“By appointment to you.”
Despite its beautiful landmark setting in the heart of the old town, Kings Hill Jewellers in St. Albans lacked a clear identity. What it didn’t lack, however, was a story. The problem was that this story wasn’t being told. Because the business centred upon the talents of Keith Newlan, a master goldsmith with a pretty impressive backstory illuminating his CV, having been apprenticed to Andrew Grima, the society jeweller of the late 20th century with his client list of royals and major celebs. And, even though Keith was still turning out his beautiful and inspired bespoke pieces in the store’s inhouse workshop, his innate modesty meant that all this, for his customers, remained a well-guarded secret!
What the store had also kept to itself was the uniquely personal approach to customer service which had originally stemmed from Keith’s own experience as a bespoke jewellery maker. Add this to the store’s 60 years of serving the local community, first in Borehamwood and now in St.Albans, and a picture of close community bonds and a truly unique service proposition began to develop, one, in fact, of truly treating the customer ‘like royalty’.
Armed with a brand new positioning of ‘Kings Hill. By appointment to you’ (as opposed to ‘By appointment to The Duke of Clarence’ or some minor royal!) we began to develop an identity around the crown device purloined from the town’s coat of arms to both illustrate the ‘royalty’ theme and crystallize, and underline, the store’s close relationship with the local community. To reflect this unique new positioning on the ground, a complete revamp of the store’s interior was commissioned along with new signage and point-of-sale.
The store’s reopening event attracted a record attendance. And suffice to say that Mr. Newlan’s beautiful store, remarkable work and his equally remarkable backstory have firmly established Kings Hill’s reputation for its unique approach to customer service, exquisite craftsmanship and taste.
View the Magento website we built for Kings Hill.