LONDON — British jeweler David Morris has been looking to future-proof itself and adapt to the needs of a faster-paced, digitally driven market.
This isn’t an overnight strategy shift — the jeweler has started introducing lower-priced fine jewelry pieces to complement the high-ticket timepieces and high jewelry ranges it has been known for, over three years ago.
The company also launched its own e-commerce platform last year, but it’s now amping up its digital strategy with a launch on Moda Operandi, followed by Farfetch later this year.
“I think what we suffer from here is the lack of brand awareness, probably our biggest pitfall. So I think the best way for us to create brand awareness is by going digital. If we are collaborating with other people’s platforms that have great traffic coming through, it’s a great way for us to develop this awareness,” Jeremy Morris said in an interview.
According to the company, in the first few days of trading on Moda it reached 250,000 pounds in sales and managed to draw traction around its more edgy, colorful pieces that are shown alongside of-the-moment fashion labels to create an assortment that’s different to what one might find in the brand’s Bond Street shopfront.
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