Ernest Jones is Britain’s most premium high street jeweller, stocking some of the world's most prestigious watch and jewellery brands. BJL were approached to revitalise the brand look & feel, creating a toolkit that would inform future advertising, POS and digital activity.

Early on in the project, we observed that life’s most significant occasions are marked with jewellery. From declarations of love, to milestone birthdays, jewellery lets people know we care. It’s this observation that informed the brand positioning, With You Forever, allowing Ernest Jones to become the jeweller that celebrates togetherness.

Through colour, type, and crafted elements, we created a design toolkit that ensured customers would be dazzled by their encounter with the brand.

The theme of inclusivity was carried into our approach to casting and art direction, ensuring that all ages, genders and ethnicities were represented fairly, giving Ernest Jones a refreshing standpoint in a busy marketplace.