cme jewellery

strategy| creative | digital | print

strategy| creative | digital

the client

CME Jewellery is one of the UK's leading importers and wholesalers of high quality, non-branded sterling silver.  It works solely and exclusively with retailers, helping them to source and design jewellery collections that drive sales and reflect what makes their brand unique.  Established in 1977, the family-run business now boasts over 5,000 beautifully designed products, working with suppliers across the globe to create stand-out designs that are a little bit different.

the brief

As a long-standing company, CME needed to refresh its image, requiring may to update its look and feel and positioning.

CME also wanted to take its marketing to the next level, and looked to may to recommend the best way to weave the new branding strategy into both its digital and physical communications and develop a clear plan. Once this was determined, CME sought guidance on how to best align its resources and skills to deliver this.

the result

may held a detailed workshop to better understand the business, its future ambitions and customer needs. Not only did this inform our overarching strategy for both the rebrand and marketing approach, including where resource was best spent, but it also identified the need for training and transfer of skills.

We worked closely with CME to design and implement a new look and feel to all other print and digital comms, including social media, emails, adverts and brochures. We provided tools and templates, in addition to training and guidance to share our knowledge, ultimately becoming an extension of CME’s team and setting a benchmark standard that they could then roll-out in-house.

Feedback from existing customers has been overwhelmingly positive, and CME has seen a significant level of business enquiries as a result of our work.

We have worked with may over the last few years. I imagined marketing companies as somewhat scary, perhaps pushy and with ideas beyond our budget and ability. This all changed once I met may. They have been so much more than just an marketing agency. We are a long-standing company who had reached something of a crossroads in knowing the way forward. may worked patiently with us to help draw out our identity and direction, and then publicise our company.

They listened and worked with us to understand the company and its needs. We have subsequently had feedback from our customers saying that we are what we advertise ourselves as, which is what we were aiming for, as well as attracting many new customers.

They have offered help and support with advertising copy, catalogues, newsletters, brand identity and trained us in social media. They are unfailingly professional, approachable and down to earth and there has always been space for an honest exchange of views – a true partnership where it has felt as if they were colleagues in our company. They will offer as much or as little support as necessary and are flexible in delivering this as needed with fair and affordable pricing.

Debbie Hunt, General Manager, CME

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