Thursday, 23rd December 2004 (4953 views)

Goldsmiths and jewellers in Singapore are increasingly having to try new marketing campaigns and create innovative items to keep hold of consumers.

One example is 69-year-old On Cheong Jewellery, which started making changes five years ago and swapped traditional items for gold fashionable pieces, according to CAN.

The company is known for its 22 carat gold jewellery and now innovative trinkets are filling the shelves, with items including rings that expand into a bracelet or dual design pendants.

Charles Ho, managing director of On Cheong Jewellery said: "We need to spend at least a quarter of a million, make sure that we have a modern look and we have to engage a consultant to look into this.

"We have to revamp the shops so that our up-to-date jewellery and younger range can be showcased upfront."

Younger customers are also proving a key market for jewellers, with companies also looking to hire more youthful sales staff in order to attract more young shoppers.

Marketing campaigns are also becoming more innovative, with online catalogues and radio talk shows both being used.

 

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