Omnichannel Lessons: How Fenwick & Selected Shows Jewelry Retailers What Works

Hook — Solve the trust and convenience gap: what jewelers need from omnichannel in 2026

Customers today want the assurance of authenticity, the convenience of fast pickup, and the inspiration to choose distinctive pieces — all without friction. For fine jewellery retailers, that combination is also the hardest to deliver: how do you make a high-value, tactile purchase feel secure online, effortless to collect in store, and emotional enough to convert? Fenwick’s recent strengthened partnership with Danish brand Selected (Retail Gazette, Jan 2026) shows fashion retailers answering these questions with a simple formula: seamless online-to-offline flows, rich digital storytelling, and smart co-branded activations. That formula is directly translatable to jewellery retail, and — with a few adjustments for high-value logistics and certification — it can close the gap between browsing and buying.

Why this matters in 2026: the retail landscape and what changed late 2025

As we move through 2026, three developments that accelerated in late 2025 are shaping customer expectations:

• Instant fulfilment culture: Consumers expect same-day or next-day service for in-stock items, including click-and-collect.
• Experience-first shopping: Retailers who combine inspiration (digital lookbooks, immersive content) with convenience outperform on conversion and lifetime value.
• Trust technologies: Provenance tools (blockchain-backed certificates, secure QR verification) and AR/virtual try-on are mainstream in luxury categories.

Fenwick and Selected’s tie-up crystallises these trends into an operational playbook. For jewellery retailers, the stakes are higher — you are selling a promise (authenticity, craft, value) as much as a product. That promise must be visible across every channel.

Three omnichannel pillars jewelers should borrow from fashion's playbook

Translate the Fenwick + Selected model into jewellery retail by focusing on three pillars: browse-online-pickup-in-store, digital lookbooks, and co-branded activations. Below are practical, field-tested best practices for each.

1. Browse-online-pickup-in-store (BOPIS) done for jewellery

Click-and-collect is table stakes in fashion; for jewellery it requires extra layers of trust and security. Done well, it increases conversion, reduces returns, and pulls valuable footfall into storefronts where staff can deepen relationships.

Operational checklist

• Real-time inventory sync: Your OMS must reflect store-level availability and reservation windows. Use dedicated SKUs for demo/hold stock to avoid oversells.
• Secure pickup workflows: Identity verification (ID + order code), tamper-evident packaging, and insured handover protocols should be standard.
• Appointment-enabled collection: Offer curated pickup windows including private viewing rooms or bench consultations for high-ticket items. Use micro-event landing pages to manage appointments and RSVPs.
• Same-day options: Where possible, enable same-day click-and-collect for urban stores with local couriers or in-house fulfilment to meet 2026 expectations — see field guidance on turning pop-ups into reliable local fulfilment.
• Clear communications: Automated SMS/email updates with pickup location, store contact, and certificate links lower anxiety and reduce no-shows.

Technology and partners

• Lightweight OMS (Order Management System) integrated with POS and e-commerce platform. Consider headless checkout patterns such as those covered in the SmoothCheckout.io review.
• Secure pickup lockers or in-store safes for low-touch handovers.
• Insurance partners for transit and in-store short-term custody.

KPIs to monitor

• Pickup conversion rate (orders picked up vs. placed)
• Average order value for BOPIS vs. delivery
• In-store conversion uplift from BOPIS footfall
• Return rate differential

2. Digital lookbooks that sell: inspiration with shoppability

A curated digital lookbook is the jewel equivalent of a magazine spread — but in 2026 it must be interactive, data-driven, and shoppable. Fenwick and Selected expanded reach by pairing editorial curation with commerce; jewelers can do the same, while addressing sizing, metals, and certification concerns inline.

Core components of a high-converting digital lookbook

• High-fidelity imagery & video: 360° spins, macro details of hallmarks, and short stylized films showing movement and scale.
• Shoppable tags: Every look should be tappable, linking to SKU pages with size guides, metal weights, and downloadable certificates.
• AR/try-on integration: Embed quick AR try-on for rings, bracelets, and pendants — especially important to bridge sizing uncertainty.
• Provenance badges: Show hallmarking, assay verification, sustainability credentials, and artisan story snippets as visible trust signals — consider operational approaches from provenance design work.
• User-generated context: Include customer photos and short clips tagged by occasion (wedding, anniversary, everyday) to demonstrate real-world wear.

SEO & discovery tactics

• Optimize lookbooks with long-tail keywords like "engagement ring digital lookbook" and schema markup for product, offers, and video.
• Publish seasonal micro-catalogues (e.g., "2026 Bridal Edit") and distribute via email and social to drive organic traffic to the shoppable experience. See how local listing and packaging stories drive discovery in adjacent categories (case examples).

Measuring success

• Time-on-lookbook, click-through rate to product pages, AR engagement rate, and resultant conversion.
• Track assisted sales: how many purchases began in the lookbook but completed in-store via BOPIS or appointments.

3. Co-branded activations: small-batch collaborations that create urgency

Fenwick and Selected used co-branded activations to bring editorial energy to the shop floor. For jewellery, co-brands can be fashion labels, perfumers, artists, or even watch ateliers. The objective is to create a limited, aspirational context that drives both footfall and higher basket values.

Activation formats that work

• In-store pop-up rooms: A co-branded capsule — think custom packaging, shared lookbooks, and cross-promotional passes. Field guidance on pop-ups is practical for layout and logistics (turning pop-ups into neighborhood anchors).
• Appointment-led events: Invite-only preview nights with styling consultations and on-site engraving or resizing offers.
• Hybrid drops: Launch a capsule online via the digital lookbook with limited-click-and-collect options and a live in-store reveal — techniques from secure IRL NFT and hybrid drop playbooks are applicable (NFT drops IRL).
• Cause collaborations: Partner with a certified sustainability or craft organisation so provenance messaging resonates and increases shareability. See sustainability spotlight examples (sustainable investing).

Practical playbook for a 4-week activation

1. Week 1: Co-design the collection, photography brief, and logistics (display cases, insurance, certificates).
2. Week 2: Produce assets — lookbook spreads, social teasers, and POS materials with QR code links to certificate pages. Use free creative assets and templates to speed production (asset templates).
3. Week 3: Soft-launch online with exclusive click-and-collect slots and virtual appointments for VIPs.
4. Week 4: In-store reveal with a two-day experiential event and follow-up remarketing to visitors.

Measurement

• Incremental footfall, dwell time, average order value, social mentions, and media pick-up.

"Fenwick’s partnership with Selected shows that a tight digital-physical loop — not just big displays — is the engine behind modern retail activations." — Retail Gazette, Jan 2026

Addressing the jewellery-specific pain points within omnichannel flows

Omnichannel must solve jewellery shoppers' top anxieties. Here are four targeted measures to weave into each pillar above.

1. Authenticity & certification

• Display downloadable PDFs of assay certificates on product pages and link them from the digital lookbook.
• Use QR codes on in-store tags that resolve to immutable provenance records (operational provenance or blockchain-backed registries).
• Offer an in-store or video-call certificate walkthrough where staff review markings, carat weight, and warranty scope.

2. Sizing & fit

• Provide an AR ring sizer in the lookbook and allow customers to book a complimentary in-store sizing during click-and-collect.
• Publish clear resizing windows and costs directly on the product page to reduce objections at checkout.

3. Shipping security & returns

• For delivery, partner with insured couriers and show tracking with tamper-detection and signature requirements.
• Make returns transparent: a simple page that explains inspection processes and expected timelines reassures buyers.

4. Post-purchase service

• Bundle complimentary services: a first-year cleaning, free engravings on selected items, or discounted insurance quotes.
• Use CRM triggers for anniversary messages and servicing reminders — these keep customers returning to your omnichannel loop.

In-store experience design for omnichannel success

The store is now the conversion amplifier. Design it to close online intent.

• Phygital consultation bays: Small private spaces where a tablet displays the customer’s saved lookbook picks, AR try-on snapshots, and certificates — see adaptive retail patterns (adaptive micro-outlets).
• Shoppable displays: QR tags that take browsers from display to product page — with immediate click-and-collect button.
• Staff enablement: Equip sales teams with mobile POS, access to the customer’s online wishlist, and prompts for cross-sell bundles.
• Security and comfort: Visible insurance badges, clear return signage, and a calm, appointment-friendly atmosphere for high-value handovers.

Metrics, testing and iterative strategy

Omnichannel is a continuous experiment. Treat each activation as an A/B test and keep the loop tight.

• Start with a hypothesis (e.g., "digital lookbook with AR increases conversion by 15% for bridal rings").
• Define primary and secondary KPIs and a 4–8 week test window.
• Collect qualitative feedback from staff and customers after every activation; turn insights into product or content tweaks.

90-day blueprint: how a jewellery retailer can pilot the Fenwick model

Below is a pragmatic 90-day plan you can start this quarter. It combines low-cost digital work with a focused in-store activation.

1. Week 1–2: Strategy & partners
   • Choose a capsule theme (bridal, heirloom, everyday luxury) and a co-brand partner (local designer, perfumer, watchmaker).
   • Select tech stack: e-commerce platform + OMS + AR provider + CRM.
2. Week 3–4: Content creation
   • Photograph the capsule with 360° and video. Produce a short digital lookbook and social teasers. Use free creative assets to speed production (asset templates).
   • Create product pages with certificate uploads and sizing guides.
3. Week 5–8: Soft launch and BOPIS
   • Open online with limited click-and-collect slots and VIP virtual appointments.
   • Measure early signals and refine fulfillment workflows. Consider the playbook for turning pop-ups into reliable neighbourhood anchors (pop-up field review).
4. Week 9–12: In-store activation
   • Host a two-day in-store reveal with co-brand, private viewings, and live demonstrations (craft, engraving).
   • Follow up with retargeting and a post-event mini-lookbook showing the event highlights. For scaling hybrid drops, see guidance on IRL-to-online launches (NFT drops IRL).

Advanced strategies and predictions for 2026+

Looking ahead, jewellery retailers that integrate the following will pull ahead in the omnichannel race:

• AI-driven merchandising: Personalised lookbooks assembled by AI using a customer’s browsing history, purchase milestones, and social cues — and supported by creator-led commerce models (creator-led commerce).
• Immutable provenance: Wider adoption of blockchain or secured registries for certificates, with easy verification on every product page and in-store QR checks.
• Service subscriptions: Recurring cleaning, valuation updates, and insurance bundled via omnichannel sign-ups. Consider membership microservices for recurring revenue from alterations and servicing (membership micro-services).
• Phygital ateliers: Micro-workshops in-store where customers co-create pieces digitally and collect finished work via click-and-collect.

Example: Translating Fenwick & Selected to a jewellery case

Imagine a mid-market jeweller partnering with an ethical fashion label for a "Sustainable Statements" capsule. The sequence looks like this:

• Launch a co-branded digital lookbook showcasing recycled platinum pieces paired with curated outfits.
• Enable click-and-collect with private try-on slots; each piece carries a QR to a blockchain-backed provenance page.
• Host an in-store activation weekend with a stylist, mini-documentary screenings about the metal sourcing, and limited-time services (engraving, free first-year polish).
• Measure uplift in new-customer acquisition and average order value, then roll capsule into other stores.

Final checklist: launch-ready essentials

• Operational: OMS-POS sync, insured fulfilment, secure pick-up protocol (see headless checkout and OMS integration examples: SmoothCheckout review)
• Digital: Shoppable lookbook, AR try-on, certificate access
• Experience: Private viewing appointments, trained staff scripts, co-brand collateral
• Measurement: Clear KPIs, analytics dashboards, feedback loops

Conclusion — omnichannel is a trust engine, not just a convenience

Fenwick and Selected’s omnichannel activation shows that curated storytelling plus frictionless fulfilment is a repeatable retail pattern. For jewellery retailers in 2026, the parallel is clear: combine browse-online-pickup-in-store, rich digital lookbooks, and focused co-branded activations to turn browsing into meaningful, confident purchases. Layer in provenance transparency, secure pickup protocols, and phygital experiences, and you build an omnichannel loop that reduces buyer anxiety, increases lifetime value, and strengthens your brand.

If you’d like a practical audit of your current omnichannel gaps — from click-and-collect security to digital lookbook conversion — our experts at Platinums can map a pilot tailored to your inventory and audience. Implement one capsule this quarter and measure the lift: the results will show why omnichannel is the strategic lever for jewellery retail in 2026.

Call to action

Ready to translate the Fenwick model for your jewellery brand? Contact Platinums’ omnichannel team for a free 30-minute strategy session and a 90-day pilot plan tailored to your store. Start turning online inspiration into confident in-store buy-and-keep customers.

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• Hands-On Review: SmoothCheckout.io — headless checkout patterns
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