Digital Innovation: The New Jewellery Experience
By Marc Bendall, Christchurch Jeweller
The pandemic changed everything for jewellers. What started as emergency measures – virtual consultations, online showcases, digital payments – has become the new standard for customer service in our industry.
The Rapid Shift
The pandemic accelerated existing trends towards online shopping, compelling retailers to swiftly adapt their business models to cater to shifting consumer preferences. In my Christchurch workshop, this meant quickly pivoting from purely face-to-face service to a hybrid digital-physical experience.
Beyond Basic Online
Today's customers expect more than just a website. They want detailed photography, 360-degree views, and the ability to connect with the craftsperson behind their piece. Working in Christchurch's jewellery scene, I've found that digital tools enhance rather than replace personal service.
Virtual consultations now allow me to work with customers throughout New Zealand. Progress photos keep clients connected to their custom pieces as they're being made. Social media showcases the craftsmanship process, building trust and educating customers about handcrafted quality.
The Hybrid Model
The most successful approach combines digital convenience with traditional service. Customers research online, then visit the workshop for hands-on experience. This hybrid model has proven particularly effective for engagement rings and custom pieces.
Looking Forward
Digital transformation in jewellery isn't about replacing personal relationships – it's about enhancing them. The Christchurch jewellery market has embraced innovations that make quality craftsmanship more accessible while preserving the human element that defines exceptional service.
The pandemic may have forced rapid change, but the benefits extend far beyond crisis management. Digital tools have made the jewellery experience more transparent, accessible, and engaging for customers who value authentic craftsmanship.
Marc Bendall is a Christchurch Jeweller specialising in custom designs and digital innovation in traditional craftsmanship.
