Challenge To Jewellery Trade Seen By President

Press, Volume CII, Issue 30233, 11 September 1963, Page 17

Challenge To Jewellery Trade Seen By President

If the present challenge to the traditional trade of the jeweller was to be met, there would have to be a more integrated programme of trade training and public relations, said the president of the Jew'ellers’ Association of New’ Zealand (Mr J. W. Heinemann) in his annual report to the nineteenth annual conference yesterday. "It is becoming more and more essential that, on the retail side in particular, there must be established a course which will develop within the trade a membership fully acquainted with up-to-date knowledge of how to promote and sell traditional lines.” he said. “At the same time members need to be possessed of that type of trained mind that can quickly appreciate the broader issues to be faced, both from the point of view of the individual member, and the trade as a whole. “It is our hope that the Jewellers’ Guild when established with its supporting two-year diploma will provide a foundation upon which this revitalisirw training and education within the trade can be built," said Mr Heinemann. "The challenge which must

be met by the trade today comes as much from the need for the trade to promote itself as from the competition of other diversified retailers.

“When seeking gifts and jewellers’ lines, far too few of the public even think of the jewellers’ shop as the logical place to get quality and service.

"Rather they are suspicious of the integrity of the jeweller and convinced that the prices charged in his shop will be excessive or above that of department, gift or hardware store. “To correct this false impression our national prestige campaign must be developed further and be directed to greater public education and relations,” he said. Mr K. H. Bartlett (Christchurch) said he did not think the public was suspicious of jewellers or had grounds to be suspicious. He said he did not agree with the president’s statement in his report and could see little justification for singling out the jewellery trade.

The president said "integrity” was possibly the wrong word. “But whether we like it or not, there is definitely suspicion in the eyes of the public.” he said.

Jewellers not only in New Zealand, but all over the world w’ere fighting that outlook, said Mr Heinemann.