To write and edit a high-quality brochure telling the unique stories behind the jewellery that Tustains sells, as well as planning a sparkling VIP pre-Christmas customer event in Leamington Spa to promote the brochure and to unveil an exclusive designer collaboration.
Tustains director Joe Milner approached FACETS PR with the idea of creating a stylish, coffee table-style journal for them to have in store and to send out to customers ahead of Christmas. Joe was keen for the brochure to bring the stories of amazing designers, innovative producers and master craftsmen to their customers, demonstrating the attention to detail, skill and mastery of fine techniques that Tustains is so passionate about – rather than it being a product-focused catalogue that would date quickly.
We worked closely with Tustains to plan the content before contacting the brands and designers for information to enable us to bring the copy to life and write interesting features that gave a real insight into the jewellery-making process.
The second part of the project was to throw a glittering VIP customer event to create buzz around the launch of an exclusive jewellery collection made in collaboration with award-winning designer Andrew Geoghegan. Joe was keen for the event to have a wow factor for guests, yet have a relaxed feel rather than be a selling event.
The venue for the event – the historic Leamington Spa Tennis Court Club – was transformed for the night. Essentially working with a blank canvas, the entrance corridor was lined with twinkling drapes to create an air of anticipation as guests arrived. They then entered the main Court area, where elegant lighting had been strategically positioned to create a luxury yet relaxed atmosphere.
Guests enjoyed canapés and drinks throughout the evening as they were entertained by music from the DJ. The event was also punctuated at various points by performances by models wearing jewellery from the store, who then mingled with guests to give them a closer look. Cabinets along the edge of the room attracted much attention from guests, with several significant sales made both on the night and in store the following day.
The project has raised awareness of Tustains as a local specialist in independent fine jewellery. Press coverage of the event was then followed up with the distribution of Tustains: The Journal, which has such longevity that it can be used as a marketing tool for the foreseeable future.
“Working with FACETS PR was a huge advantage as they instantly understood our brand and the jewellery industry as a whole. We have worked with a number of PR agencies over the years and often the biggest hurdle we have is the understanding of the jewellery industry and the ability to communicate in a way the fits with our brand.
“With the brochure, we wanted to produce something that told the stories behind some of our amazing suppliers. For this, FACETS PR were amazing as they already had good relationships with many of the suppliers, which allowed them to quickly source information and images and create the feel that we wanted. The whole process seemed very easy and went without a hitch.
“FACETS PR then managed our event with very little direction. We have never used event planners before but we will never go back to doing it ourselves; the help we got from FACETS PR allowed us to concentrate on making the most of the time we had with our customers. We couldn’t be happier. The event was a great success, backed up by the sale of some significant pieces. It’s been really great to be moving into Christmas and the New Year with such a joined-up marketing strategy in place for this important time of year – and we couldn’t have done it without all FACETS PR’s hard work.”
– Joe Milner, director, Tustains