When Lanes Fine Jewellery signed on the dotted line to become the official jeweller of Leicester City Football Club three years ago, owners Ercan and Carli Onguc expected to be involved with a team whose ambitions extended no further than consolidating its place in the Premier League.
What they didn’t bargain for – and neither did any football pundit or bookmaker – was for the Foxes to romp to the title and write one of the greatest sporting stories of all time.
Some businesses spend millions finding the right brands or events to associate their products with, but the Ongucs’ enthusiasm to back their local football team has paid dividends in ways they could never have imagined.
“Being the official jeweller for Leicester City Football Club during the most successful and historic season has brought a huge amount of recognition and custom,” says Ercan. “Taking clients and friends to games has been enjoyable, as well as successful in business terms.”
Carli agrees that the brand awareness its marketing arrangement has brought to Lanes Fine Jewellery has been mind-blowing.
“It makes people really take note of our relatively young company. The prestige of being the official jeweller for the Premier League champions has been an advantage within the trade, as well as increasing footfall and sales. It has given consumers confidence that we are a successful, trustworthy company, despite it only being three years since we opened.”
The company is now looking to push on and grow the watch side of its business, too. “Offering a luxury watch sourcing service has been a big boost to turnover,” says Ercan. “Watches are becoming more popular every year and this is an area we couldn’t overlook.”