Case Study: Charles Rose Jewellers
Client Overview
Charles Rose Jewellers is a prestigious family-owned business established in 1923.
It is renowned for its exquisite, handcrafted jewellery, including bespoke engagement rings, wedding bands, and fine diamond pieces. Operating out of Melbourne and Geelong, Australia, Charles Rose has built a legacy of superior craftsmanship and timeless design over more than 100 years in operation.
Business Challenges
Market Saturation: The luxury jewellery market in Australia is highly competitive.
Changing Consumer Preferences: Shifts towards online shopping and changing tastes in jewellery styles required adaptation.
Brand Visibility & Alignment: Increasing brand awareness and customer engagement were critical to driving sales.
Strategic Implementation
Digital Transformation
Upgraded and rebranded website to improve user experience and mobile optimization, while showcasing the brand’s heritage and custom design specialty.
Modernised technologies such as augmented reality try-on were also implemented to improve customer experience and engagement.
Marketing & Brand Positioning
Content Marketing: Developed a comprehensive content and marketing strategy - Leveraging a mixture of updated product, campaign, partner and customer created imagery.
All highlighting jewellery pieces and customer testimonials.
Lead Strategy: Pushed for update and implementation of SEO, Paid Search, Paid Social, and leveraging of lead magnet assets to drive engagement and leads.
Showrooms: Update to displays, lighting and point of sale material to better showcase the products.
Operations
Point of Sale: Implementation of a unified and specialized point of sale to streamline operations and improve data.
Stock management: Implementation of stock and aged stock analysis processe, and data driven purchasing and manufacturing decision making.
Results
Within a 2 year period Charles Rose Jewellers, as a result of the strategies implemented, experienced:
- An increase in gross profit of 70%
- An increase in top line revenue of 50%
- An increase in customer volume of 21%
