I’m sure the silver trade took a breather after all the sales in November. But anxiety remained about the level of business in the run-up to Christmas. As I go round the trade introducing myfamilysilver.com, many dealers tell me about their concerns about rising rents and costs. Everyone accepts the need to have a web presence but exposure is vital, especially on the all important Google search results, to reap the full reward. Silver is a perfect commodity to trade online (like books) as it is a standard material guaranteed by hallmark. In the past, however, many dealers have struggled to make an impression online as the market is fragmented. It also requires considerable energy, time and money to climb the rankings.
So, my yuletide conversations have further strengthened my conviction that together we can make a real difference to the trade of silver (as abebooks.com have revolutionised the sale of secondhand books). We have the resources to build a significent business online and the marketing skills and spend required to grab attention.
During January, I will be continuing my conversations with the trade and will start to invite dealers to join us. As more and more silver is uploaded to the site, our footprint will grow, so that when we launch our PR drive for traffic in the early summer there will be plenty of silver for a visitor to explore (and purchase).
No one can claim this will be an easy year – but together we can make it a better one.
John Culme, who for many years has been connected with Sotheby's Silver Department, is author of several books and articles, including The Directory of Gold and Silversmiths, 1838-1914, published in 1987, and co-author with Nicholas Rayner of The Jewels of the Duchess of Windsor. He is also a Liveryman of the Goldsmiths' Company, London.
