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 Leo diamond.