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Fit for Royalty: Clogau

objectives

Clogau is a welsh jewellery brand which creates original hand-finished jewellery, inspired by the natural beauty of Wales and an esteemed association with British royalty.

For 100 years, many of the Royal family’s wedding rings have been crafted with gold from the Clogau St David’s mine in North Wales – the same rare Welsh gold which is used today in every piece of Clogau jewellery. Queen Elizabeth II, Princess Diana, Princess Catherine and Queen Camilla are among those to wear wedding rings created using gold from the mine. 

With no past experience of brand building PR, Clogau brought Smoking Gun on board to showcase the brand across national and lifestyle media – positioning Clogau as a trusted and trend-led name. 

Smoking Gun also supported the brand at a regional level, driving consumers to its bricks and mortar stores.

strategy

The coveted shopping guides would be key, so Smoking Gun’s lifestyle team got to work introducing the brand to key shopping editors and getting ‘brand in hand’ of our most influential contacts - from national supplements to monthly glossies.

Clogau’s Royal connection also presented an opportunity to connect its jewellery experts with Royal correspondents and share insight into various pieces and trends that have been made famous by the Royals over time.

Activity was bolstered to support key retail periods such as Black Friday and Christmas – strengthening the name within the media, securing valuable coverage in both print and online titles, and building authoritative backlinks to the Clogau website.

execution

Using a range of products, calendar dates and social trends, Smoking Gun identified relevant news and feature angles to develop into a series of press stories for the media. 

Examples included:

  • Newsjacking Wimbledon by sharing comment on the ‘Tennis Bracelet’ trend, boosting awareness of Clogau’s product range across lifestyle titles

 

  • Compiling essential tips and tricks from Clogau’s jewellery expert for taking your best-loved pieces on holiday and how to protect them

 

  • Targeting gift guides for Valentine’s Day, Mother’s Day, Black Friday, Christmas, and more 

 

  • Compiling product guides in line with jewellery trends across TikTok and Instagram, as well as trending TV shows on streaming platforms

 

  • Working reactively to draft numerous ‘get the look’ fashion guides using Clogau products on the back of Royal looks making the news

results

128 high profile media hits

across national, regional and lifestyle titles

Wish list titles

including Mail Online, The Sun and Daily Express

Influential shopping guides

Multiple hits in key lifestyle and fashion media such as Hello!, Ok! and Grazia

72%

of coverage included a backlink to Clogau’s website from an high average domain authority of 70 

  • Matt Rycroft, Marketing Manager, Clogau:

    “Working with Smoking Gun has been a truly invaluable experience for us as we continue to grow our brand.

    “The team continues to deliver consistent coverage across national and regional media outlets –  introducing Clogau to a new audience and cementing us as a trusted name in the jewellery industry. We’re excited to continue our partnership and see what else the Smoking Gun team has in store.”

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