The founders of growing jewellery brand Esoteric Luxury have launched a new creative branding agency, Bright Sparks United, focusing on supporting jewellery retailers and brands with their visuals, graphics, websites and social media.
Professional Jeweller spoke to founder Satbir Tamber to find out why he made the decision to start his own agency, how he plans to help individuals, brands and retailers, and why search engine optimisation (SEO) is something the whole jewellery industry should be thinking about…
To find out more, visit Esoteric Luxury and Bright Sparks United at International Jewellery London, stand S88.
Q: Tell us what inspired you to create the new company, what services it will offer and why you think it is important for retailers/brands to utilise such services?
Bright Sparks United was inspired by our own journey of building our brand. We decided to avoid the route of design ‘Guru’s’ and ‘Agencies’ as it was an expensive path and we felt we could design, brand and market ourselves in a better, distinctive way. Furthermore, we come from a retail background, we understand what retail clients need and this is a definite advantage for us and for our clients.
We are professional story-tellers. We will understand your business and advise on how best to tell your unique story to your customers and build solid relationships with them. This is our way of working and we have achieved great success for our clients.
We have designed for Urban Outfitters and our most recent client has been jewellery industry consultant Jo Henderson. We worked with Jo to create her brand identity and website – www.jhjc.co.uk
Q: What can you help jewellery clients with in particular?
Press releases are our speciality and we pride ourselves on the results and return generated from these. We have also populated complete websites with SEO optimised content for customers. It’s all very well having a great looking website, but it will be an expensive white elephant if your customers cannot find it online and it doesn’t rank high in Google for your Keywords. Yes, technology can be great and drive your business forward however it can also drain resources and become an expensive mistake when not designed and implemented correctly.
Our SEO service offers you digital marketing to get you noticed on the internet and more importantly, get you in front of your customers in the most cost-efficient way. Forget the jargon of Panda and Penguin updates, Web 2.0 profile and CPC we will communicate with you in easy to understand English, so you know exactly what is happening at any point in time.
Q: When it comes to branding and websites what do you think are the most important things that brands should consider?
There are too many messages bombarding your customers. The barriers to actually engage with customers are high, as many are on auto-pilot, unable to deal with tidal wave of information. Therefore, customer knowledge will make the difference between your brand being another one bouncing off the barriers rather than making a connection with your potential customer.
Focus on your USP and what makes your brand distinctive within the marketplace. Do this passionately and sincerely. Customers will, through interactions, spread positive word of mouth and become brand champions (the Holy Grail of Branding!), if you consistently pursue your branding with passion.
This leads us onto consistency within the brand, have a clear idea of the look and feel of your brand is again a key point . Make sure to utilise marketing materials like social media and integrate them into or connect them with your website so that people can find you everywhere.
If you sell products, create your online shop immediately. There is a huge untapped market you are missing out on and at the very least it will drive customers to your physical business, potentially improving revenue and profits. Google is your friend and wants to help, make that relationship strong, it will reap rewards.
Always connect your social media to the online website, so that people get updates when you launch new products. Email Newsletter sign up on your website works well too, if you use it wisely. Update people regularly (every week/two weeks) with new products, highlights, studio news etc to keep them in the informed and also generate more traffic (unique customers) to your website.
Make sure you have a clear website with clear navigation, your logo on each page, clear headers and an easy format to actually purchase from you.
Q: How will you be balancing Esoteric Luxury alongside this new endeavor?
We feel Esoteric Luxury and Bright Sparks United compliment each other. We love designing, whether that is our jewellery or a new logo for an established retailer. We do keep the businesses separate in terms of conflict of interest and always maintain the highest standards and confidentiality of our clients. We have jewellery industry clients both emerging and established brands that we work with under confidentiality agreements, so it is not an issue for us.