In order to boost its sell-through when stores reopen, it has launched a temporary 25% discount sale, and will contribute 15% towards lost margin to retailers that participate. The group has also sent its retail partners promotional artwork in order to promote the sale.
Hot Diamonds has offered further help to independent retailers by drop-shipping their orders directly to their customers, which particularly helped those whose online operations were not fully functional at the time of lockdown.
Looking ahead, the group said it also planned to support retailers by launching a rebrand that focuses on enhanced story-telling at the point of sale, as well as a new display.
Hot Diamonds managed to generate growth with its independent retail partners in the first quarter of the year despite the effects of the ongoing pandemic.
The brand said it was “optimistic” it could continue to deliver growth in partnership with independent jewellers.
Head of commerce, Adryan Cresswell, said: “We have been determined to stay focused on developing Hot Diamonds for our retail partners, despite lockdown.
“Our re-brand, which will be rolled out this Autumn/Winter, represents just one element of the work we have been doing.”
She added: “We are also planning to launch a new concept in early-November to target the gifting market and are very optimistic about the progress we are making with this venture.
“We appreciate our retailer partners may be cautious in how much they spend on new concepts at the moment, however the buy-in price of this concept will be cognisant of that.”