Family-owned jewelry company Shane Co. is updating its catchy marketing and advertising with a more concise brand statement, letting customers know they can think of the 22-store chain as “Your Friend & Jeweler.”
Making its catchphrase shorter and even easier to remember is part of Shane Co.’s ongoing rebranding initiative, says Shane chief marketing officer Kristen Vosburg. The company previously used the slogans “Your Friend in the Jewelry Business” and “Now You Have a Friend in the Diamond Business.”
“Coming out of COVID, we wanted to understand where the customer was and understand where their jewelry needs had evolved,” she explains. “We recognized there were so many things that Shane Co. does differently, but at its heart it was about friendship. We wanted to simplify and modernize the brand statement without losing the heart of what the brand is.”
The new tagline was introduced June 3 and will be incorporated into Shane’s advertising this summer, says Vosburg. She adds that Shane Co. is continuing its “Made to Shine” campaign, which highlights stories of real Shane customers and how jewelry plays a big role in life’s everyday moments.
“Your Friend & Jeweler” speaks to the warmth the Colorado-based chain seeks to offer clients in its stores, Vosburg says. It also reaffirms the brand’s dedication to providing people with high-quality jewelry at a range of prices, with a lifetime warranty on each purchase. Together with the “Made to Shine” campaign, the new slogan is exactly what Shane Co. hopes to represent to consumers, according to Vosburg.
“It’s a more modern way to say ‘We’re your partner in this category,’” she says. “At Shane, everyone is treated the same. We meet the customer where they are. It’s a safe and fun place to buy jewelry. We’ve always been a customer-led company, and we want to be clear on what we are and what we do best in the business so the customer understands that.
“We realized that traditional portrayals of glamour in our industry did not reflect our real customer base. Our jewelry celebrates all of life’s milestones, from personal achievements to shared joys. The new brand statement reflects our personal approach and positions the brand as an accessible, friendly jeweler.”
Vosburg says Shane Co. officials like to joke that the brand, at 22 stores, sounds like Goldilocks: not too big and not too small.
“We’re the perfect-sized brand. We’re big enough to have a strong point of view, and we’re small enough to be scrappy and continue to evolve as the customer needs and wants,” she says. “So much has changed in our industry, so it’s important to remind the customer that we’re here for them. They’re the reason we go above and beyond. Being their friend and jeweler remains unchanged.”
(Photos courtesy of Shane Co.)
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