An initiative to promote Herbert Brown’s unique range of value led second hand diamonds has led to The Design Dispensary creating and rolling out ‘FairyTale Diamonds’ across Herbert Brown’s 34 stores.
The FairyTale Diamonds concept has allowed Herbert Brown to influence the perceptions of second hand diamonds by adding value to the product range, whilst dispelling the unnecessary stigma associated with second hand jewellery, and demonstrating the value Herbert Brown add at every point of the diamond’s ‘journey’ through product differentiation.
Having taken up the visual identity, The Design Dispensary, created a series of marketing materials engaging customers from pavement to post-purchase. These included commissioning new window display units, each incorporating a visual display unit showing an animated ‘journey’ that is unique to Herbert Brown’s second hand diamonds. The concept continues in-store with supporting point-of-sale and FairyTale Diamonds branded after-sales materials, including packaging and certificates.
However, non of this could take place without the engagement of staff that took place at a ‘star studded’ inaugural launch event to the store managers and executive team at the beautiful Oulton Hall in Yorkshire.
The magic of this unique story continues to go from strength to strength…