Catherine Jones appoints Cambridge University brand ambassadors

Independent jeweller Catherine Jones of Cambridge has recruited 18 brand ambassadors from the University of Cambridge in a brand marketing project. 

In what the company claims is an industry first, the ambassadors will be pictured wearing its jewellery in formal photo shoots and will also post ‘selfies’ on the company’s social media feeds.

The brand ambassadors were recruited by a hard-copy advertising campaign and direct contact with a number of different university societies. Volunteers were lured by the opportunity of borrowing jewellery from Catherine Jones’ own collections to wear.

Vanessa Burkitt, managing director of Catherine Jones, said: “My family heritage in Cambridge may go back to the 16th Century and the business may be over 50 years old, but in this fast-moving, electronic era, you can’t sit back and rely on history to work for you. We were amazed by the enthusiastic response and by how many wanted to get involved.

“The ambassadors will play a key role in our social media marketing, by wearing our jewellery and taking photographs of themselves to post on Facebook, Twitter and elsewhere. We think it’s an industry-first for an independent.”

In October, Burkitt told Jewellery Focus about her career in the jewellery industry and what it’s like to run a family-owned independent jeweller.