The founder of Astley Clarke, Bec was - first and foremost- an e-commerce entrepreneur. Whilst online was an opportunity that bigger jewellery brands were slow to take advantage of, Bec saw it as her way to invade what had been a closed space. Behind the careful curation of amazingly designed contemporary jewellery, she knew that a fabulous brand story would be her way to make the real difference. She knew that with the right brand story, she could disrupt behaviour, build a different value equation and create a magnetic brand consumers could be loyal to.

That’s where we came in….
• Firstly we created brand DNA from Bec herself: her style, her ethos and vision… then we interpreted it into a brand template crystallised into an inspirational brand platform and purpose to galvanise the entire business.
• Secondly we identified an ideal customer and raison d’être : unlike traditional brands who focused on men buying diamonds as an alpha gifter, the AC woman not only bought jewellery for herself but wore it whenever she fancied. The brand championed the belief that women should wear precious jewellery all the time, whenever they fancied, in a relaxed luxury way. Dress it up/ dress it down. Buy it for yourself/ put it on your wishlist.
• Thirdly we worked with the management team to develop a business model to optimise range architecture, shift from multi-retailer to own brand, CRM to build habit, omnichannel and global expansion to extend reach.