'Eco chic' is key to Jersey Pearl’s sales boost

Wednesday 18 January 2017

An Island jewellery company is celebrating pearl-fect Christmas sales results, after their newly-opened UK flagship store brought a year-on-year increase of over a third.

Jersey Pearl – renowned for its signature pendants and collar necklaces at RRPs of up to £2,600 - opened its UK boutique just three months ago, but has already found that the business' development move was 'meant to bead'.

The new opening in Windsor Market, alongside its ‘To Give is to Get’ campaign over the key festive period, contributed to a sales boost of 37%.

A first look @Jersey_Pearl boutique in #Windsor Market Cross House #pearls. Congrats if you got it right! pic.twitter.com/KfS491DzMH

— Jersey Pearl (@Jersey_Pearl) October 13, 2016

But Ruth Azar, communications lead at Jersey Pearl, said that it was Jersey Pearl’s eco-ethic that was the real USP.

“[An] emotive message and an ecologically responsible product, are the key to successful branding,” she said.

“Jersey Pearl is all about the feel-good factor; not only are our pearls the finest quality, but they’re organic too – and our company practices carbon offsetting so every pearl sold actually takes care of our planet.

“We have a reciprocal relationship with this earth – and the give-get dynamic is at the heart of our brand. Our customers feel this way – both about their environmental responsibility but also about their own relationships. They love to give presents from the heart – gifts that really mean something.”

Retail manager Lucy Buckland commented that it was a “great start to the year ahead,” and that the brand were looking forward to launching more innovative customer-centred campaigns this year.