Industry at Crossroads
• The most discretionary of all consumer spending
• Brick-and-mortar chains are hurting• Internet allowed individual craftsmen
and niche importers to enter the market, but do they have what it takes to succeed?
• Is there an opportunity for a savvy marketer?
http://bizaspects.com.au
Numbers
• We looked at 4636 businesses involved in Jewellery manufacturing, retail, wholesale and custom design
http://bizaspects.com.au
Distribution by State
http://bizaspects.com.au
1227
853720242
350
732039
1110
# Businesses
NSWVICQLDSAWATASNTACTUnspec
Business Size
Most operations are self-employment businesses
We found 122 employing businesses, including 7 large chains of over 31 stores
http://bizaspects.com.au
Series10%
10%20%30%40%50%60%70%80%90%
100%
84
30
8
LargeMediumSmall
Some of the Large Companies
http://bizaspects.com.au
Name Website
Angus & Coote www.anguscoote.com.auShowcase Jewellers www.showcasejewellers.com.auGoldmark Jewellers www.goldmark.com.auMichael Hill www.michaelhill.com.auProuds The Jewellers www.prouds.com.auBevilles Jewellers www.bevilles.com.auZamels Jewellers www.zamels.com.auDiva Accessories www.diva.net.au
Other Prominent Chains
http://bizaspects.com.au
Name Website
Salera's Jewellmasters http://www.salera.com.auWatch Works Australia http://www.watchworks.net.auViviens Jewellers NSW chain, no websiteShiels Jewellers http://www.shiels.com.auWallace Bishop http://www.wallacebishop.com.auGregory Jewellers http://www.gregoryjewellers.com.au
Interesting Small Businesses
http://bizaspects.com.au
One category of small jewellery shops is an individual craftsman setting up an outlet to showcase and sell his or her work.
These shops often don’t have e-Commerce, much less social media and savvy marketing
Interesting Small Businesses
http://bizaspects.com.au
Another category is an importer/wholesaler with interest in a particular type of jewellery
Interesting Small Businesses
http://bizaspects.com.au
So how do these small businesses market themselves?Anecdotally, offline: • exhibitions • Physical stores or personal contacts
A Hidden Gem
http://bizaspects.com.au
Samantha Wills came up tops in Twitter research, prompting a closer look:- Great focus on young
well-heeled women- Great Twitter stream
with lots of customer feedback retweeted by company
Websites and e-Commerce
http://bizaspects.com.au
• We found that 2128 businesses, or 46%, don’t have websites, including 170 with defunct website
• The situation is a lot better among employing businesses, where we could not find sites for 17 companies (11%) only.
• We only found 561 businesses that transact online
Online vs Brick and Mortar
http://bizaspects.com.au
We found 1091 jewellery businesses that seem to only exist online; without retail facilities.
Most of these companies are owner-operators exploring new opportunities the Internet opened before them, others are Australian websites of international companies
Use of Social Media
http://bizaspects.com.au
Websit
es
Face
book
Linke
dIn
Google+
0
500
1000
1500
2000
2500
3000
0%
20%
40%
60%
80%
100%
120%100%
39%
8% 4% 4% 3%
# usingFacebook is a clear leader,
but, jewellery being visual art, Pinterest comes in second
Opportunities
http://bizaspects.com.au
1. Migration online is ongoing: more physical stores will close as their premium rents are no longer justified (http://insideretail.com.au/2013/09/26/retail-fate-set-stone/)
2. Small suppliers have little marketing savvy and insufficient scale to fill a market niche
3. Possible opportunity for aggregation to address a niche
More Info and Companies List
http://bizaspects.com.au
1. Go to http://app.bizaspects.com.au2. Login via your LinkedIn or register directly for
your free account
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