Getting attention for a beautiful jewelry line sounds like it would be easy, but when you are targeting editors and writers who are inundated with jewelry samples all day long, you need to stand out.

 

With communications becoming increasingly digital, we decided to buck the trend and take an old-school approach with Bronwen Jewelry. We would deliver a press kit to editors at trade shows and to their offices via snail mail. But to catch their attention, we needed to design a press kit that would be memorable while communicating the essence of the brand.

 

We initiated the design process with a few questions.

 

• Whom were we trying to reach?

• What did we want to communicate?

• What did we want the results to be?

 

We analyzed the company’s marketing and sales objectives and, given the company’s active jewelry line, determined that we would target fitness and outdoor writers during Summer, and women’s lifestyle publications for Holiday, hoping to get into a few of their holiday gift guides.

 

We would focus on a single product – Bronwen Jewelry’s bestselling Silk Ribbon Wrap Bracelets as our design inspiration. We wanted to leverage this popular item in a way that would draw in the media and immediately convey what the brand is all about.

 

We wanted to results to be nothing short of a burst of vertical (fitness/outdoor) and national women’s lifestyle exposure!

 

At the leading outdoor industry tradeshow, we delivered Silk Ribbon Wrap Bracelets to key female media to wear during the show. Great conversation starters as they met with other brands and media. We set appointments for the founder/designer to meet with key media. And we handed out press kits to top media at the show, as well as via our Holiday mailing campaign to the top 50 media in the women’s lifestyle arena. The top 10 also received carefully selected jewelry samples.