When we commenced our relationship with Links, they were very much a silver gift and jewellery brand but with emphasis on gifts. Together we were looking to reposition as a contemporary International jewellery brand primarily, incorporating gold and precious gems. This would place them at a higher, younger and more fashion conscious end of the market and help entry to New York especially at that time. Working together on a consultancy basis as well as their marketing and advertising agency we worked with their team to develop an iconic piece of jewellery – hence the Sweetie Bracelet was born. We were also involved in the launch of their first watch collection helping them market it worldwide.
Silver jewellery was hugely successful and still their USP but lacked the fashion design that was required to allow them to develop further and be accepted as a all-embracing leading jewellery brand. The iconic Sweetie bracelet linked design was found purely by chance. We created the marketing platform – the creative material used sweets as the backdrop – hence the name Sweetie Bracelet. This simple iconic product range became an instant success and introduced the new younger fashion market we required. The inclusion of precious gold jewellery and watches, has guaranteed phenomenal world-wide growth.