JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 77 the first quarter of 2020, including twice-daily TV shows on Instagram IGTV, which in April reached 1.5 million viewers,” Eddie says. Retail star Le Vian’s modernisation efforts have also proven beneficial for its partners. Style Bar, for one, is currently being rolled out in 180 Signet-owned Ernest Jones and H Samuel stores in the United Kingdom. This follows its success in modernising Signet’s other retail points, Jared, Kay and Zales; as well as in hundreds of independent retailers that have elected to carry Le Vian, even in the time of the pandemic. It is therefore unsurprising that Signet CEO Gina Drosos credits Le Vian for contributing to her company’s digital transformation into an omnichannel retailer. “Our 22-year partnership with Signet has evolved into an incubator of innovation, enabling both of us to adapt to the environment, whichever way the virus turns,” says Eddie.  Uniquely Le Vian Aside from pursuing marketing innovations, Le Vian continues to diversify its portfolio by creating items that appeal to the younger market. “Generation Z loves colour, originality and authenticity. They don’t want the same solitaire engagement rings as their grandparents. They are creating their own new traditions,” says Eddie, as he enumerates the company’s innovative lineup, which has grown to include Chocolate Diamonds – a trademark synonymous with Le Vian worldwide, and engagement rings inspired by royal icons Kate Middleton and the late Princess Diana. The company also takes advantage of a renewed interest in high-priced jewellery among specific customers at a time when lockdowns and quarantine measures are prevalent. For instance, one of Le Vian’s strategic retail partners broke records by selling a US$60,000- necklace, at a time when its 5,000 physical stores were closed. This amount is significantly higher than the pre-pandemic online sales average, which ranged from US$1,000 to US$15,000. Success aside, Le Vian shines even brighter for its sterling reputation as a member of the jewellery community. Certified by the Responsible Jewellery Council, the company advocates the responsible sourcing of precious stones, and makes sure to give back to the needy. In 2018 alone, Le Vian donated 20 percent of its pre- tax profits to charity, a sum much higher than its annual commitment of 10 percent. In the same year, it established the Rafa Foundation, which supports cancer patients and their families. Last but certainly not the least, Le Vian also donates millions of dollars to support charities for children affected by illness, neglect and abuse. 1. The LeVian Family 2. Le Vian Chocolatier ® pendant featuring Chocolate Diamonds ® set in 14-karat two-tone gold 3. Le Vian Couture ® ring featuring Cornflower Ceylon Sapphire ™ and Vanilla Diamonds ® set in P95 Vanilla Gold ® 4. Rafa Foundation pendant featuring Chocolate Diamonds ® set in 14-karat Strawberry Gold ® 5. A trunk show at Ernest Jones in Liverpool, UK 6. Model on the catwalk at Le Vian’s Tower of London Showcase and Fashion event in February 2019 3 4 6 5