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.
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.