Several years ago, the name was sold to an investment group that decided it was time to return the Faberge brand to a place of prominence in the jewelry world. A few weeks ago, the company released images from its upcoming campaigns – one for high jewelry and the other to appeal to a younger audience with more accessible price points.
It's the younger-themed campaign that's grabbed my attention. The black-and-white ad has the look of a fashion ad, which in itself is notable because Faberge has certainly always been identified with high jewelry, not fashion. But what also caught my eye is the jewelry itself --pendants that give a nod to the Faberge Easter eggs of yesteryear – as well as the models, who are real people (the guy on the right is Josh Faberge, a descendant of the Faberge family, and the girls are three of his friends). The photographers put the kids on camera and told them to mix and match the jewelry as they liked. And it looks fabulous.
What does this all mean to retailers – or rather, advertisers? A few things:
1) While classics may not work for a new generation, a new take on an old classic may be just the thing. Young people don't want to drive their father's Oldsmobile, but they do think retro is cool (and "retro" can apply to anything over the last 150 years).
2) The product doesn't have to be the hero for an ad to work. What jewelers are really selling is a look, a feeling, a fashion, an emotion. This ad says Faberge works for a new generation in a totally unassuming way that doesn't "try too hard" as other ads do.
3) If you want to sell to young people, put your jewelry on young people – and make sure it's jewelry that your model(s) would genuinely wear.
4) Like #3, if you want to sell your jewelry to real people, put the jewelry on real people. Models can look too perfect at times, which damages a reader's ability to identify with them and thus with the jewelry. These models are pretty, but not TOO pretty.