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Archive -Seychelles

JOUEL reaffirms quality, affordable products for local market |08 September 2017

Incepted in 2004, JOUEL opened its first boutique at the Seychelles International Airport. Under and over the past 14 years, the company has opened (and closed) a total of 18 boutiques all over Seychelles. Today, it operates 9 active boutiques, including the recently opened outlet at The Quadrant in Victoria where customers now have access to a new parking facility. Isabelle Larue, administration and marketing coordinator shares some details on how JOUEL continues to cater for its local market and takes the opportunity to give some advice on how to keep jewellery clean and in good quality.

“JOUEL now offers an installment facility to all our Seychelles residents whereby they have three months to pay for their purchase. A deposit is paid up front and then our client is given three months to settle the difference by installment. This mechanism helps to spread out the financial pressure of the purchase with the same result of ownership. Obviously, we do have jewellery products that are more affordable but for those ‘once-in-a-lifetime’ purchases, sometimes the financial burden can become too much.”

Isabelle continues by saying that “Seychellois must not be intimidated by our shop fronts. Yes, some of our products have a big price tag but our clients must remember that, relatively speaking, we are still very affordable. The exact same product for sale in Europe will be 20% more expensive. This is partly because we are a duty-free operation and partly because we source our stones direct from the mines in Botswana and South Africa. Our clients have compared the prices and they confirm this. We would like to see our local clients look to JOUEL as an aspirational brand, shopping with us for special occasions like birthdays, anniversaries, engagements and weddings”.

She adds that JOUEL’s products are “not just a range of high-end jewellery – it’s an experience. We want clients to feel like they are dealing with a world-class, global brand but with the charm of a local company. They must feel secure in dealing with JOUEL”.

When asked for JOUEL’s advice to locals when searching for jewellery as well as how to keep them clean, long lasting and in good quality, Isabelle explains that “if a client wants to make a good investment, we can advise on what to buy. High quality loose stones are usually the best investments but, unlike jewellery, are kept in the safe and are not worn”.

When searching for jewellery, she advises buying only “from credible sellers. Do your homework, shop around and always ask for valuation certificates”. Due to the tropical climate of Seychelles, Isabelle says that “it is normal for silver jewellery to tarnish. This is common and can occur through direct contact with substances that contain sulfur. This is why silver is generally stored in air-restricted spaces and must always be cleaned”.

“We always advise our clients to dry, clean and polish their silver jewellery 2 to 3 times a year and to store them individually in sealed storage containers. For diamonds, we advise our clients to store them separately in soft material pouches or padded bags and soak their diamond piece in a warm solution of mild ammonia and water for cleaning. It is advised to also store Tanzanite pieces separately in soft material pouches or padded bags and the best cleaning method is to soak the pieces in room temperature water containing a neutral soap using a soft cloth. Note that Tanzanite is a fragile stone, so is best set in less exposed pieces of jewellery like pendants, earrings, rings or bracelets in a low setting which will protect the Tanzanite,” says Isabelle.

When asked about its unique selling point, JOUEL explains that it has an international quality product but that its brand is ‘local’.

“This is something we have always been very proud of. Our designs are truly unique and made with the best quality metals and gemstones.”

When it comes to customer service, JOUEL attempts to offer international standards of service in all its boutiques.

“We have a full-time in-house trainer focusing on product knowledge and customer care. We want clients to feel like a VVIP in our shops and even after they have made a purchase through our after-sales service.”

Speaking about the general feedback of local customers, Isabelle recounts that “we like to believe that the vast majority of our local clients have been satisfied with their experience at JOUEL. We consciously look for ways to make clients happy.”

For the future, JOUEL reveals that it will continue to add to its product range over the coming years, as it has done in recent years through its Seychelles gold coins & TAG Heuer watches.

For those wishing to pay a visit to JOUEL, outlets can be located at: The Quadrant in Victoria, Eden Plaza, Mahé International Airport, Praslin Domestic Airport, Four Seasons Seychelles Resort, Constance Ephelia Seychelles, Constance Lemuria Seychelles, Alphonse Island Resort, North Island, Fregate Island Private and Avani Seychelles Barbarons Resort.

For further information, JOUEL can be contacted on 42244 40; info@jouel.sc; www.islandjouel.com and can also be found on Facebook: @JOUEL.Seychelles, Instagram: jouel_seychelles.

The JOUEL outlet at The Quadrant in Victoria

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