Wishart Jewellers is a third generation family business now in its 60th year. To coincide with this milestone, we were engaged to redevelop its brand identity. We developed a stylised “W” that seamlessly incorporates a diamond into its negative space. A diamond is the world’s most iconic gemstone, and with a reputation for lasting forever, it provided a fitting choice for a third-generation business.
Wishart Jewellers is a third generation family business that recently celebrated its 60th year of business. To coincide with this milestone, we were engaged to refresh its brand identity and extensive customer-facing touch points, from retail signage and product packaging, through to its website and advertising.
In refreshing the brand identity, we developed a stylised “W” that seamlessly incorporates a diamond into its negative space. A diamond is the world’s most iconic gemstone, and with a reputation for lasting forever, it provided a fitting choice for a third-generation business.
Mirroring one of jewellery design’s most closely followed adages, the strength of the logo is in its simplicity. The logo is understatedly elegant, but at the same time strong enough to remain effective when stamped at a width of 3mm on the inside of a wedding band. The brand identity reflects everything you would look for in a jeweller – elegance, style, precision and an attention to detail.
In parallel to this refresh, we also delivered a digital strategy for Wishart Jewellers, including the development of a website and online shop. While high end jewellery isn’t the first thing you might think of when it comes to online shopping, Wishart Jeweller’s online shop provides customers with the ability to browse a broad range of product types and styles, allowing them to come into store with a clearer purchase intent. The online store has also proven successful for the sale of lower value or less customised items, including watches.
We’ve continued to work closely with Wishart Jewellers, promoting specific products around key times of the year, including Valentine’s Day, Mother’s Day and more.
As part of Wishart Jeweller’s relaunch following their brand identity refresh, we developed and managed a “Win a $5,000 Diamond” promotion. We custom-developed a web-based entry form and entry-management system for the competition, and randomly selected a winner at an in-store event on the draw date. Using a combination of Facebook promoted posts and targeted online and offline advertising, we generated a large volume of entries – reaching into 5 digits by the competition’s end, adding more than 5,000 new fans to Wishart Jeweller’s Facebook page and increasing in-store sales throughout the period of the promotion.