JNA Awards 2020 - Jewellery Industry Best Practices

76 JNA AWARDS • 2020 Le Vian As the 18th-century guardians of Persia’s royal jewels, the LeVian family shares a riveting history with coveted treasures. In modern times, such a legacy is reflected in the family-owned Le Vian brand — a New York-based designer of fine jewellery. “We see ourselves as innovators. This applies to the jewellery and watches we make, as well as to the technologies that we adopt,” says CEO Eddie LeVian, whose company produces and markets up to 40,000 unique jewellery pieces each year. Innovative marketing Le Vian has invested heavily in strategies that eventually helped it stand tall in the face of the current downturn. “Long-term thinking, nimble decision-making and enduring relationships are the hallmarks of the family business, especially in battling COVID-19. Additionally, we have pivoted ourselves and our retailers to deliver a true omnichannel experience for our customers,” explains Eddie. Indeed, Le Vian has spent the last 40 years customising its ERP (Enterprise Resource Planning) system to further strengthen its relationships with collectors.  In 2015, it launched Style Bar – a technology that equips its partner-stores with information on inventories, services and updates at the push of a button. The platform offers customers a sweeping glance at the entire Le Vian vault through high-resolution images that are shown on tablets, in lieu of the 4,000 annual trunk shows that it had to utilise in previous years. In 2019, Le Vian also equipped 250 stores with eight- foot-tall, iPhone-style totems that enable customers to reserve and buy pieces on the spot. “To further broaden our reach, we also introduced Le Vian TV online in Category: Industry Innovation of the Year – Marketing Country / Region: United States 1 2