March 11th, 2020 – London
Jewellers have an opportunity to drive footfall and connect with consumers following a call for people to clean jewellery in order to combat coronavirus.
With the coronavirus infecting over 200 people in the UK, everyone is on high alert when it comes to spreading germs, with stores rapidly selling out of hand sanitizers and soaps.
And now the media is circulating advice from one nurse who says people should be washing their rings every night.
While people are being advised to clean their hands thoroughly and wipe their phones, the nurse warns that jewellery can also harbour bacteria. In a lengthy post she says: “I will admit I am a bit of a clean freak and germaphobe… but I am a nurse and so hand hygiene is huge for me.
“I take it off and clean it with the swabs before I put it back on. Who knows what’s been jammed in those little creases?”
Reports in the media have included articles encouraging people to follow suit, with many offering readers advise on how to best clean their jewels. With people panicking over the virus and following any media hype surrounding it, jewellers have the opportunity to use this advice to encourage people to visit stores.
Jewellers could offer free jewellery cleaning, or promote themselves as an expert in in jewellery cleaning at a time where people are looking for the best way to remove germs effectively.
Furthermore, stores selling jewellery cleaners have an opportunity to promote their products, or offer them as an add-on to every sale.
While the immediate effect won’t be big bucks, it could helo jewellers connect with consumers, get them into store and build trust during a difficult retail climate.