a business to reopen, and how the NAJ’s JET Business Network has helped them to be prepared, commercially.

Register for NAJ Live: Reopening Retail


Jewellery remains in the present moment

Since the start of the year, NAJ has also continued to issue communication toolkits for buying events through the year. This has included valentine’s day, mother’s day, and now toolkits are available for weddings and anniversaries with toolkits added each month.

Future toolkits include:

  • Spring Clean
  • Bridal
  • Festival thoughts
  • Bespoke
  • The time to enjoy it.

NAJ Members simply visit the present moment resource page each month, to download the relevant toolkit to factor into their own communications, including email, social media and traditional print marketing. 

Download present moment toolkit

Source: The National Association of Jewellers