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British jeweller partners with ILN to complete first phase of global digital strategy

British jeweller partners with ILN to complete first phase of global digital strategy

 

British luxury jewellery brand Boodles has announced phase one of its global digital strategy by launching an e-commerce website that allows clients to browse and purchase pieces from its latest collection of high-end jewellery and have them delivered worldwide.

 

Boodles engaged digital marketing specialist Illustrated London News (ILN) the company’s global digital strategy partner and has created a transactional website featuring rich editorial content. The site is part of the Boodles’ aim to expand the international distribution of its luxury brand and reflect the highly personalised, authentic service Boodles is known for. The e-commerce website sells pieces ranging in price from £500 to £20,000 and in its first week customers from Hong Kong, New York and London made purchases online.

 

Engaging brand and feature content

 

The agency said new customers will be attracted through ILN’s targeted search and social strategy, driven by a tailored content plan. This plan includes commentary and contribution from voices in the world of design through editorial, video, animation and original photography. For launch McLaren boss, Ron Dennis, speaks of its collaboration with Boodles and British design, while a video offers the user insights on McLaren drivers, Lewis Hamilton’s and Jenson Button’s views on the McLaren MP4-12C.

 

James Amos, Boodles marketing director, said: “This is a milestone in the 214-year history of Boodles. Being at the forefront of fine jewellery innovation and design it was a natural step for us to seek to deliver best in class digital solution. We have been delighted with the partnership with ILN – we are known for our distinctive jewellery design, so we wanted a distinctive website that reflects our individuality. ILN’s rare mix of digital strategy, design, editorial, development and marketing in the luxury space has been invaluable.”