Retailer promotes itself as there for the important moments in life.
High street retailer Ernest Jones has unveiled a rebrand of its retail stores and website, becoming Ernest Jones Love and Life.
Signet Group says that Ernest Jones will “still maintain its specialisation in diamonds jewellery, luxury watches brands and fashion brands”, but has chosen the Love and Life tagline to highlight the special occasions behind customers’ purchases.
Linda Kellner of Signet explained to Professional Jeweller: “The Ernest Jones Love and Life branding is about evolution – we have always been there for the moments that matter to our customers. From engagement rings to birthday gifts, self-rewards to Christmas presents, we are now expressing the importance of Ernest Jones’ role within these significant occasions directly with our new branding as love and life.”
“Our new stores at Exeter and Westfield Stratford exhibit this thinking, with eye-catching fittings and luxurious brand displays,” she added.
The website is also displaying the Love and Life addition, and Ernest Jones retail stores are set for a luxe makeover as part of the re-brand.
Signet and Ernest Jones marketing director Colin Wagstaffe said: "We wanted a simple yet meaningful proposition and description of the brand which demonstrates the role that Ernest Jones proudly plays in peoples’ lives. We are here for their love and for their life.”
Ernest Jones marketing campaigns will contain more personal lifestyle imagery said to capture life’s important moments, displayed along with emotive messaging within POS, in-store brochures, online and emails.
“Our range offer will continue to evolve as it has been lately with the introduction of exquisite lemon diamonds, the Tolkowsky Diamond from the family that invented the Ideal Cut Diamond, LeVian chocolatier diamonds, the extension and continuation of Amanda Wakeley’s designs exclusively for Ernest Jones as well as high end desirable watch brands,” Kellner said.
It is not yet confirmed whether or when the Ernest Jones Love and Life branding will be rolled out across its 200 UK stores.