The 240-year-old brand will re-launch in June, with a high-profile marketing campaign, new-look stores and a highlighted product range to highlight its positioning to a broader and younger audience.
The Royal Warrant holding company has appointed advertising agency McCann to create a £3m marketing campaign, which will see a mix of print, online, out-of-home media and social media in an effort to combine both the brand’s heritage and new modern outlook.
The campaign will coincide with the reopening of the Mappin & Webb flagship Regent Street store in London following a £2m refurbishment, which echoes a new look and feel that has been rolled out across the brand’s UK-wide network of 11 boutiques over the past year.
The company said investment is also being focussed on product development, including the launch of a bespoke design service that aims to highlight the brand as a destination for bridal jewellery.
Brian Duffy, chief executive of Aurum Holdings, commented that it’s a “great time” for a jewellery brand to “reinvigorate the bridal market”.
He said: “The rise in consumer desire for personalisation, provenance and authenticity aligns perfectly with Mappin & Webb, which offers meaningful designs, many of which are inspired by our extensive archive, reimagined by our talented in-house design team and then created in our London workshop.
“We have such a deep and rich brand story to tell and believe that the timing is just right to open up the Mappin & Webb experience to new audiences.”
The brand said several new product collections and range extensions will also launch later this year, along with newly designed in-store materials and e-commerce website.