Retail brand development brings a sense of wonder to Hamilton

By Jacqui Gage-Brown, Feb 15 2019

Retail brand development was top of the shopping list for Hamilton’s newest jewellery store, Sense and Wonder. Opening its doors at Te Awa, with a stunning private event, saw that brand come to life and the HGB team buzzing behind this remarkable brand.

The background

Experienced retail store owners, Fiona and Alicia Platje, have established themselves as expert jewellery merchants in the Waikato with their first offering, Precious Metals. The mother-daughter duo operated three stores at Hamilton’s Centre Place, Chartwell Shopping Centre and Te Awa The Base. Sourcing, designing and selling beautiful jewellery from well-known and emerging brands, including Pandora and Swarovski, the Platje ladies knew what they were doing when they decided to open a new concept store.

The challenge

When HGB was approached to deliver the strategic brand positioning, marketing and retail concepts for the new brand, an excited ripple went through the office. We knew this would be special.

“With online shopping so accessible, retailers are struggling,” says Alicia. “We want to shake up retail a little bit and create an in-store experience that people want to come and check out, rather than shop online. Go back to basics in terms of customer service and experience.”

The process

Kylie Harcourt, HGB co-founder and creative director, says a customer’s experience with a brand starts well before they step foot in the bricks and mortar environment. “We set out to create a brand that set the expectation for the experience you would have in-store,” she says.

The HGB team immediately got to work identifying the Platjes’ key drivers and values.

“By uncovering the DNA behind this new venture, we developed a strategic brand and creative concept that set the direction for the retail environment, customer experience, staff culture and product offering,” Kylie says.

“The brand name Sense and Wonder brings together Alicia and Fiona’s shared beliefs and values, which are the foundations they are building this new store on.”

HGB’s recommendations for the in-store experience touched on the five traditional human senses – openly displayed jewellery for touch and feel, scents in store for smell, delicious treats available for taste, pleasing music to hear, and of course, remarkable jewellery in a beautiful setting for sight.

“Our focus was to create a look and feel that captured a person’s sense of wonder and engaged them on an instinctual level. A place that delights the senses,” says Kylie.

The result

“We’re thrilled with the Sense and Wonder brand,” says Alicia. “Our company purpose is to create a sense of wonder and the brand sets the expectation for the experience customers will have in-store.”

You can visit the Sense and Wonder store at Shop 15, Te Awa The Base to experience your own sense of wonder.