An unforgettable experience.

[su_highlight background="#042653" color="#ffffff"]RETAIL[/su_highlight] Useful tips for jewellers who are gearing up for the most important retail period of the year: Christmas.

Filippo Cassetti is the brand manager at the renowned Florentine Cassetti brand, which was established in 1926. Today it owns two of the most prestigious jeweller’s in Italy: one on Florence’s Ponte Vecchio and another in Forte dei Marmi.

What secrets and strategies can jewellers adopt for the Christmas shopping period?

Our experience, dating back almost a century, has taught us that there are five essential elements to be implemented: trying out new display techniques which enhance the brands represented; the ability to combine the typical experience of a family-run business with the energy and skills of a highly-trained team of associates; a range which harmoniously combines middle to high range jewellery and watches; careful attention to lighting; and keeping a close watch on new fashion trends.

How do you target the various consumers?

We focus on offering clients a feeling of comfort and uniqueness. The shopping experience should be exceptional, magical and unique: e memorable event. You need to establish a rapport with clients, understand them and convey your passion and skills, while pampering the and making them feel comfortable within a familiar environment while also making them feel special. • MG