InStore | October 27th, 2015 | by Eileen McClelland
Abigail Honor is founder and CEO of Gluttony, a Manhattan-based branding and marketing agency. Gluttony’s client list includes major international brands, such as Google, Clinique, Macy’s, L’ Oreal, and Blundstone.
Gluttony’s experience in the jewelry and watch categories include crafting commercials for Ritani and designing and launching a 12-language global website for watchmaker Bulova.
Gluttony’s most recent industry project is designing the brand message for Stephen Silver, a custom and estate wholesale jewelry house that made the transition to a retail boutique last year in the Rosewood Hotel in Menlo Park, CA.
Stephen Silver’s brand message is about elegance and luxury, custom design, hand-made craftsmanship, rare, one of a kind gems and top-of-the-line watch brands.
The best way to convey that level of elegance and luxury, Honor says, is by using minimalist and clean design, and establishing consistency. “Elegance and luxury speaks for itself. Like the jewelry and timepieces, they don’t need a lot of pomp and circumstances.”
Honor has this advice for retailers wanting to elevate the look of their brand:
- Echo exterior signage inside your store. Be consistent, too, throughout your advertising and markeitng. “Brands that do really, really well have that consistent look and feel. As soon as it starts looking different in different places, it all falls apart,” Honor says.
- Decide on a minimal palette in all branding materials, as well as in your store. “Sometimes, colors are all over the place,” Honor says. “Establish one look at feel and stick with it. Don’t feel bored, don’t try to change with the seasons.”
- When developing branding and marketing materials, decide on one or two fonts and stick to them. (Otherwise, your branding message can look like a jumbled mess.)
- Don’t write too much on your website or in your marketing materials. “People don’t like to read,” she says. “Everybody has a very short attention span. So keep it concise.”
- But people love imagery. “Think about Pinterest. Put your best foot forward and choose a piece of jewelry or a watch that really represents your brand – the best of the best. Don’t throw in everything, including the kitchen sink!”