Swag Launch Circle of Life Collection

The Brief

To successfully launch the Circle of Life collection, a range of push presents, created by SWAG Jeweller to celebrate its official partnership with Your Parent Guide.

The Clients

FACETS PR worked with SWAG Jeweller and Your Parent Guide to maximise partnership opportunities for both companies. A government funded initiative, the Your Parent Guide is a consumer friendly magazine given to parents on the registration of the birth of their new baby, which highlights need to know topics such as finance, health and education.

To promote the fact that SWAG Jewellers was chosen to be a part of this project, due to its family friendly ethics and outlook, SWAG decided to team up with a like-minded charity partner. After hearing about the work of PANDAS Foundation, a pre and post-natal depression charity, it was decided that 20% of the proceeds from the Circle of Life collection would go directly to its vital work with mothers and fathers battling this debilitating illness.

Wishing to grow as much social buzz as possible, SWAG Jeweller also teamed up with six key mummy bloggers and tasked them with being ‘brand ambassadors’. These bloggers were: A Mummy Too, Hey Mummy TV, Mama’s VIB, Not Another Mummy Blog, Mummy, Daddy and Me Makes Three and finally Slick Mummy.

To officially launch the collection of eternity rings, earrings and pendants in diamond, sapphire, pink sapphire, ruby and emerald, FACETS PR hosted an event in central London, inviting the mummy bloggers, as well as parenting and lifestyle press.

The Results

The intimate event, which took place on 11th November at Morton’s Club in Mayfair, was host to 25 key parenting and lifestyle press and lasted for three hours. Edward Ferris, MD of SWAG and Claire Nethersole, PANDAS rep, both gave speeches on the initiative and partnership, as well as speaking to press individually.

Besides a wholly successful event, 43 pieces of online, blog and print coverage were achieved for the brand as well as over 85 pieces of social media. All of the mummy bloggers produced a range of inspired posts with supporting social media and the Circle of Life collection is selling incredibly well, with the Diamond Eternity Band already having to be re-stocked.


23rd May 2016


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