case studies
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SWAG Jeweller

When SWAG relocated its existing Bluewater store to a considerably larger unit within the shopping centre and make this their flagship store, Edward Ferris approached Nancy Finch PR to advise them on publicising the event.  At this point SWAG had not done any advertising or publicity for their brand, or indeed any of their six stores across the South East.   A PR campaign focusing on the Ferris family background and values of this independent jeweller, as well the products as gifts for the discerning consumer was planned. Alongside a themed launch event and the introduction of the limited edition SWAG Bags.


Nancy Finch PR approached established media contacts with a visually stylishly branded PR campaign, aimed at promoting both the new store and the brand as a whole. Journalists and VIP client were invited to the ‘Diamonds are a Girls Best Friend’ event, hosted by the Ferris family and a world famous Marilyn Monroe look a like.


As a result of the campaign Nancy Finch PR achieved almost 40 pieces of coverage for SWAG in over 20 different regional and national consumer titles such as Cosmopolitan Brides, You and Your Wedding, County Wedding Magazines and Surrey Life, as well as receiving trade press coverage in The Jeweller.  The total PR value for this coverage has exceeded £117k, giving SWAG a staggering 11% return on their original PR investment.

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