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Jones and Thomas

Jones and Thomas Develops Brand Image and New Web Site for Flora Gems

Flora Gems

New Brand Image and Web Site


As an independently owned retail jeweler, Flora Gems competes with national chains that have much larger marketing budgets. In addition, these national chains are able to sell jewelry at a lower cost than any independent can. As a result, Flora Gems cannot compete on price; value must be their unique selling proposition.

The Flora Gems web site was old and outdated. Plus, it did not communicate the quality image that was needed.

Primary Goal

Develop a brand image for Flora Gems that would resonate with the key target demographic, and then translate this image into a new web site.

Marketing Solution

Industry research showed that engagement rings were typically the entry point for individuals to establish a relationship with jewelers. Therefore, the first step to determine the optimum brand image was a series of focus groups with males age 21-35 in the target audience. These groups told us the emotional reaction an engagement ring produced, rather than the ring itself, was most important to them. Based on this, we developed a brand image that focused on the positive emotional reaction an engagement ring purchased at Flora Gems produced.

The new site was developed to communicate the brand image of Flora Gems based on the emotional response to its jewelry. Print ads in targeted publications as well as outdoor billboards reinforced this brand image.