Objectives

Smooch, formerly The Jewellery Collection, approached Cognition for a new name, brand and website to help them stand out from traditional jewellers and generate more enquires.The rise in availability of counterfeit jewellery, along with an abundance of online traders,meant that Smooch had to justify their prices through their marketing activity. The quality of their product and the personal service they offer were therefore key messages. Ensuring a steady flow of customers who appreciate these values took a considered approach and an appropriately flawless image.

Approach

By changing the name from the Jewellery Collection to Smooch, and developing a sleek, contemporary look and feel for the brand, we were able to give our client an immediate competitive edge over traditional bridal jewellery suppliers. A series of targeted direct mail postcards introduced the new brand to a new audience and helped to drive traffic to the new website. Website visitors were then encouraged to make telephone enquiries or book a home visit.

Result

• After the rebrand, Smooch was featured in nearly 20 wedding publications
• Within a year of our appointment, their profits had increased by 15%.