Fine jewellery retailer Mappin & Webb will re-launch this summer following significant investment by its parent group, Aurum Holdings.
The 240-year-old British brand will receive a high profile marketing campaign, new-look boutiques and a refreshed product range.
The Royal Warrant holding company has appointed global agency McCann to create and manage a fully integrated marketing campaign, and the £3 million investment will see an impactful mix of print, online and out-of-home media, as well as social media and experiential activity, supporting the brand strategically at both a national and local level.
The new campaign will coincide with the reopening of the Mappin & Webb flagship Regent Street store following a £2 million refurbishment, echoing a new look that has been applied across the brand’s UK-wide network of 11 boutiques over the past year.
Investment is also being focussed in the area of product development. Central to the brand re-launch and creative campaign, will be a new bespoke design service that will highlight Mappin & Webb’s bridal jewellery.
Brian Duffy, chief executive of Aurum Holdings, said: “It is a great time for a jewellery brand to reinvigorate the bridal market. The rise in consumer desire for personalisation, provenance and authenticity aligns perfectly with Mappin & Webb, which offers meaningful designs, many of which are inspired by our extensive archive, reimagined by our talented in-house design team and then created in our London workshop.
“We have such a deep and rich brand story to tell and believe that the timing is just right to open up the Mappin & Webb experience to new audiences.”