Mother’s day 2019.XXXXXX

Mother’s Day 2019.Jewellery

‘Celebrate every mum’ was the message from H. Samuel this Mother’s Day, communicated via shocking pink boards in shop windows and within the store. These featured close-up photography of individual jewellery pieces to focus the minds of shoppers.

Further in-store POS boards advertised a competition, where Sanctuary Spa items and pieces of jewellery could be won for interacting with the brand’s posts on Instagram.

Social media posts carried the line ‘Mum, a title just above Queen!’, a fun way to push its gift cards.

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A literary quote formed the basis of Links of London’s Mother’s Day campaign. ‘A mother’s love liberates’ by Maya Angelou was used for window vinyls and within jewellery display beds.

Social media channels used a range of lifestyle images of women wearing the jewellery to accompany inspirational quotes about motherhood. On the day itself, Links invited people to tag the woman who brought them up via its Facebook post.

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“Luxury jewellery brand Links of London played on its public perception with a quote from US poet, singer and

civil rights activist Maya Angelou, lending its Mother’s Day campaign a

classy sophistication.”Natalie Somerville

Strategy & Creative Director

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Pandora’s Mother’s Day offering included limited-edition jewellery, such as the Mother and Son love pendant charm for a Pandora bracelet. A POS board in the window display promoted another Mother’s Day exclusive – a limited edition bangle with unique chain detail.

Low-key Mother’s Day branding could be found on glass vinyls in cabinets and on sales podiums throughout the store, while the brand’s website promoted the exclusive range, and flagged up the last order dates for Mother’s Day delivery.

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“Dropping into Pandora is a must on a Mother’s Day gift hunt, so the brand didn’t need to go overboard, keeping

things subtle in-store and online, while letting its limited-edition jewellery

edit do the talking.”Robin Jung

Business Unit Director

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‘Follow your Sun’ was the message for Mother’s Day at Swarovski, with vinyls highlighting items in window displays using corona lines, as if the objects were shining like the sun.

Stylish solar imagery in grey and silver was used inside the store to decorate the sales plinths, while lifestyle images of mothers and daughters wearing the brand’s Sunshine Collection of jewellery were used across social media and the company’s website. Aspirational images of hands opening a Swarovski box were used to drive visitors to the website to place an order.

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Swatch stores had a highly visible approach to its Mother’s Day promotion. Bright yellow flower window vinyls with pink lettering and highly decorated pink and yellow sales plinths drew the eye of passers-by.

The same colourways dominated social media channels and the company’s website, with the key message being ‘Time to say thank you’, tying in with the idea of a watch as the perfect gift.

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Natural imagery of dragonflies and oyster shells on emerald green leaves amid vivid pink petals were used across Thomas Sabo’s POS boards and window vinyls in the run up to Mother’s Day. The offer was a free boxed fragrance when you made a purchase.

The same imagery and offer were extended across social media channels and the brand’s website, driving visitors to act without delay and place an order. Facebook also promoted a free gift-wrapping service to bolster sales in the days before Mother’s Day to attract last-minute sales.

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The brand’s promotion for Mother’s Day was a £50 price reduction on a silver locket, which was communicated via POS boards within the window display. The boards adopted a bright yellow and pale blue colour scheme, complemented by an image of daisies.

Meanwhile, the web portal offered a sale range available for home delivery or store collection, and social media channels focused on a few choice pieces to attract Mother’s Day purchasers.

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“Mother’s Day shoppers are spoiled for choice, so it was an astute ploy

by Warren James to narrow down its marketing to a selection of key pieces,

helping to focus the minds of its customers.”Sarah Perry

Creative Director

www.itg.co.uk

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Mother’s Day 2019.Thank you

Get in touch for more information or to discuss opportunities for your business

inspired@itg.co.uk

*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.