CAMPAIGNS: Store launch - Hoye's Soho shop debuts with a heist

Client: Jeremy Hoye

PR Team: PR21

Campaign: Store launch

Timescale: Ongoing from December 2000

Budget: 20 per cent of Jeremy Hoye's annual turnover

Jeremy Hoye is a bespoke jeweller whose clients include Fatboy Slim,

Denise van Outen, Mark Little and Chris Eubank. Based in Brighton for

the past six years, Hoye opened a store in London's Soho on 5 March.


To publicise the launch of Hoye's Soho shop, raise awareness of his work

nationally and rebrand him along fashion and lifestyle lines, rather

than as 'just a jeweller'.

Strategy and Plan

Self-taught Hoye does not follow the conventions, preferring to take his

inspiration from sources including the film Space 1999. He is renowned

for the one-off service he offers to clients.

To communicate this individuality, PR21 decided to implement a press and

publicity campaign showcasing the spectacular interior design of Hoye's

Brighton home, accompanied by personal profiles for the national


In February, to turn up the heat for the opening, the PR team devised a

campaign with an ad based around the concept of a spoof jewellery


Developed in conjunction with Scott King, Sleazenation magazine creative

and art director, the ads ran over one week from 26 February in The

Guardian, Observer and as an outdoor poster during London Fashion


In addition, a fax-based viral campaign targeted at local businesses in

Soho and the national media, publicised a helpline number for people to

call with information on the supposed robbery, while in reality,

delivering details of Hoye's store.

Measurement and Evaluation

As it is early days for the shop, the PR team plans to measure its

activities by looking at calls to the helpline and the number of

shoppers who actually visit.

The spoof jewellery heist creative went down well, with some of Hoye's

existing clients falling for the scam and sending flowers in



As a bespoke Soho jeweller, the campaign was well-suited to the

character of the brand, generating kudos that reflected Hoye's style.

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