Portas was appointed by Goldsmiths to help the 200-year-old retailer drive growth in a category dominated by heavy promotion and discounting.

We spotted the opportunity for Goldsmiths to become the ‘luxury jeweller on your local high street’ – balancing the personal service of the independents with the brand appeal and customer experience of the best luxury brands. This required a complete rethink of the  brand experience and communications approach. One of the key challenges was the disconnection between the luxury watch business, the fine jewellery business, and the services business.

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Brand consultancy
Brand design
Comms strategy
Content Creation


To solve this challenge, we developed a communications strategy that shifted the focus from individual categories to lifestyle moments that Goldsmiths could own – like Christmas, Engagement, Wedding and New Season. These moments enabled us to communicate and cross-sell multiple categories and services at the same time.


The new proposition – ‘It starts with Goldsmiths’ – was designed to place emotional storytelling at the heart of the brand; and act as a unifying tagline that tied all activity together. ‘It starts with Goldsmiths’ was translated into a new brand identity, visual signature and tone of voice, and rolled out across packaging, stores, advertising, digital content and direct mail. As part of the exercise we also created a sub-brand for Goldsmiths Services to accelerate their growing watch and jewellery servicing and insurance business.

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