Ernest Jones Launches Ernest Jones Love & Life
Released on: September 19, 2011, 4:22 pm
Ernest Jones is changing the way it describes itself - the
jewellery and watch brand will now be known as Ernest Jones: Love &
Life. Still maintaining its specialisation in diamond jewellery, luxury
watch brands and fashion brands, Ernest Jones is focusing its attention
on the special occasions behind customers' purchases - for those love
and life occasions.
The new description of 'Love & Life' is about celebrating those moments that
matter in life, whatever the occasion, weddings, achievements, birthdays, or new
arrivals. By introducing 'Ernest Jones: Love & Life,' the jeweller is keen to
re-emphasise the importance of the emotional connection with the brand and the
reasons why customers purchase diamonds, watches and fashion brands.
Customers can experience this now at Ernest Jones: Love & Life Exeter and the new Westfield Stratford City store
which are already providing customers with a new shopping experience with more space
for one to one customer service and a more luxurious interior décor.
Signet and Ernest Jones marketing director Colin Wagstaffe said: "Our new
proposition 'Love & Life' reflects the fact that every item of precious jewellery
or prestige timepiece that we sell to our customers is bought to mark an important
moment that matters to them in life.
This can range from occasions like an engagement, wedding or Christmas to a big
birthday, a milestone anniversary, the arrival of a newborn or a treat to oneself
for that hard-earned promotion.
We wanted a simple yet meaningful proposition and description of the brand which
demonstrates the role that Ernest Jones proudly plays in peoples' lives. We are
here for their love and for their life."
The high street jeweller wants to be recognised by customers as an affordable luxury
shopping destination - somewhere that their personal story and experience is valued. Jewellery is a thoughtful
purchase, and a special one that customers take time to make a decision about. When
a customer buys an engagement ring from Ernest Jones, the brand becomes part of that
customer's love and life journey, associated with their happy times and essentially
part of those significant moments that matter to them. By emphasising the importance
of the customer's individual journey through good service, beautiful products and
an inspiring shopping environment, the brand aims for customers to return to Ernest
Jones for future gifts or special
occasions to come.
To further explain the Ernest Jones new definition, more personal lifestyle imagery
capturing life's important moments that customers can relate to will be displayed
along with emotive messaging within POS, in-store brochures, online and emails.
Ernest Jones' expert staff are trained to the highest standards and offer bespoke
services in store including the workshop for bespoke designs and Jewellery and watch
repair - Atelier. The Atelier service offers a variety of prestige watch and
jewellery services carried out by highly skilled Atelier technicians. They use
classic techniques and state of the art equipment to repair, service and maintain
timepieces and jewellery to the highest standard. All Ernest Jones stores have a
dedicated Atelier technician either onsite or within the local area.
After 60 years - a diamond anniversary - of working with many prestigious brands,
Ernest Jones brings customers watch brands including Cartier, Rolex, Breitling and
Tag Heuer. Ernest Jones has a range of diamond, fashion and gift brands including
bead and charm giant Chamilia, DKNY, Ted Baker and specialist diamond jewellery brands LeVian, Tolkowsky and
About Ernest Jones:
Ernest Jones has around 200 stores and a retail website. Ernest Jones offers a wide
range of leading brand watches and high quality jewellery. Ernest Jones also has a
stunning selection of gifts for all occasions. Ernest Jones is part of Signet
Copywriter E-Commerce Marketing
3 Maxwell Road
0208 207 8312
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