In March 2020, Ms. Roemer canceled her delivery agent. She hadn’t been solely proud of its service and determined achievement needs to be dealt with in-house. “I packed, I shipped and tied the ribbon around every box,” she stated. “I needed to learn everything — my accountant joked that it was like McDonald’s, where you have to start in the kitchen and work your way up.” (A handwritten card now accompanies each order.)
Ms. Roemer and her workforce additionally centered on Atelier Romy’s social media presence, creating stronger digital content material and visuals that highlighted Ms. Roemer as the maker behind the jewels. She wouldn’t share gross sales figures, however Ms. Roemer stated customers should have preferred the modifications, as gross sales elevated fivefold.
It’s the type of on-line advertising that’s right here to remain, stated Juliet Hutton-Squire, head of world technique at Adorn, a jewellery market intelligence agency.
When shoppers couldn’t spend on journey, she stated, they started spending extra on luxurious gadgets and funding items. Fashion manufacturers have been nicely positioned to seize these gross sales, due to their early investments in digital, and “brands with an online presence or shoppable content on social media were even further ahead of the curve as mobile phones became the way we shop,” Ms. Hutton-Squire defined. “That is just going to continue. We are not going back from this.”