His­toric jeweller looks east for growth

Birmingham Post - - ADVERTISING FEATURE -

A HIS­TORIC Jew­ellery Quar­ter man­u­fac­turer and re­tailer of lux­ury cuff­links and ac­ces­sories has ramped up its plans to tar­get new mar­kets in China.

Deakin & Fran­cis, which was founded in 1786, has ap­pointed Emerg­ing Com­mu­ni­ca­tions to spear­head its cam­paign into these mar­kets.

The man­u­fac­turer said it had seen a steady in­crease in busi­ness from tourists and on­line con­sumers from China in re­cent years and, fol­low­ing re­search into Chi­nese mar­kets, had de­cided to re­cruit help from a spe­cial­ist mar­ket­ing agency.

Lon­don-based Emerg­ing Com­mu­ni­ca­tions will pro­vide con­sul­tancy to es­tab­lish a mar­ket­ing and com­mu­ni­ca­tions strat­egy and aims to drive sales through Chi­nese so­cial me­dia chan­nels and web­sites.

The agency will also as­sist with prod­uct dis­tri­bu­tion in China and point of sale aimed at Chi­nese tourists in the UK.

James Deakin, creative direc­tor at Deakin & Fran­cis, said: “We are in­cred­i­bly proud our brand has been go­ing from strength to strength and are lucky to have a very ded­i­cated cus­tomer base. With an in­creas­ing spike in Chi­nese cus­tomer vis­its, this feels like the per­fect time to bet­ter es­tab­lish our­selves in this mar­ket. And, with the as­sis­tance and guid­ance of Emerg­ing Com­mu­ni­ca­tions, we hope to fully por­tray both the crafts­man­ship and her­itage of our brand, along with our in­no­va­tive range of prod­ucts to help con­tinue to grow and ex­pand.”

Emerg­ing Com­mu­ni­ca­tion’s chief ex­ec­u­tive Domenica di Li­eto added: “Deakin & Fran­cis as a brand, and through its de­signs and the crafts­man­ship of its prod­ucts, is a very good fit with the wealthy Chi­nese mil­len­nial mar­ket whether in China or as tourists.

“Our role is to cre­ate and im­ple­ment a strat­egy that max­imises the sales po­ten­tial of a mar­ket that of­fers huge po­ten­tial to pro­duc­ers of high qual­ity Bri­tish work­man­ship and de­sign.”


James Deakin, creative direc­tor at Deakin & Fran­cis in Hock­ley, Birm­ing­ham

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