Launching the home of thoughtful gifting.

For generations, H.Samuel has played a huge role in people’s meaningful life moments. Yet despite this amazing heritage, when BJL first began working with the jeweller, almost no one could clearly define the brand in their minds.  

Awareness was sky high, but affinity was lagging. Our challenge was to define a more relevant positioning for a business with more than 150 years of history 

We realised this core proposition was gifting, and always had been. After all, since H.Samuel first opened its doors in the mid-nineteenth century, everything it has sold has been a gift of some kind. ‘It feels good to gift’ became our organising idea. We would make H.Samuel the home of thoughtful, enduring gifts. 

The new strategy exploded across the whole businessnot just marketing, with staff retrained and new experiences built into the shopping experience 

The gifting proposition also informed a modern, more relevant brand redesign, which launched over Christmas with an integrated TV campaign. The heartfelt TV ads showcased people’s different reactions to receiving gifts, and we also created cinema-themed idents for an exclusive partnership with Sky Cinema Christmas. 

The gifting proposition has helped to reinvigorate this high street stalwart right across the business, building a strategic and creative platform for future growth. 

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