Kelby brings more than 20 years of marketing and leadership experience across the luxury, retail and drinks sectors. 

She previously served as global managing partner for employer branding and marketing at Chapter 2, where she led strategic communications and brand development.

Earlier roles include managing director at Armit Wines, interim managing director at Illycaffè, and chief marketing officer at Berry Bros. and Rudd, where she also served briefly as interim chief executive.

She has also held senior marketing roles at Tag Heuer, Aquascutum, French Connection and Nicole Farhi, along with consultancy posts focused on brand strategy in luxury and retail. Her early career included international operations and licensing positions at Paul Smith and Overland.

Hettich Jewellers, currently marking its 125th year at 1 King Street, has recently opened a new flagship store at 2 King Street.

Kelby said: “Having a strong appreciation for the unique character and legacy of family-led businesses, and having previously worked closely with Hettich as a consultant, taking on this exciting new role feels incredibly special. Now in its 125th year, Hettich is a business steeped in heritage but one with a bold, modern, future-focused approach.

“Hettich proudly represents internationally renowned brands such as Patek Philippe and Rolex, and with my background at LVMH and Tag Heuer, it’s a real pleasure to be stepping back into this world. I’m absolutely thrilled to be joining as chief operating and marketing officer, helping to support the next phase of this celebrated brand’s journey.”

But the most significant barrier is rarely discussed directly: a lack of trust infrastructure.

In a traditional retail setting, trust is ambient. It’s conveyed through environment, conversation, and the perceived credibility of the seller. The customer handles the product physically, inspects it directly and guides their own examination, ask questions, and leaves reassured—not just by what they’ve bought, but by who they bought it from.

Online, those cues are almost entirely absent, outside of product reviews.

And while digital retailers have spent heavily on branding, photography, and customer service, few have addressed the a core risk: the customer’s uncertainty about what happens after the sale. 

Buyers are not just hesitating emotionally, they are engaging in a risk assessment. When a customer is considering a £2,000 purchase—particularly one as personal and non-essential as jewellery—they are acutely aware of what could go wrong: loss, theft, damage, delivery disputes, or remorse. And without the natural back-and-forth of an in-person interaction, those concerns are ignored.

In this context, embedded protection serves a very specific function. 

Not as an upsell, nor as a revenue driver, but as a trust signal. 

When protection is offered seamlessly at the point of sale, it communicates that the retailer has anticipated the customer’s exposure—and built systems to mitigate it.

This mirrors a broader trend across sectors: Amazon’s “A-to-Z Guarantee,” Apple’s extended care, Klarna’s pay-later protections. These aren’t just features; they’re psychological infrastructure. They enable digital transactions by reducing perceived risk. The jewellery sector, however, has been comparatively slow to adapt.

That said, embedded protection will never be a universal rule – it will not transform commoditised categories or compensate for poor site experience and optimisation. It is not a substitute for strong merchandising, nor is it a panacea for weak product-market fit. But for high-value goods where post-purchase confidence is elevated —fine jewellery being a prime example—it is increasingly part of what digital consumers expect.

Retailers who understand this are already integrating protection as part of the core purchase experience. The most effective implementations are quiet, unobtrusive, and positioned as care, and, when done correctly they help to remove doubt and sales friction associated with item longevity and ownership.

Ultimately, customers aren’t hesitant to spend online—they do so regularly, and in increasing numbers. But the difference between a completed sale and an abandoned one often comes down to something that’s not visible in the data: perceived risk.

Embedded cover doesn’t solve every challenge. But it does address a specific one that many retailers overlook: how to deliver trust digitally, at the exact moment a high-value decision is being made.

To see how embedded cover can integrate seamlessly into your online jewellery store—without disrupting your workflow or customer experience—visit: assetsure.com/embedded-insurance-b2b

Ecom Jewellers: The Peace-of-Mind Plugin 

Micro-hesitations, or their absence, can be the difference between revenue and regret in high-ticket retail.

Common sense consumer psychology has long shown that the greater the value of a purchase, the greater the emotional friction at the final step. Uncertainty rises, risks appear large and looming. “What if I lose it? What if it’s damaged? What if something goes wrong?” Left unaddressed, these questions stall momentum and result in abandoned sales  — both in-store and online.

But, why do shoppers freeze at the finish line?

Behavioural science tells us that shoppers make decisions emotionally, then justify them rationally. But jewellery isn’t just emotional — it’s expensive. And at higher price points, emotion is accompanied by risk sensitivity. Researchers call this anticipated regret: the fear of making a decision that turns out badly.

When a customer imagines losing a £2,000 ring a week after purchase, their brain flags danger, even when they’re deeply happy with their item.

What they want, often subconsciously, is a psychological safety net.

A tickbox that says: “If something goes wrong, you’re protected.”

Embedded insurance provides exactly that, at the precise moment their anxiety peaks.

So, in ecommerce, what tech options do you have to reverses doubt?

Counter to those annoying pop-ups and requests for email addresses the second you land on a site, embedding cover next to the products you sell doesn’t interrupt the sale — it rescues it.

According to multiple retail studies, customers offered protection at point of sale are more likely to complete the purchase, feel reassured, and rate the seller more highly.

For the customer, it’s low effort and low cost.

For the jeweller, it’s twofold: an uplift in conversion by addressing a conversion obstacle, and a new revenue line with no operational overhead. Customers don’t see it as an upsell — they see it as security, which is exactly how it works.

Revenue, reputation and repeat business are more than a “nice-to-have”. When you embed protection into existing buy online journeys the downstream wins for online retailers are:

• You lower buyer anxiety at the most fragile moment
• You add value without asking for more time or trust
• You create repeatable confidence — a key driver of loyalty in premium retail

And it’s entirely passive. Integration is simple, and support and claims are handled by the insurance partner. There’s no added weight on your staff — just a lift in your numbers and an increase in customer goodwill.

Owning fine jewellery is personal, emotional, and valuable. Embedded cover completes that experience—protecting what matters, building trust, and helping close the sale naturally.

It’s a tiny tick box, but it makes a big difference.

To see how embedded cover can integrate seamlessly into your online jewellery store—without disrupting your workflow or customer experience—visit: assetsure.com/embedded-insurance-b2b

The collaboration will fund 10 places on the MBA30 programme, a four-week executive education course tailored for Black entrepreneurs. The initiative is part of both organisations’ wider efforts to tackle structural inequality in the craft and design industries.

Accredited by SOAS University of London, MBA30 combines academic content with business insights from more than 16 industry leaders. 

The course includes three in-person days and six online sessions, covering subjects such as finance, branding, AI, legal compliance and sustainable operations.

Chris Oliver, head of professional training at the Goldsmiths’ Centre, said: “Equity and access are central to the Goldsmiths’ Centre’s mission. This collaboration with the Black British Initiative enables us to invest in the next generation of Black makers, providing not just funding, but meaningful pathways to leadership and entrepreneurship.”

Darren Miller, chief executive and co-founder of the Black British Initiative, added: “We are ecstatic, this support from Goldsmiths’ demonstrates their tangible commitment to creating a fair. 

“Statistically, the delta between the average turnover of a Black owned business and the national average is 3,124% and is directly related to the UK’s high levels of wealth disparity. Executive education is part of the solution and the practical support from the Goldsmiths’ Centre makes it possible to extend the reach of MBA30’s impact.”

The new collection includes custom-fit bracelets, anklets, and belly chains that are welded directly onto the wearer.

The launch was celebrated with an exclusive Influencer Day with guests including British Olympic gymnast Beth Tweddle.

Wongs also partnered with local radio personality Leanne Campbell to kick off a special giveaway campaign.

Katie Hughes, marketing executive, said: ’The branding of Welded by Wongs is as bold and modern as the pieces themselves – sleek, minimal, and unmissably cool, with design elements that reflect the permanence and personal nature of each jewellery piece. Every touchpoint, from the signature welding spark logo to the bold in store display, has been crafted to elevate the customer journey.”

Cynthia Cartwright, commercial director at Wongs Jewellers, added: “We wanted to create something that felt timeless but totally now. Welded by Wongs is about celebrating individuality, stories, and style – pieces that stay with you, wherever life takes you.”

The idea of the new collection is to offer wearable, bespoke heirlooms from the buttons that detail a wedding dress.

Using the style of the dress or significant motifs, Heulwen Lewis Bespoke creates buttons that capture the memory of the day.

Even if the gown doesn’t have buttons, the custom-made keepsake can be stitched or hidden into the dress.

Alongside this new collection the brand has unveiled a new look branding and website.

Sarah Heulwen Lewis, founder, said: “I’ve always wanted to capture the story and memories of a bride’s wedding day. It starts with the dress, but why should that end once they have walked down the aisle? I wanted their memories from their day to walk with them every day, to be passed on for future generations and worn with pride.

Conseiller’s appointment follows Marc Jacheet’s decision to leave De Beers and she will join De Beers and become a member of the group’s executive committee on 1 December 2023.

In her new role, Conseiller will oversee the development of De Beers’ brands and investment in existing and new diamond markets.

She joins De Beers from Maus Freres Brands Group where she spent eight years, most recently as CEO of Aigle and before that, Group Marketing and Branding executive vice president for Lacoste.

Prior to this, Conseiller spent almost two decades in leadership roles at Unilever spanning marketing, general management and audit disciplines across various geographies.

Additionally, she has served as a board member and senior advisor at PPYarns, Carbios and Raise Sherpas.

She also received the Chevalière de l’Ordre National du Mérite (Knight of the French Republic) in recognition of promoting diversity in business while developing sustainability within the French industry.

Conseiller said: “I’m extremely excited to be joining De Beers, a truly iconic brand and the globally recognised home of diamonds. As the only diamond brand that starts at the source, I’ve been hugely inspired by the positive impact that De Beers diamonds create for the people and places where they are discovered.

“I’m looking forward to working with colleagues right around the world to further unlock the potential of De Beers’ brands through linking the beauty that diamonds bring to the world with the good that diamonds do.”

Al Cook, CEO, De Beers Group, added: “I’m delighted to welcome Sandrine to De Beers. Her track record as a leader of iconic, purpose-led brands speaks for itself. She has consistently driven transformation and growth.

“But I am even more impressed by her passion and values. Sandrine joins De Beers at an exciting time, as we grow the value of our 135-year old brand, and share magnificent diamond jewellery with our clients around the world. I look forward to working with her. I would like to thank Marc for his support and contribution during his time as CEO of De Beers brands and wish him great success in the future.”

The company stated that these changes signalled a “profound shift” in the way jewellers engage with their craft and customers.

Nivoda stated that the main driving force behind the change was a desire to streamline the diamond purchasing process.

The company is also aiming to be a key support for retailers gemstones by “removing the complexities of multiple suppliers and invoices”.

CEO David Sutton said: “it’s crucial that our branding reflects our commitment to helping our customers be successful. We see our customers’ profits as our responsibility. The first impression people have of Nivoda has to match what’s actually happening inside the platform and the experience customers have while using our products and services.”

Nivoda now believes it is a custodian of each intricate detail, enabling jewellers to immerse themselves fully in their craft.

The new store refit features modernisation to match the current F.Hinds branding, new wall decoration, flooring, and a new seated area for serving customers.

The store will continue to provide a large range of jewellery, diamonds, watches and gifts as well as F.Hinds’ full range of services.

F.Hinds, which has been a family business since it was established in 1856, first opened its doors in Hertford 39 years ago.

Johnny Vassilliou, manager at the store, said: “Myself and the team are so happy with the changes made to the store. Here at Hertford, we have a fantastic team who are dedicated to providing our new and returning customers with the excellent service and products that the company is known for. With our new look store, we can’t wait to see what the future brings and to continue to be a well-known part of the local community for many years to come.”

F.Hinds employs over 1,000 staff across 127 stores in the UK, including its Chapelle branded stores.

F.Hinds first opened its doors in Bracknell nine years ago, in 2014.

The new Bracknell F.Hinds store, which has around seven staff features modernisation to match the current F.Hinds branding, new wall decoration, flooring, and a new seated area for serving customers.

The store will continue to provide a large range of jewellery, diamonds, watches and gifts as well as their full range of services including ear piercing, Gold for Cash, jewellery design, remodelling and repairs, watch servicing and battery replacements, insurance and more.

F.Hinds first launched in 1856 and since then it employs over 1,000 staff across 127 stores in the UK, including its Chapelle branded stores.

Callum Duguid Farrant, manager at the F.Hinds store, said: “Our team is so excited for the new refit, it has really freshened the shop up and given us an up to date, stylish, new look. It has made a fantastic change to the look and feel of the branch, and we’re looking forward to keeping everyone comfortable in-store, and helping our customers enjoy their shopping experience with us.”

F.Hinds first opened its doors Cribbs Causeway 25 years ago, in 1856.

The new Cribbs Causeway F.Hinds store refit features modernisation to match the current F.Hinds branding, new wall decoration, flooring, and a new seated area for serving customers.

The store will continue to provide a large range of jewellery, diamonds, watches and gifts as well as their full range of services including ear piercing, Gold for Cash, jewellery design, remodelling and repairs, watch servicing and battery replacements, insurance and more.

F.Hinds employs over 1,000 staff across 127 stores in the UK, including its Chapelle branded stores.

F.Hinds was recently crowned winner of FBU’s 2023 Retail Family Business of the Year award.

Steve Joyce, manager at the flagship F.Hinds store, said: “The team and I are over the moon with the transformation that has taken place within our store in just a few days. Everyone has worked so hard to make it a success, from our fantastic store team, the amazing shop fitters and the Head Office staff that visited the store to help out.

“At F.Hinds we pride ourselves on our hard work and family values, working together to get results, such as this amazing makeover. We are all looking forward to welcoming customers, old and new, with a smile on our faces for another 25 successful years and beyond.”