With pubs closing at a rate of 18 a week across the country and the West Midlands losing 144 retailers in 2017 alone, you would think a Yellow Card would be the last thing to attract visitors to Birmingham’s creative and diverse Jewellery Quarter; yet, this is exactly what’s happening. A bright yellow card has attracted more than 30 Jewellery Quarter businesses in less than two weeks, to offer a discounts to everyone, at all times.
Whilst areas across the region have been struggling, Jewellery Quarter traders have been bucking the negative retail trend with many successful openings in the last couple of years.
The area can now boast a long list of award winning businesses. Some of the recognitions vary from 40 St Pauls as the Gin Bar of the Year, Anderson’s as the West Midlands Steakhouse of the Year, Lasan as the winner of Gordon Ramsay’s F Word contest and Hazel and Hayden being featured in Vogue magazine.
Alongside the award winners, several unique establishments also enrich the Quarter, serving up new ideas. The Vanguard Cocktail Bar specialising in a variety of Mead drinks, Ana Rocha providing tapas, wine, art and antiques. As well as the Hive, teaching the nearby Argent College students a trade while serving up delicious food, are only a few examples.
With so many reasons to visit, why has local businessman, Daniel Ricardo, come up with the idea of a Yellow JQ Card? “Since promoting the area online since 2007, we have seen a big increase in online engagement and yet there are still many people that haven’t experienced the JQ fully. We thought it would be a great idea for local retailers to come together a discount to those making a commitment to come to the area. Rather than just shop for that special gift, why not try out the many special attractions in the area. We hope by purchasing the card for £9, it will encourage everyone to explore the famous square mile, that little bit
Taking inspiration from what works well online, such as Amazon Prime and ASOS free delivery and discount codes, the JQ Card aims to attract visitors offline again and again with a very simple discount on anything and at any time. All participating retailers offer up to 15% discount off everything and anytime (just not in conjunction with any other offers).
With the Jewellery Quarter being such a tight community attracting thousands of visitors each week, a JQ Card is yet another way the area is using its creativity to resist the negative trend that is hanging over the UK’s retail industry.
Local business owner, Matthew Twigge , has this to say about the JQ Card: “Premier Diamonds are proud supporters of the JQ Card; we hope that this card will bring new and repeat customers to shops up and down the Jewellery Quarter helping us grow our community into the booming business platform that it has the ultimate potential of being.”