Argent to raise its media profile

Jewellery designer Argent of London is planning a massive media relations drive to raise its brand profile with wealthy female consumers after winning a contract to supply its wares to upmarket department store Selfridges.

Samples of the exclusive jewellery designs will be sent to accessory editors on women’s magazines and key fashion journalists in the national press in an attempt to raise awareness of the designer among female ABC1 earners.

Attenborough Associates was appointed to handle the account for one year following a three-way pitch.

‘We intend to do lots of press visits to allow journalists to actually try on the rings and wear the necklaces,’ said Attenborough Associates director Sarah Davies.

She plans to promote Argent of London to trade press after establishing Argent of London as a national brand with consumers.

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