HGB Strategic Marketing sets creative direction for new jewellery store Sense and Wonder

HGB Strategic Marketing is the creative force behind Hamilton’s newest jewellery retail brand and concept store, Sense and Wonder, which recently opened its doors at Te Awa.

HGB was approached by experienced retail store owners Fiona and Alicia Platje, of Precious Metals. The mother-daughter duo wanted to create a new retail brand that would thrive in the declining retail environment.

Says Alicia: “With online shopping so accessible, retailers are struggling. We want to shake up retail a little bit and create an in-store experience that people want to come and check out, rather than shop online. Go back to basics in terms of customer service and experience.”

HGB was tasked to deliver the strategic brand positioning, and marketing and retail concepts for the new brand.

Says Kylie Harcourt, co-founder and creative director, HGB: “Your experience with a brand starts well before you step foot in the bricks and mortar environment. We set out to create a brand that set the expectation for the experience you would have in-store.”

The HGB team immediately got to work identifying the Platjes’ key drivers and values.

Says Harcourt: “By uncovering the DNA behind this new venture, we developed a strategic brand and creative concept that set the direction for the retail environment, customer experience, staff culture and product offering.

“The brand name Sense and Wonder brings together Alicia and Fiona’s shared beliefs and values, which are the foundations they are building this new store on.”

HGB’s recommendations for the in-store experience touch on all five human senses – openly displayed jewellery for touch and feel, scents in store for smell, delicious treats available for taste, pleasing music to hear, and of course, remarkable jewellery in a beautiful setting for sight.

Says Harcourt: “Our focus was to create a look and feel that captured a person’s sense of wonder and engaged them on an instinctual level. A place that delights the senses.

“We’re thrilled with the Sense and Wonder brand. Our company purpose is to create a sense of wonder and the brand sets the expectation for the experience customers will have in-store.”

Sense and Wonder launched at the end of July with a stunning private event to thank all those that helped the Platjes bring the brand to life.