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.