Michael Spiers is a family run luxury jeweller, with four showrooms located across the South West. Sourcing the very best gemstones from around the world for its bespoke range of handmade jewellery, it is also the regions only stockist of esteemed watch brand, Rolex – making it a unique destination for the affluent buyer, and one that refuses to compromise on quality or customer service.
But the company was up against some tough competition from other jewellers in the region, and approached us to help position them as the South West’s premier destination for luxury jewellery and designer watches, appealing to the high net customer and raising awareness amongst target audiences.
As a well-established business that has been trading in the area for nearly 60 years, Michael Spiers already had a reasonable following. However, in spending a large amount on advertising with media titles across the region and yet neglecting to indulge in supporting PR activity, it was doing little to engage with its new or existing customers.
We immediately established a pro-active press office, which focused on approaching key regional news and lifestyle titles with engaging content that would get us the right results. With content designed to engage people who were looking to make that next special purchase, as well as those who had an interest in all things luxury and with the potential to become a future customer, we have sought out diverse topics to explore, from fashion trends and must-haves, to in-depth features on gems and watches.
Our on-going PR push has reaped real results for Michael Spiers, and our team has forged crucial relationships with key journalists to ensure monthly domination of both the local and regional press.
Media relations activity has seen features, business profiles, products and buying tips appear in virtually all local media outlets. Coverage has been extensive, and focused entirely on driving customers through the doors.