EXCLUSIVE: Swarovski partners with Somethin’ Else and

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Swarovski has partnered with content agency Somethin’ Else to amplify its #BeBrilliant message in the lead up to Christmas 2016, whilst increasing awareness of its AW16 jewellery, watch and homeware collections.

To build Swarovski’s digital content – and reinforce existing consumer relationships while recruiting new customers – Somethin’ Else has commenced work with Kate Thornton’s website, supported by a host of celebrity friends. is a shopping platform founded by Kate Thornton, who has built the site to bring users  a collection of money saving deals, offers and rewards from 500 carefully curated brands, alongside friendly, fresh and fun editorial content, all wrapped up in a simple but stylish online environment.

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With a collective social following of over 1.5 million, experts Kate Thornton, Heidi Range, Denise Van Outen, Tamsin Outhwaite, Amanda Byram, Lisa Faulkner and Melanie Blatt have come together to create engaging content featuring Swarovski.

Swarovski managing director, Hayley Quinn, says: “We are thrilled to be working with Somethin’ Else and The talent is an ideal fit with our target consumers, and the content strategy devised by Somethin’ Else ensures that we are communicating effectively with our customers through content specifically tailored to the UK market.”

The content created with features the influential celebrity women sharing their most #BeBrilliant moments, covering personal journeys of achievement, along with top fashion tips in order to feel your most brilliant. In the lead up to Christmas they will also be sharing their gifting recommendations, focusing on Swarovski’s key Fall-Winter styles –Jean Paul Gaultier, Funk and Crystaldust.

The exclusive content will be distributed across Swarovski UK and Global social channels, as well as via other key digital environments.

“Our partnership with Swarovski is a huge milestone for,” says founder and editor in chief Kate Thornton. “The atmosphere on set was electric, and really reinforced the strong brand alignment between TB Seen and Swarovski. I’m incredibly excited to roll out the campaign over the next six months and give the Swarovski consumer the chance to be part of our #BeBrilliant lifestyle in the lead up to Christmas.”

The first series of content from Somethin’ Else and TBSeen will be introduced this month.

Find out more about the campaign in an exclusive interview with Hayley Quinn in the Sept issue of Professional Jeweller.


Tags : Be Brillianthayley quinnjewellerym digital contentKate ThorntonSomethin'

The author Stacey Hailes

Editor, Professional Jeweller

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