Jewellery World Magazine - May 2021

By Kirsten Ehrlich Davies
WHAT MAKES A STRONG
JEWELLERY BRAND?
In today’s crowded virtual marketplace where consumers are easily distracted, a strong
brand is more important than ever. Your brand acts as a shorthand symbol of what your
business represents, and a strong brand image ensures that consumers recognise you faster
and remember you longer. Here we take an in-depth look at what constitutes a strong, local
brand with valuable input from some of Australia and New Zealand's leading brands.
A
success brand establishes your place
in the complex network of businesses
within the jewellery industry –
designers, manufacturers, distributors,
wholesalers and retailers. By clearly
delineating your brand, you will find your
industry partners as well as your customers. So
how do you build a brand that truly represents
your key business message and reflects the
quality of your products and services?
Establish your vision
Olivia Anderson of Leading Edge Group says
that a brand’s success ultimately depends
on the vision one sets for their business, and
ultimately its purpose.
“Essentially, the brand’s reason why?” says
Olivia. “One may have started a jewellery
business as it has been part of their family
heritage or for a love of craftsmanship or
even for a unique taste of retail adventure!
Whatever the reason, one needs to define why
the brand exists for the customer.”
For nearly 40 years, Leading Edge Retail has
been helping Australian family businesses
survive and thrive, providing expert advice
in relation to marketing, creative design,
website design and development, social media
campaigns, email newsletters and online
campaign content.
“Once a business has their why, each business
decision, marketing campaign, supplier and
product selection needs to support this
purpose,” said Olivia.
Most people entering the jewellery industry
do have a clear vision of what they want to
achieve, in terms of quality, style and value.
The strength of the brand lies in the ability to
stay true to that vision. Established in 1953,
family firm Worth & Douglas is highly regarded
as one of Australasia’s leading wedding ring
manufacturers, and has maintained the same
vision and the consistency of their designs
over three generations. Chris Worth, grandson
of the founder Peter Worth, says a strong
brand has a story behind it.
“The W&D brand has been built around
Peter’s core values and he made a great
impression on the jewellery industry during
his 70 years in business,” said Chris. “Our value
and strengths come from our longevity and
the trust we’ve built with our customers over
Worth & Douglas
60 years by continually delivering
quality products and services
in a friendly and timely
manner.”
“Many of our styles were
designed by the late
Peter Worth and
many more by our
current MD John
Worth – with input
Worth & Douglas
from the wider team and our customers, of
course!” Chris said. “Our design technique is
predominantly natural evolution: working with
our core products and modifying or tailoring
them to stay on top of latest trends and styles.
It’s great fun trawling through our vast back
catalogue to find designs from decades ago
which have come back into fashion!”
Sales and marketing manager of Ellendale
Diamonds, Gersande Price says that the
company strives to establish reputable longterm
relationships with their customers and
jewellery stockists, ensuring the brand delivers
on its promises, exceeding expectations.
“Jewellery today is so much more than an
accessory -- it reflects your personality and
style,” said Gersande. “It’s therefore important
for a luxury jewellery brand to have its own
concept and characteristics being unique,
appealing to its target audience.”
26
jewellery world - May 2021