Luxury jeweller Anton was founded in 1989 as a small, family-run business and has built an impressive reputation with its personalised customer experience, celebrity in-store events and a digital marketing strategy that stretches across the generations.
The company’s innovative approach to high-end retailing has paid off and it has been through a major growth phase, doubling turnover in just a few years and opening a second boutique in Melbourne.
General Manager Sesil Arzadian says many of Anton’s clients are affluent older buyers, but the company has used Facebook and Instagram to bring in a smaller segment of younger shoppers willing to spend on luxury.
Anton also holds regular in-store events to encourage customers, some hosted by celebrities to attract a younger demographic, others targeted to a more mature clientele. Ranging from small brunches to an annual sit-down dinner for their top 100 customers, they also include occasions like whisky tastings.
The team has strived to create an intimate and welcoming customer experience.
“We sit with them on a couch so you’re more like a trusted friend or acquaintance than a sales consultant,” says Sesil.
“It’s up to our team to recognise what the client would like. Some are in a hurry so they have to know exactly what is available within their price range, but with others our team might take on a teaching role and help them understand the different diamonds.”
This special treatment often transforms a single sale into many, reinforcing Sesil's belief that customer experience is the key to good sales.
“Providing clients with a quality product with genuine value and an experience they can’t get anywhere else ... that’s the secret,” she says.