Jewelry designer, jewelry retailer, Head of Luxury Programs within the Higher Education system, this is for you. At Le Sens du Détail we are glad to share our tailor-made, seamless roadmap to address your daily business challenges and help your business thrive.

If I were a jewelry designer,

My creations would reflect my own values and personal aesthetics.

I’d love to see a smile on my customers’ faces when they wear my designs, all the more when my pieces are joyfully mixed with others. My designs would mirror my creative world - bold, effortless, coherent and refined.

I’d pair my creative skills with a solid marketing strategy to build an effective business.

Skills and talent are indeed a prerequisite, but making a living out of my jewelry designs also requires the unfolding of a wise marketing strategy. I’d need to structure my products into one or more collections, organize pristine jewels sets and review all associated costs to ensure profitability. Additionally, I should expand my clients’ base thanks to an effective sales funnel, leaning on inbound marketing principles. I’d also build long-term, reliable relations with my customers in order to capitalize and grow my turnover. My market positioning, as well as the choice of distribution channels is key to a sustainable activity, but becoming the mastermind of such a complex structure inevitably requires external support to achieve these “outside of my natural reach” goals.

I’d elaborate on my differences.

Talents are many, products marketed everywhere: I’d focus on my unique features to raise a different identity. Facing competitors, what makes me special? Is my style classic or modern? Is my locally-made production a distinctive feature? Do I stand out because I choose off the track or responsibly sourced materials? Does my customer service outrank the usual? Are my unique features a mix of all the above?

I’d carefully pick the distribution channels that suit my needs and designs.

Physical retail, digital sales points, or both? I’d choose the accurate distribution system to ensure my pieces will be cherished, pampered as they should, eventually to be sold at the right price. The perfect sales partner should check all boxes to put my creations forward. I’d love to see them shine and sparkle in retailers’ windows. How am I sure I am making the right choice?

I’d release new pieces and collections at a regular pace, to renew the awe and spark desire. How to set the right cadenza?

Twice a year – it seems to be the average, if not right tempo to release new collections and surprise my clients. However, it also takes skills in stock management to reduce former collections left pieces and deadstock, especially when distribution is handled by a third party.

I’d carefully establish my work schedule and split my time wisely between all tasks requiring my attention: inspiration, customer acquisition, design, suppliers & distributors relations, communication and customer relations.

Being a conductor for my own business requires efficient multitasking, thanks to the development of new skills to address a multitude of topics. Should I handle them all by myself or split work with teammates, should I hire my own staff or work with independent contractors? How do I pick the right partners for me, those who share my values and with whom I can build a long term relationship?

If I were a multibrand retailer…

I’d have a sharp eye to build a multibrand panel of products, mixing watches and jewelry, blue chip households and bold young talents. This would fashion my own signature identity to step aside from other marketplaces.

With spirit, I’d carefully match iconic pieces from established houses with young guns’ creations. Unearthing unseen designers is really exciting, as their pieces spice up my own selection and I can share their designs with exclusive customers. Where do I find the new generation of gems?

I’d share my passion and enthusiasm for the jewelry industry while focusing my efforts on Employee Centrix endeavors.

Staff ought to be our primary customers, their deep commitment to the job propelling them as spokespersons of my business. Therefore, pushing vocational training programs in order to increase their skills and knowledge is my best asset to raise their awareness, share their passion for the job and beautiful designs.

“Location is key”, therefore I’d focus on staging my boutique: embellishments, adornments, detail-oriented windows are essential to generate and increase traffic.

An attractive windows leads traffic inside, therefore I’d make sure my store is visible all year long – however, where can I find inspiration to refresh my settings on a regular basis?

I’d develop a program of events to transform my shop from a retail sales point to an entertainment premise. Becoming a meeting point, my boutique gains attraction with returning customers, building my brand identity.

The playground is endless! Organizing exclusive events within the shop helps building community and brand identity beyond my traditional reach. Luxury nests inside details and a feeling of exclusiveness: I’d shape and celebrate these privileged happenings all year round.

I’d address digital transformation with scaled projects: from emailing campaigns, social advertising, click and collect, to smart CRM or the deployment of full size e-commerce website, I’d embrace digital tools as an extension of my traditional business.

Attracting new clients and turning them into returning customers can be achieved when shaping and adjusting my offer to their digital, mobile habits. Le Sens du Détail has already unveiled its vision of an essential two-sided, physical and digital business. Moving to digital is a great opportunity to extend a seamless customer relationship. A dedicated social online presence will voice my messages to a new type of Gen Z and Millennial customers. A new impulse to rejuvenate and build a personalized customer relationship!

If I were the Head of Luxury Programs in the Higher Education sector…

I’d focus on growing a close relationship with students, the next generation of luxury stakeholders.

I’d willingly share my knowledge and experience. I’d also pass on my passion to fuel that of future designers, jewelers and else.

I’d embrace luxury as a whole, full scale industry that ranges from niche sectors to large, global business models.

Luxury is a powerful industry, hence it should be studied thoroughly, starting from its unique spirit to its exclusive pieces, fruits of ancient craftsmanship to prestigious know-how, not to mention its specific business models. What features are the ones of luxury?

I’d cover all practical aspects of luxury as a business.

‘Luxury is in the details’ – a crossroad between business oriented models and arts classes, I’d make sure to raise awareness about all aspects of the luxury-specific chain of value. Covering inspirational whims to plain and solid distribution logistics, luxury encompasses countless steps that do not fail to reflect exclusive and precious aspects.

I’d work with students to sketch a contemporary perspective of the High end Jewelry and Watchmaking industry.

They are the next key players in the luxury industry, therefore they should be fully aware of its upcoming challenges: starting with jewelry history and culture, I’d cover the aspects of the value chain, addressing digital transformation while keeping an exclusive spirit alive, and adjusting to new customer sensitive stakes such as upcycling. Mentoring programs enable both the professional and student to work closely to concretely address these topics in deep, and start building their brand and image as future designer in the luxury industry.

The road to success includes essential steps such as design, sales, distribution, communication and development. A smart balance between these elements is key to a thriving business, however whether a designer and retailer, some of the above may not be your strong suit. Lack of time to develop the ad-hoc skills, limited expertise or network: all entrepreneurs may encounter setbacks that temporarily hinder a smooth business development. Le Sens du Détail has all the necessary expertise, knowledge and contacts here to help you reach this extra mile to reach further. Talk to you soon!

Photo crédit :  

• Gilles Piel : http://www.gilles-piel.com/

• Kate Hliznitsova

• Shutterstock

• Libreria Antiquaria Gozzini