Richman Luxury owner Jin Wu has deep ties to the world of high-end watches. Influenced by her father and brother who have been selling pre-owned luxury watches for many years, Jin founded her own Singapore-based watch accessories company a decade ago to complement her family’s business.
Before the pandemic, Jin sold her products through a retail shop and digital carousel ads, but she didn’t have a website. The majority of her in-store customers were tourists from overseas. But when shops were forced to close for 4 months during the lockdown, sales dried up and she realized she urgently needed to pivot into the digital space to stay afloat.
A friend recommended Grow with Google courses to her, so she could learn how to establish an online presence. After taking several courses, Jin started setting up a website, posting on social media, and uploading product photos and store info to Richman Luxury’s Google Business Profile.
“I felt more confident after the training. It enabled me to review my performance and be better, digitally,” she says.
To boost traffic to the Richman Luxury online store, Jin started experimenting with Google Ads and Youtube and saw dramatic results: a more than 50% increase in sales, more business inquiries, and even increased footfall at the boutique. Now her store is more visible, and customers have gotten to know it better.
In the year ahead, Jin plans to focus on branding and marketing so that Richman Luxury can reach 100% online sales, with a larger share of international customers.
“Every industry and every organization will have to transform itself in the next few years. We need to use digital to continue accelerating and innovating our workplace, so we can reach a wider audience around the globe.”
