Whitakers Portfolio
WHITAKERS
THE CHALLENGE
Originally positioned as a well-known Newcastle jeweller with a focus on custom design, Whitakers had a solid reputation built on the family’s knowledge, experience and dedication to their customers. 
With more than 100 years’ experience in business, Whitakers was a successful story of family legacy. 

Over the past 20 years, John Whitaker has designed rings for over 1000 couples, along with obtaining international qualifications and invaluable diamond knowledge. However, this had never been a focus of their marketing communications. 

New technologies and online automation challenged the industry in which Whitakers were operating, along with their position within it. Where there once stood a ‘custom design’ jewellery niche, fast became a flooded ‘custom’ online market. The only real differentiator Whitakers had was their strong family legacy – but in today’s competitive online market, that just wasn't enough to see new business through the door. 

This shift in industry and social changes called for a unique point of difference to engage the new generation and younger market, whilst still paying homage to the brand’s legacy and their loyal clientele. 
THE SOLUTION
Reframing Whitakers as the ‘Diamond Specialists’ was an obvious and natural move. 

Wild and Free Media re-positioned Whitakers leading with John’s education and experience. This qualified them as specialists, not only through John's background, but also through his craftsmanship, skill and level of dedication.

We embraced and engaged the new market with an online and social strategy and fast became the diamond standard of Newcastle.

The Whitakers' legacy continues to live on, shining brighter than ever before. Some say a diamond is forever and it's clear at Whitakers it truly is.
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