THE REQUEST - Reestablish internationally-respected jewelry retailer, MAYORS as the undisputed leader in the luxury bridal jewelry market, using their 100+ years of expertise and reputation for quality as a brand foundation.
PIL APPROACH - To elevate the perception of the brand, and make it more reflective of the exceptional quality and service offered by MAYORS, we established the name, "The Bridal Collection," for the segment and created a separate and unique color palette to distinguish bridal pieces from the rest of MAYORS retail communications. In doing so, we also were able to create a distinct market niche for MAYORS Bridal Collection against its competitors. Additionally, we assisted in the visual enhancements of the retail stores' bridal areas using complementary and aesthetically favorable fabrics and colors.
THE RESULTS - Creative for Print, Interactive, In-Mall, and Outdoor just launched December 2013, and corresponding sales figures have not yet been released. However, feedback for the new materials from Publications, Mall Property Managers, and customers has been overwhelmingly positive.