How a traditional jewellery business digitally transformed for future growth
My father set up the family business Ryan Thomas Jewellers in Clonmel 1979. It’s a traditional jewellers shop. Mum joined shortly after. Forty years later and I joined too. I’d been a physiotherapist in London, so very different to this business. In that profession, people come to you when they’ve broken a leg and they are not in a celebratory mood. They need help. But here, people come to a jewellers store to celebrate the happy occasions. They are really happy to be here!
We specialise in ethically sourced diamonds, fine jewellery and bespoke designed pieces. We already had an ecommerce website for a few years. But when Covid hit, my team had the time to really work on the site. So, with the help of a Local Enterprise Office online trading voucher, we upgraded it. Our social channels are really important too. We get to be creative. We’re building a recognisable brand with a visually consistent look on our site and on our social platforms. It complements our window displays actually.
Google reviews matter a lot. They are really influential, and are essentially testimonials. So when people read that they’ve had a good experience with us, we know it recruits new customers too. When people find us online, and they see something they like, they’ll message us on the site, and we can send them additional images of the item through our messaging app.
There are now a lot more customers travelling to our premises in Clonmel from further afield. Because of the nature of our products, and the value of the items involved, people like to come in, especially for things like engagement rings. Our business deals in high value items and gifts that are of great emotional value too. I find it really rewarding to be part of people’s ‘happy ever afters’.
Between our social channels and the site, we find that customers will research the pieces and gifts they’re interested in - before reaching out to make an online appointment. 90 percent of our customers are from all over the country, with some of our more unique pieces (designed in store by Christina), shipped internationally.
I believe that digital doesn’t mean the death of physical stores. I think it’s going to become more hybrid. Having a digital presence will support our business and open us up to a much wider audience.
Amy Ryan
Ryan Thomas Jewellers
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