Local Jewellers Found to be More Influential Than Celebrities When it Comes to Jewellery Choices

We were overjoyed to read this headline in the Retail Jewellers magazine this week!! At Forum, we pride ourselves on our knowledge and expertise in all types of contemporary and traditional jewellery and we always strive to give each one of our customers the best advice and recommendations.

Here’s more of the article:

“Extensive consumer research carried out by the National Association of Jewellers (NAJ) has found that when it comes to buying jewellery, the local jeweller is more influential on people’s choices than celebrities or the royal family.

According to the research of over 2500 consumers carried out by Harris Interactive on behalf of the NAJ, the Company of Master Jewellers (CMJ) and the Goldsmith’s Company, only 8% of consumers said celebrities influenced their jewellery choices.

This is compared to 61% of consumers who said their local jeweller has an effect on what they buy, greater than both the royal family [52%] and friends and family [59%].

Commenting on the research, Helen Dimmick from the CMJ, said: “I am absolutely delighted that this important survey confirms the primary status of the local independent retail jeweller for influencing precious jewellery choices.

“Their trusted authority and exceptional customer experience are key to the timeless and special relationships with each and every customer to ensure the perfect gift on every occasion.

“Even in challenging and uncertain times, it is the local independent jeweller’s expertise that will deliver the perfect loved one’s surprise waiting underneath the Christmas tree.”