Family-run jewellers adapt their business to the challenges of COVID-19 with the help of Newable
16 May 2022
London based jewellery designer, Ari D Norman LTD specialises in designing and manufacturing original designs and collections with a difference.
Chairman and Managing Director, Ari Norman founded the company in 1974 after he spent many years fulfilling his passion for travelling and absorbing the culture and craftsmanship of people and creatives from around the globe. The creative style of Ari Norman’s jewellery is attributed to his adventures.
“It all started a long time ago living in West Africa, becoming a hippy, road tripping through North and South America, across India and Asia. I travelled through many exciting and exotic countries, absorbing and admiring their varied cultures, flora & fauna and exciting handicrafts.” Ari Daniel Norman
Decline of sales forces the business to adapt
During the first lockdown, many of Ari D Norman’s trade customers disappeared, resulting in a decline in orders and sales. Despite challenging circumstances and customer decline in their target market, the business saw a new opportunity arise as they realised there was still demand for their products in the private sector.
As a result, Ari D Norman were able to swiftly adapt their business and shifted their focus towards creating various marketing platforms and investing in new IT hardware to help design and develop an online presence to facilitate the sale of their products directly to the end user.
“The great advantage of online marketing is that you are able to offer your full collection instead of only those products selected by trade shops who simply display according to their taste. Additionally, each online sale produces a much higher level of profit as compared with selling to a trade shop.” Ari Daniel Norman, Chariman and Managing Director of Ari D Norman
How we helped
The London Business Hub is a business support programme with an aim to support businesses based in London with a particular focus on helping businesses from disadvantaged communities, such as BAME. Newable are delivering this programme in partnership with the Greater London Authority.
With the support of the London Business Hub, Ari D Norman Ltd has adapted their business to grow a successful online presence through e-Commerce platforms they were initially unaware of. “By suggesting and encouraging us to create a presence on Etsy, we have recently celebrated our 80th sale after initiating a shop eight months ago.”
Our expert Business Adviser, Patricia Ashford, has extensive experience with businesses and social enterprises at all stages of development and provided ongoing one-to-one support and guidance to Ari D Norman LTD. Patricia advised and supported the business’s grant application for new computer hardware and signposted the company to useful online resources, including London Business Hub’s free Business Help Webinar Series and additional mentorship programmes such as Digital Boost.
Ari D Norman LTD welcomed the mentorship from the London Business Hub and credits their approachable and helpful team in securing the future success of their business.
“We strongly recommend the London Business Hub as an initial institution to approach for energised and knowledgeable advice. We found the London Business Hub most approachable and practically helpful.”
The team are now confident in their capabilities of further developing their online presence and advises other “business owners to strongly approach online sales in as many ways as possible”.
Since using the support and resources from the London Business Hub, Ari D Norman Ltd looks forward to the next step in their businesses journey and exploring new and exciting avenues for growth.
“Our vision for the future of our business is to establish multiple and complimentary online market platforms whilst retaining a more limited trade presence which enables the awareness of our brand to grow.” Adam Raphael Norman, Ari D Norman
London Business Hub offers free one-to-one support and advice from a team of expert advisers – to book an appointment, please click here.
The London Business Hub Business Support programme is part funded by the European Regional Development Fund’s (ERDF’s) Hub & Spoke project.