<\/p>\n
\n\tJared Jewelers is stepping up its multiyear journey to elevate its image and shopping experience with a sophisticated holiday campaign themed \u201cSeason to Dream,\u201d and a store prototype launched Friday in Arizona.<\/p>\n
\n\t\u201cThe work of elevating a brand means you elevate every touch point \u2014 the customer experience, the product, the store environment, all the collateral that follows the sale, the way you are in contact with your guests, the people in your stores,\u201d said Claudia Cividino, president of Jared Jewelers and Diamonds Direct, which are both operated by Signet Jewelers. \u201cIt\u2019s been a constant drumbeat for the last three-and-a-half years. Everything has to get elevated. There are no silver bullets when you\u2019re doing this work.\u201d<\/p>\n
\n\tThe prototype store, located in the Gateway Crossing strip center in Avondale, a suburb of Phoenix, displays an extensive collection of fine jewelry, engagement and wedding rings, watches, new and pre-owned luxury timepieces, and houses the Jared Design & Service Center where jewelry experts offer bespoke design consultations, restorations, maintenance and cleaning for jewelry and timepieces. Jared plans to roll out elements of the new format to new stores next year.<\/p>\n
\t\t\t\t\tJared<\/p>\n
\n\tThe holiday campaign, created by advertising guru David Lipman, showcases natural diamond jewelry and fine jewelry, and is centered around model Jasmine Tookes and her husband, Juan David Borrero. A 30-second video shows Tookes with a snow globe containing a miniature Jared store. She\u2019s presumably dreaming about shopping Jared with her husband, trying on a couple of pieces before selecting a diamond ring, and happily holding a ribboned Jared gift box.<\/p>\n
\n\t\u201cThe campaign shows what the Jared experience looks and feels like, in just a very direct way, and expresses the sense of joy that lives around the holidays and that moment of gifting,\u201d Cividino said.<\/p>\n
\n\t\u201cSeason to Dream\u201d puts a spotlight on Jared\u2019s Signature and Unspoken collections as well as a new collection for holiday called Constellation.<\/p>\n
\n\tCividino said the Jared gift box \u201cis one of the heroes in the campaign. Of course, it\u2019s always about product. But it\u2019s also about the gestures that surround the product when you give that gift. We\u2019ve done so much work at a brand level to elevate every aspect of Jared, and that is what you will see come to life in this campaign.\u201d<\/p>\n
\n\tTookes, who created a Jared gift guide featuring natural diamond tennis bracelets and gold styles for men, said: \u201cThis campaign reminded me of the importance of showing the people we love how much they mean to us. Whether it\u2019s a meaningful piece that marks a milestone, celebrates a memory, or simply says \u2018thank you,\u2019 jewelry has a unique ability to capture emotion and become part of someone\u2019s story.\u201d<\/p>\n
\n\tThe Avondale store prototype has a glass facade, unlike other Jared stores. \u201cYou can look inside, so the brand feels approachable. You can see all the product,\u201d Cividino said. \u201cIn terms of our price point, we\u2019re also very approachable. We\u2019re approachable in terms of the services we provide. We have a design and service center in every store so you can get your watch or your jewelry fixed, or if you can create something that\u2019s customized.\u201d<\/p>\n
\n\tWith the prototype, \u201cWe\u2019ve also really changed the experience at the bridal counter. It\u2019s less formal and very unintimidating,\u201d Cividino said. \u201cThe category has performed extremely well.\u201d<\/p>\n
\n\tAt 4,300 square feet, the Avondale store is smaller than the average Jared store, which typically covers 6,000 square feet. <\/p>\n
\n\t\u201cIt feels intimate and open,\u201d Cividino said. \u201cThe selling is much more side-by-side versus behind the counter.\u201d The store is designed with a polished concrete floor, distressed brick walls, and an exposed ceiling.<\/p>\n
\n\t\u201cWe really took the building down to its roots, to its studs,\u201d Cividino said. \u201cIt\u2019s somewhat unadorned, very modern, yet very sophisticated.\u201d<\/p>\n
\n\tThe prototype, she added, is the model for \u201ca neighborhood store. It wouldn\u2019t be the model for a flagship store, but it starts to pave the way for Jared to be accessible inside of a mall, if we decide to go down that road.\u201d Typically, Jared stores are off-mall.<\/p>\n
\n\tThe Avondale facade features Jared\u2019s 18-month-old logo, referred internally as the \u201clove knot,\u201d which is designed with eight interlocking \u201cJs,\u201d representing Jared Jewelers four times. \u201cIt\u2019s called a love knot because it\u2019s symbolic of the bond that we have with one another, with our customers, and with our local communities,\u201d Cividino said. Jared\u2019s jewelry consultants wear love knot pins on their lapels. <\/p>\n
Elements of the prototype will be incorporated in future stores, including the one scheduled to open in Summerlin, a suburb of Las Vegas, next January. The concept will be similar, though the Vegas unit will have a caf\u00e9 and outdoor seating.<\/p>\n
\n\t\u201cWe see the potential to grow the scope of Jared \u2014 no question,\u201d Cividino said. \u201cNext year, we\u2019re opening in Beaumont, Calif., which is close to Los Angeles; in Cumberland, Georgia, and in Buckhead in Atlanta.\u201d<\/p>\n
\n\tSeparately, Jared has been streadily renovating stores, with about half the 230-unit fleet expected to be redone by next year. \u201cThe store footprint isn\u2019t changing in these renovations, but the renovations are comprehensive,\u201d said Cividino. \u201cWe\u2019re refinishing flooring and ceilings, all the fixtures are changing, and the color palette changes. It is a comprehensive renovation.\u201d<\/p>\n
\t\t\t\t\tThe new Jared Jewelers in Avondale, Ariz.<\/p>\n
#Elevating #Image #Jared #Jewelers<\/p>\n","protected":false},"excerpt":{"rendered":"
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