Orelia are a rapidly growing jewellery company who selling like hot cakes in the likes of Top Shop but of course it is imperative to keep the Orelia name in people’s minds. The problem was that whilst successful, Orelia are a young company and did not have the £12,000 a month to spend like their immediate competitors. We were asked to train Orelia’s in house team so that they could compete against the big boys.
Brand Strengths
When we looked at Orelia’s strengths, we realised that all sorts of people were buying their ‘of the moment’ costume jewellery, not just teenagers; but they were wearing it in different ways. Fashionable young people were piling on the bracelets and chains to obtain a funky street wise look, whereas yummy mummies were putting a more sophisticated image together. We translated this unique brand strength into a strap line “As modelled by you”. On the back of that, we developed an on line competition:
Send in pictures of you modelling Orelia jewellery and win a year’s worth of jewellery every month – plus get the chance to model for the Look Books.
In addition, we trained the in-house team to speak to journalists, write press releases and hone their contact list.