Member Press Releases

Video replay: Advice on reopening retail stores from three industry leaders

01 Apr 2021

New raft of measures to prepare our high streets and seaside resorts for summer

The March instalment of our monthly virtual event, NAJ Live, brought in focus the theme that’s on every jeweller’s mind, the reopening of non-essential retail.

The well-attended event featured three presentations by Helen Dimmick, NAJ’s Retail Ambassador, Sarah Jordan, founder of The William Agency, and Alexis Dove, of Alexis Dove Jewellery.

NAJ Live March video replay

Helen Dimmick covered reopening from a retailer’s perspective, touching on five key areas: Store, Staff, Customers, Stock, and Storytelling.

Talking about the store, both physical and digital, Helen suggested these tips for consideration:

  • Refurbish – still time to improve and enhance
  • Spring/ Deep clean 
  • Restock and redisplay
  • Signage – compliance, guidance etc
  • Are you ‘Covid’ friendly?
  • Security – check cameras, insurance etc.

In the last point of her presentation, Helen emphasized the importance of storytelling in this next phase of retail, using your unique positioning to bring customers back in the shop.

Contact Helen | 


Sarah Jordan talked about post-lockdown marketing, explaining the core differences between general marketing and marketing campaigns, and how to implement both into your business.

sarah jordan maketing NAJ Live

When it comes to putting together a marketing campaign, these are points Sarah advised to keep in mind:

  • Consistent across all touchpoints
  • High quality
  • Easy to understand
  • Relevant to your audience
  • Relevant to wider brand
  • Fixed time period
  • Measurable

A key consideration Sarah made that struck a chord with the audience is making sure your marketing messaging is sensitive to the ongoing pandemic and not implying that it is all over once retail reopens.

 Contact Sarah |  


Alexis Dove, the final speaker, was in conversation with Helen Dimmick about how she adapted her jewellery store to make the most out of its physical location and how she found a way to get significantly more footfall by hiring staff that tourists could relate to.

Alexis also explained why being part of the JET Business Network (JBN) has been a game-changer for her,

They’ve been amazing. During this past year they’ve held lots of meet-ups via Zoom. Also, Michael [Donaldson], who hosts the meetings, he’s been available constantly.

I felt really supported. Any questions I’ve ever had or needed answers to, even little worries about things.

The event was brought to a close with Kay from Bradleys The Jewellers being the winner of the bottle of bubbly, which was followed with more conversations in the networking ‘bubbles’, hosted by Garry Lane, NAJ Partnerships Manager.

Contact Michael, JBN Facilitator |

The next NAJ Live event will focus on Diversity and Inclusion, taking place at 10am on Thursday 29th April.

Register Now

Source: The National Association of Jewellers