A brand’s story is as important to a company as the products they create and sell. It’s the story that appeals to the customer’s emotions, memories and aspirations and connects with them on a personal level, engaging them to want to live in a brand’s world, rather than just simply being sold to.
Now, with the prevalence of social media and multiple platforms on which to post content 24 hours a day, thoughtful and consistent storytelling is more important than ever as a way to reinforce what a brand stands for.
New York based jewelry company Gabriel & Co. has created robust content tailored specifically for the channel on which it will live. From Instagram to shop-in-shops, Facebook to style advice and expert insight on their website, Gabriel is utilizing the relevant platforms available to keep a strong and dynamic conversation between the brand and its customers going as often as possible.
“Brands are communicating more and more with their consumers and brand loyalists directly.” Says Jack Gabriel. “A few years back we began communicating with customers directly and putting what we stand for out there into the world.”
Through consistent imagery and a clear brand voice, each post or update is in line with the message Gabriel wants to communicate.
“It’s about telling a story that carries all the way through.” Says Jack Gabriel, “But we have to be careful how to communicate. It’s a cohesive story, but also specific to the region.”
For instance, by taking ownership of their brand and finding a way to always be telling their own story, Gabriel has been able to co-brand their offering on other retail websites.
The same is true of course for their own website, where the ethos of the brand can really come across the strongest.
“We want to infuse relatable content into every experience.” Says Dominick Gabriel. In addition to relatable, Gabriel has managed to also create innovative and elevated content including designer interviews, a podcast series and expert style advice generated by fashion expert and industry veteran Hal Rubenstein who is the brand’s global style director contributing engaging blog posts about jewelry and fashion.
“We are now offering an inside look into the minds of the most celebrated bridal and ready-to-wear designers in the fashion industry through our new Designer Flash website feature and podcasts.” Says Jack Gabriel of this unique offering, “Every month, Gabriel & Co.’s Global Style Director, Hal Rubenstein, will sit down with a different designer to discuss their current and highly personal take on both bridal style and real-life style in a series called Designer Flash interviews.”
The Designer Flash Series has featured the most successful and respected designers in the industry, including, Badgley Mischka, Naeem Khan, Adam Lippes and Tommy Hilfiger. An exciting new line up of designers will be featured in the fall starting this September with Christian Siriano.
Another asset is Gabriel’s in house fashion magazine, which features their own collections, “How To Wear” articles and “Designer Flash” segments. The Distinctive Lifestyles section of the magazine makes finding the perfect piece of jewelry seamless by matching Gabriel’s fine jewelry with a customer’s personal style. Their unique “Personality Directory” was designed to help curate and present Gabriel’s jewelry in perfect harmony with the shopper’s aesthetic and lifestyle, ensuring that the piece is more than just pretty, but something that feels thoughtful, personal and on point with what each customer is looking for.
By taking ownership of their brand and storytelling capabilities and populating each brand platform with consistent, relevant and highly engaging content, Gabriel is able to convey their story while also remaining in direct contact with their customer for their invaluable insight and feedback.