A couple of seconds. That’s often all it takes for a traveller to decide whether a piece of jewellery catches their eye.
For Dutch brand My Jewellery, several seasons of trading at Amsterdam and Düsseldorf airports have reinforced the importance of making that first impression count.
“Travel, and especially the airport, is a shopping environment where you have a couple of seconds to convince the customer that your product is relevant,” says Head of Business Development Thom Timmer.
“We bring the latest fashion trends in jewellery to life, and we present them in a way that’s really grab-and-go. It attracts consumers, and they decide in a split second: ‘This is what I like.’”
But while trend-led designs and spontaneous purchases are an important part of the brand’s appeal, Timmer is equally passionate about jewellery’s ability to bring people together.
“We are not only a fashion brand, but also a gifting brand, bringing loved ones together and celebrating special moments. Even through generations, mothers, daughters and grandmothers feel connected through our products.”
In this film, Timmer explains how the brand is developing its visual identity, with a stronger emphasis on colour and presentation to capture travellers’ attention.
With My Jewellery establishing its presence across airports, inflight and cruise, the conversation turns to the opportunities for further international expansion and the changing expectations of younger shoppers.
Timmer has a clear message for travel retailers: “Open up to newness and different ways of presenting products.
“Connect channels like Instagram with the consumer, so they’re thinking about your brand before they even start their journey, not just when they see it at the airport or inflight. That’s where we see real conversion begin with Gen Z.” ✈
