NAJ publishes ’21 Style Edit as part of Christmas consumer campaign

12 Nov 2020

Image: Thomas Sabo Magic Stars collection featuring Rita Ora 

The Jeweller, The National Association of Jewellers' in house publication has today published it’s ’21 Style Edit as part of its Christmas consumer campaign activities.

The Edit, which has been created by a panel of industry representatives including the Company of Master Jewellers, The Goldsmiths’ Centre and The Goldsmiths' Company features 21 pieces from Autumn Winter collections from designers, manufacturers and suppliers.

View the Edit

Belinda Morris, Editor of The Jeweller, and the person who brought the final edit together said,

The need to ‘connect’ is always key at this time of year… and this year it will be more important than ever. Gifters will want to indulge loved ones with meaningful and special gifts to enjoy the perfect present moment, that will also have lasting appeal. Jewellery will always fulfil such wishes.

Featuring in our Winter issue in December, we just had to publish the mouth-watering edit of beautiful jewellery to support the consumer campaign, after all it is inspiration for the festive season and beyond.

Featuring the likes of Domino, Charles Green and Treasure House, alongside established designers such as Sean Leane, Fei Liu and Matt Aminoff, the Edit also features new designers including Daisy Grice for her Sterling Silver Double Fang pendant with black diamonds, fierce gender fluidity!

On making the Edit, Daisy Grace said,

“I am thrilled to have my most distinctive piece to date – the Double Fang pendant – to have been selected for the Style Edit 21. Created for daring souls, my work is a personal journey, every element is artistically thought out to be perfect in design and wearability. Jewellery is the perfect gift this season, a wearable piece of art to tell a story, mark a memory or simply to make someone feel special. Such a personal keepsake will last a lifetime and beyond... to be passed on through generations.”

 

The Edit also forms part of the NAJ’s Christmas consumer campaign, The Present Moment which information has also been published alongside the edit.

View the NAJ’s Christmas campaign

Adam Jacobs, Chair of the NAJ's Consumer Focus Steering Group and Managing Director of Jacobs the Jewellers said,

“We’re delighted to be able to share with the NAJ community the Christmas Campaign. With lockdown we’ve certainly pushed hard to be able to bring this activity forward so while members might not be fully ‘open’ at the moment, they can certainly join the campaign to get more people buying more jewellery this Christmas.

"I’m grateful for the support of partner organisations in their willingly proactive support to get this project delivered. It carries a lot of punch and with members’ support it can help drive sales.

“After polling the sector on who should be the target for the campaign, the marketing activity logically arrived at ‘The Present Moment Campaign’. We will promote local jewellers, put gifters firmly on track to look for jewellery, not an IOU, and to choose the unique physical, personal and emotive characteristics jewellery has.”

The campaign is available for members and supporters to view and includes:

1. National press and PR activity to drive traffic back to the NAJ's Find a Jeweller member directory
2. Results of a national survey indicating how important jewellery is to the buying public to underpin the press release (and for members to share locally)
3. Soundbites and comments from familiar faces to qualify the research
4. The Jeweller's '21 Style Edit to provide inspiration for the press and PR, and enable members to get involved locally
5. Member toolkit for you to join the present moment campaign locally, inc:

• templated press releases
• creative assets
• promotional opportunities to 'unwrap the present moment'.

The Member Toolkit is free for all NAJ members, available when they join the campaign. 

Now the Jeweller’s ’21 Style edit is published, the Association moves to develop the member support pack which is anticipated to be shared with those subscribed to the campaign page week beginning 16th November (next week).

View the NAJ’s Christmas campaign

 

Source: The National Association of Jewellers