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All that glitters…rebranding Welsh jewellery brand Clogau

Two years ago, following a presentation at the 2016 Retail Design Expo,  we started a conversation with a new client about helping them with a new store development project. This conversation was the start of an exciting collaborative journey that grew. It has resulted in some positive early results for the client and their new store being shortlisted for Store Design of the Year at the UK Jewellery Awards 2018.

Whether you are involved in the jewellery sector or not, this is a case study that shows what can be achieved when a retailer embraces strategic retail design. It’s a story about partnership and teamwork, and a willingness to dig deep in order to achieve design effectiveness and breakthrough results…

Family owned Welsh jewellery brand Clogau has evolved significantly since it launched nearly 30 years ago, back in 1989. Today they have over 350 wholesale partners, seven own stores plus a successful online, travel retail and TV shopping presence. It’s one of Wales’ success stories but it’s a brand that not everyone has heard about.

It was for that reason that Clogau approached Innovare Design to help them with their brand development to reflect their multichannel business and to strengthen their growing own store retail presence.

Everyone in the jewellery sector knows Clogau. They have built an amazing and successful wholesale business but they are still relatively new to retailing. Whilst it was important to retain continuity in their market place, we felt strongly that their brand and retail offer needed to be carefully refocused for the customer.

Through a strategic brand review project – with Clogau’s senior management team and their customers at the heart of the process – we were able to identify the key brand story elements that would bring a new clarity to both the brand identity and the customer retail journey.

The collaborative process we undertook with Clogau ensured that the design outcomes we reached were grounded and customer-focused. Clogau have a rich and fascinating heritage together with wonderful stories like their royal connection, the rare and precious nature of their Welsh gold and the inspiration of their jewellery designs. The challenge for Clogau is to tell all these stories consistently across all sales channels.

“Working with Lloyd and his team at Innovare Design has been incredibly insightful. The resulting new store concept provides a cohesive customer journey in a compelling and aspirational space that reflects Clogau’s brand values.” CLOGAU

The brand review, which started in Spring 2017, has resulted in an updated logo, display furniture, point of sale (POS) and packaging, all of which were unveiled at this year’s Jewellery & Watch trade show at the NEC in February 2018. While the new concept for Clogau’s own retail stores debuted at their first store in North Wales, which opened last month in Chester at Broughton Shopping Park. The new concept store and stockist furniture will be rolled out during 2018.

You can read more about this case study here.


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