To re-launch Dollie Jewellery to the UK press by producing fashionable and fun campaign shots with friendship at their heart and in turn help position the brand as the confident, meaningful, affordable and collectible energy it is now aiming to be.
The team at FACETS PR worked with its parent company and the new distributor of Dollie Jewellery, The Company of Master Jewellers, to first and foremost work out where the brand currently sat and how that differed to where it wanted to be positioned. Moving away from the edgy, cool girl that was currently being projected as the ‘Dollie Girl’, the team created a new persona for the customer, which included fun, flirty, fresh and most definitely loyal to her fashion and friendship groups.
With a new direction decided upon, well-known stylist and fashion journalist, Zoe Kozlik, was brought in to help produce and curate the shoot with the FACETS team, eventually settling on a beautiful location in West London to create the visual magic. Two quirky, youthful and beautiful models were enlisted to be the new ‘Dollie Girls’ and with a team of the top fashion photographers, stylists, make-up, hair and nail artists, we set out to create a collection of iconic Dollie Jewellery campaign images.
Receiving a handful of striking and perfectly on brand images from the shoot, social platforms are being stocked ready for the Dollie Girl to see. It was imperative that the customer find the brand’s evolution first and foremost on social media, as this is where she spends the majority of her time.
In April we hosted our annual Autumn Winter press day, including showcasing the campaign images and newly designed collection of collectible rings and bracelets. Ranging from positive comments to being full on in love with the brand, the reception was nothing if not exactly what was aimed for.
Working now with DU and the CMJ to create an ecommerce website, once this is live, FACETS PR will reach out to all key fashion, lifestyle and jewellery titles to make sure the Dollie customer knows where to get her Dollie Jewellery fix. In the meantime, social platforms and on-brand experiences are key!