PR and Luxury Jewelry

By: Monica Gulati

Being the curious individual that I am, I often found myself questioning a company’s brand. How did they decide to launch a product? How did they establish their brand identity? What generates demand for a product? How did a company gain consumer loyalty? All of these questions allow the public relations industry to keep a brand alive and establish its reputation. It enables you to create and tell stories for a specific audience, and that there is more to the story than having a product at hand. You are creating news for those that are captivated by the company, and it’s important to become familiar with the methods of keeping an audience captivated, such as the media or the online presence of social media. However, luxury brands are accounted for a once-in-a-lifetime purchase and they need to keep their high-end reputation as they evolve on social media platforms due to Covid-19.

So how do PR specialists keep brands like Tiffany & Co., Swarovski, and Cartier on the top of the list? 

1. Tiffany & Co.

Tiffany & Co. dignified their social media to suit their brand as classy and sophisticated. They were responsible for an image online that yelled “it’s not just for anybody.” They succeeded online as one commented, “for the Love of God, it’s not a bracelet it's pure art. That’s it… that is art.” Moreover, Tiffany & Co. collaborated with Grace Cottington (former Welsh model and creative director at Vogue) to run their campaign and was able to bring along actresses Lupita Nyong’o and Elle Fanning. With the three of them running Tiffany & Co.’s campaign, it simply made an impact on their outreach to their demographic. 

2. Swarovski

Swarovski is known for their sparkling crystal-cut jewelry and the new collections they launch twice a year that suit the ever-changing fashion trends. PR specialists would then host two events at a luxurious resort to showcase their presentation about their new products and how they can be accessorized. In turn, the special guests would get an inside scoop and the ability to purchase before anyone else, allowing press releases for the new collection. Swarovski also utilized Instagram to keep their audience attached to their products. Their innovation and creativity excelled in person and online. 

3. Cartier

Cartier is a French luxury jewelry and watch brand that we wish we all had! Cartier hired MCMPR, an Australian agency, for a few of their campaigns and events. MCMPR coordinated their “Into the Wild” campaign in Australia to showcase their story on their emblem, The Panthere. Not only have their exclusive events been mesmerizing, but Cartier also partnered amongst celebrities such as Lily Collins, Carey Mulligan, and Dan Levi to wear their products at the Golden Globes. And just like that they captivated their audience and used the hashtag “#CartierRedCarpet!”

Luxury brands have maintained their reputation both online and in-person by telling the tale of their values. Everything that they stand for and believe in has stood out to their audience so they choose to be loyal consumers. Every high-end brand has been able to keep its positive image due to PR specialists and without them, we would not be able to perceive the story they tell about their company. 

So I leave you with this: Pay attention to detail on (not just luxury brands but as well as other industries) their brand strategies, and creativity. Be curious!