H Samuel Jewellers

Overview

Elizabeth was brought in to develop a new brand identity for high street jeweller, H Samuel. The brand re-invention started by developing new customer segmentations based on fresh data insights and developing a new marketing strapline and visual identity ‘Style to Make you Smile’ to reflect a renewed focus on jewellery and watches.

Challenge

Founded in 1890, this staid watch and jewellery retailer had an ageing retail estate, and disparate marketing and communication strategy, lacking a customer centric focus. The challenge was to revitalise the brand, making it ready for a new generation of customer and to make it the destination for its own affordable jewellery and watches and fashion brand partners.

Solution

Elizabeth worked with newly appointed external and in-house teams to develop a new omni channel marketing strategy and the “next generation” of concept stores designed specifically around the brand’s new fashion-loving customers. These provided an immersive brand experience that delivered on this new brand promise of ‘Style to make you Smile’.

Reflecting the post pandemic changes in how people shop these next generation stores reflected H Samuel’s customers’ changing shopping preferences, making them a place to have fun and be inspired, and engaging customers with the H Samuel brand to provide an immersive and memorable brand experience.