Fine jewellery retailer Mappin &Webb will reinforce its status as a British brand of luxury this summer following significant investment by parent group, Aurum Holdings.
The 240-year-old brand will re-launch in June, with a high profile marketing campaign, new-look boutiques and refreshed product range highlighting its aspirational yet accessible positioning to a broader and younger audience.
The Royal Warrant holding company has appointed global agency McCann to create and manage a fully integrated marketing campaign that will marry together the brand’s rich heritage and modern outlook. A £3 million investment into the campaign will see an impactful mix of print, online and out-of-home media, as well as social media and experiential activity, supporting the brand strategically at both a national and local level.
The new campaign will coincide with the reopening of the Mappin & Webb flagship Regent Street store following a £2 million refurbishment, which echoes a new look and feel that has been rolled out across the brand’s UK-wide network of 11 boutiques over the past year.
Investment is also being focussed in the area of product development. Central to the brand re-launch and creative campaign will be a new bespoke design service that will highlight Mappin & Webb as a destination for bridal jewellery.
Brian Duffy, Chief Executive of Aurum Holdings, said: “It is a great time for a jewellery brand to reinvigorate the bridal market. The rise in consumer desire for personalisation, provenance and authenticity aligns perfectly with Mappin & Webb, which offers meaningful designs, many of which are inspired by our extensive archive, reimagined by our talented in-house design team and then created in our London workshop.
“We have such a deep and rich brand story to tell and believe that the timing is just right to open up the Mappin & Webb experience to new audiences.”
In addition to the unveiling of the new signature bespoke bridal service, several new product collections and range extensions will launch this year.
All will be supported with newly designed in-store materials and a fresh e-commerce website, which will carry through the new brand creative.
ABOUT MAPPIN & WEBB
Mappin & Webb has been a cornerstone of English high society for 240 years, and has an undisputed reputation for excellence in the craftsmanship of silverware and fine jewellery.
Granted a Royal Warrant by Her Majesty Queen Victoria in 1897, the Company has held a Royal Warrant to each succeeding monarch and currently holds appointments as ‘Jewellers, Goldsmiths and Silversmiths’ to Her Majesty The Queen and ‘Silversmiths’ to His Royal Highness The Prince of Wales.
Renowned for combining extraordinary craftsmanship, exquisite materials and contemporary design, Mappin & Webb produces everything from fine jewellery and watches, to elegant silverware, glassware and bespoke lifestyle accessories.
In 2012, Mappin & Webb’s master craftsman was appointed Crown Jeweller, custodian of the Crown Jewels of Her Majesty The Queen, the greatest honour that can be bestowed upon a jeweller.
Mappin & Webb has 12 showrooms throughout the British Isles including the original store at 132 Regent Street, London.
Mappin & Webb is part of the Aurum Group, which includes Watches of Switzerland, the Goldsmiths boutiques and WatchShop and is owned by Apollo Global Management.
