Popup Jewellery Stores Woo Valentine’s Buyers into Signet

Traditionally one of the busiest times of the year for jewellers, the run up to 14th February 2010 will be marked by Ernest Jones and H.Samuel with new format designs: temporary popup stores for each brand.  
 
Designed and implemented by marketing agency Haygarth; the H.Samuel ‘Little Store of Love’ and the Ernest Jones ‘Love Boutique’ have been created to make the busy romantic season easy for customers by focussing on men’s shopping requirements for convenient, last minute, helpful and speedy service.

H. Samuel’s ‘Little Store of Love’ will be situated at Waterloo station and uses a fun, friendly and appealing creative to create a warm and inviting environment. Staff gift finders will be available to help guide shoppers and enhance the brand experience.

‘The Love Boutique’ will represent the Ernest Jones brand at Paddington station. A clean, contemporary and modern design will be used, replicating a style bar to entice shoppers.

The ranges in each store have been specially selected to represent gifts for each stage of a relationship. In H.Samuel the collection spans from affordable treats for new couples to the investment of on trend bead bracelet gifts; whilst Ernest Jones offers accessible luxury for long-term loves from classic diamond pendants to gorgeous silver and gold gift sets.

Jeff Jones, Signet Head of Brands, explains: “Valentine’s gifts are traditionally bought at the very last minute, but still retain their importance. This year we want to help men get it right by bringing our stores to them whilst commuting to work or on their way home. We are delighted with the formats that Haygarth has developed with us. The popup stores are fun and colourful – we hope we make things easier for men and that women will come and browse and drop hints to their other halves.”

Sophie Daranyi, Haygarth CEO, comments: “There are so many brands fighting for their share of voice in the lead up to Valentine’s Day. This brand building activity will help create stand out and Valentine’s Day ownership for Signet whilst making it easier for customers to make an important gift purchase.”

February 2010