CASE STUDY
Benold’s
Jewelers
Fine Jewelry Marketing
strategic planning, branding, creative development, interactive development, media planning, promotion, digital and social media
Benold’s and Austin have been partners for almost a century, and the relationship is built on more than convenience. Instead, it is a partnership rooted in love, loyalty, and a deep sense of place. Known for fine bridal and fashion jewelry that reflects Austin’s unique style sensibility, Benold’s has become one of the city’s most iconic retailers for proposals, milestones, and golden anniversaries.
From engagements to everyday celebrations, Benold’s Jewelers has long been Austin’s homegrown destination for exquisite fine jewelry. In addition, the team blends craftsmanship with personal service, helping each customer find or design a piece that feels singular and meaningful. As a result, generations of families continue to return to Benold’s for new chapters, new rings, and new reasons to celebrate.
Benold’s came to White Hat to reinforce its existing relationships and to forge new ones with a younger, digitally savvy audience. To that end, White Hat developed a fine jewelry marketing strategy that combines brand storytelling, visual identity, interactive experiences, and targeted digital and social campaigns. In short, the work honors the legacy of an Austin original while creating space for the next generation of Benold’s loyalists.
The Challenge
As Austin evolves and grows (8th fastest growing metropolis in the U.S.), Benold’s wants to dip its toes into the dating pool and bring in exciting, fresh faces through their welcoming doors. The owners want to capitalize on their successful relationship building (since 1929) and the deep ties they have within the Austin community – to increase the ranks of happy Benold’s customers.
Create a fine jewelry marketing campaign that speaks to Millennial prospects while acknowledging Benold’s deep ties to Austin and to its loyal customers…all in an Austin state of mind.
The Strategy
Research uncovered two key insights. Austin Millennials (native or transplant) love local businesses. The Millennial bride is acutely aware of all things wedding and jewelry, and therefore, is pivotal in influencing the type of ring and the jeweler where it is purchased.
The strategy is to target female Millennials with an overheard message. Executions address Austin (itself) espousing the jeweler’s longtime affair with its birthplace. “Dearest Austin” makes the connection between Benold’s and its hometown in a series of love letters…for longer than the Broken Spoke and Willie Nelson have been serving up music.
The Results
Austin’s devoted jeweler for those devoted to Austin. Outdoor, online and social media blanketed Austin’s hipster population, their favorite neighborhoods and commercial centers. Though highly conceptual, the “Dearest Austin” ads not only reached…but hit home with Millennials. Benold’s experienced a 150% increase in online bridal activity, among the desired Millennial target.
(This case is living proof that doing your due diligence on your “intended” is critical. The invaluable research insights were a direct result of our client’s dedication to the brand development process.)
The Work
