The shift caused by the COVID-19 pandemic did not exempt the fashion industry. As a result of the global pandemic, many shoppers have changed their buying patterns and are just now beginning to establish new ones.
Though most of the changes brought about by the pandemic have been devastating, some positive change has come out of it for brands who embraced the situation and adjusted accordingly.
Chvker Jewelry, a passion project for Nazlia Yunus, a young entrepreneur and Jewelry designer has managed to not only stand but thrive amid the pandemic. Many consumer jewelry brands worked to adjust their strategies to fit the changing times and Chvker is among those that cracked the tough code.
Chvker has always had a digitally-driven strategy. They have been cultivating their online presence and building an audience even before the pandemic. When it hit, the jewelry brand was able to quickly adjust to primarily conducting business online.
Many jewelry brands are picking pace to realign their market into a digitally focused one. However, brands that made steps early on have been able to boost their sales even as shoppers spend less on luxury items like jewelry.
Their jewelry designs and styles have also played a major role in their growth amid the pandemic. Not too flashy and not too minimalistic either, it is the perfect blend of fashionable, chic and sophisticated.
The jewelry industry is now in the middle of a shift where many brands are not only trying to maintain physical stores but also run successful digital stores. Though some customers will want to return to their ‘past normal’ many more clients have embraced the ‘new normal’ and are more open to purchasing Jewelry online.
Through their social media platforms, and maintaining a shoppable feed, Chvker has managed to boost their visibility and grow their sales. Creating a seamless shopping experience for customers has been one of the ways that has attracted people to the brand.
According to Nazlia, the success of Chvker amidst the pandemic was an unexpected turn of events but a very welcome result for all the hard work they put into the brand. It is not an easy journey, but it is worth seeing clients happy with her designs.
Even as people hope to be able to go back to physical Jewelry stores after the pandemic is gone, there is no denying that the digital space is now home to jewelry brands, and there’s a ready market for it.
