fbpx

Underwood Jewellers Shine With A Streamlined Marketing Strategy

With half a century of retail history in and around Phillip Street, the lovely Underwood Jeweller’s store has longstanding claims to the retail title ‘Jewel of Parramatta’. The store owners are working hard to keep the brand identity strong in conjunction with Realise Business Advisor Sue Walsh.

Store founder and master Jeweller Chris Underwood has a long association with Parramatta. The business actually began in 1968 from a shed in his grandmother’s Parramatta home where, after finishing his apprenticeship, he began designing and crafting jewellery. Two years later, Chris opened his first retail store in Phillip Street.

Underwood Jewellers has occupied several nearby locations but now sits in Phillip Street once more. Like other businesses, it has been heavily impacted by several roadblocks, including Covid-19, reduced foot traffic and a lack of major jewellery exhibitions and events.

Since October last year, Sue Walsh has been working with partner Susanne Underwood to develop a marketing strategy that will deliver a more cohesive and far-reaching brand presence to maximise cut through and increase sales.

The business currently has a solid local brand presence. They have also been undertaking several marketing activities, including social media posts, promotions, customer feedback surveys and sponsorship. The success of these activities can now be boosted by developing and implementing a new marketing and social media plan with components complementing each other to build a strong and consistent brand identity.

Identifying unique attributes

Identifying the store’s unique points of difference has been a critical component of the new marketing and social media plan. Sue has worked with Susanne to detail the jeweller’s strengths that include the sale of estate and pre-owned jewellery, in-depth experience and knowledge to understand their customer’s purchases and their small business agility reflected through their quick turnaround response time. Underwood Jewellers take pride in delivering the best customer experience.

They have also worked together to identify other areas of the business that will support the success of the new marketing activities, including engaging administration support and an additional member of the sales team.

They are currently working together to implement a strong marketing plan that involves developing their brand proposition through:

  • Conducting a competitor analysis that will help identify the unique strengths of the business
  • A revamp of the store’s website to allow for easy updates and search engine optimisation (SEO), strengthening their online presence
  • A consistent approach to the use of store photography across all marketing materials
  • A social media calendar to plan for upcoming promotional opportunities and provide consistency in their marketing communications.

Susanne Underwood said of her experience working with Sue Walsh, “Sue from Realise Business has been interested and attentive to our marketing. With Sue’s guidance, attention to the fundamentals and recommendations regarding forward planning strategies, we know we will have a much better result than we would have without her support. We have enjoyed working with Realise Business and highly recommend them.”

A special offer from Underwood Jewellers

In addition to the traditional Mother’s Day, Christmas and Valentine’s Day jewellery store promotions, Underwood Jewellers have a calendar of promotional offers in the pipeline to maintain customer interest in the store.

Take advantage of their current offer today:

Spend $120 or more in-store to receive a gold edge book jewellery box. Offer valid until 31 August 2021.

If your Parramatta-based business needs advice about revamping and streamlining its marketing strategy book your free advisory session with a Realise Business Advisor today.


Share the Post:

Find the Right Digital Solution for Your Business

Related Posts

Martin Rogers
Chief Executive Officer

Martin holds an extensive background and certification in Business, Marketing, and Strategy with over 20 years’ experience specialising in Strategic Thinking, Business Growth, Leadership and Team Development, across a number of industries. Martin utilises a collaborative leadership style and has a thirst for problem solving, understanding the latest trends and identifying the uniqueness that gives businesses their edge.

Mark McCrea
Chief Operations Officer

Mark McCrae stands out as a highly efficient Operations professional, known for his strategic oversight and management prowess within the corporate landscape. With years of experience under his belt, Mark has become synonymous with operational excellence, streamlining processes to enhance productivity and drive sustainable growth. Mark's forward-thinking approach and unwavering commitment to excellence have solidified his reputation as a cornerstone of operational success.

Razz Khan
Chief Marketing Officer

With over a decade of experience, Razz has a proven track record of driving growth and enhancing the digital footprint of various brands across multiple industries. His expertise spans across SEO, PPC, content marketing, social media strategies, and analytics. Razz is known for his innovative approaches to solving complex marketing challenges. Razz's passion for digital marketing, combined with his commitment to client success, makes him a valuable asset to any team looking to elevate their digital presence..

Greg Kay
Chief Commercial Officer

Greg has more than 25 years success in working with many for the development and implementation of growth strategies for businesses by building strong relationships through effective partnerships. Greg constantly strives for opportunities to have a positive influence in the personal and business lives of the people he works with.

Chris Wilborn
Contracts Manager And Advisor

Chris is a results-driven leader with a wealth of knowledge derived from his more than two decades in the NGO, corporate and government sectors. As a current business owner, from his prior work as a growth-minded CEO and a background working with disability organisations, Chris is deeply passionate about the NDIS, small business community and the central role they play in the fabric of our society.

Lindsay Munns
Executive

As a long term member of the Realise Business Board, Lindsay has temporarily stepped into this key role to facilitate the changeover of Chief Executive as part of our CEO succession strategy. Additionally he is busy leading the roll out of a major new Government contract that will take Realise Business up to the next level of its vital place in the NSW Small Business Advisory scene.

Marisa Barresi
Office / Client Coordinator
- Business Connect

Shanice Bangar
Events / Client Coordinator - Digital Solutions

Mona Bucog
Event Coordinator

Over the past 12 years, Mona has honed her skills in customer service, specializing in managing and addressing a wide range of customer needs. She’s dedicated to providing exceptional service and ensuring customer satisfaction. Her experiences have helped her develop skills that assist organizations in achieving their goals. Her ultimate aim is to help them focus on what they love, and she will take care of the rest!