We recently engaged with long time Phoenix jewelry business Ganem Jewelers to help them reposition in the marketplace due to opening a new store in North Scottsdale. For those famililar with the area, North Scottsdale is certainly the cream of the crop for luxury goods and services for the Phoenix area, therefore Ganem needed to take a different approach from their previous “local family jeweler” approach. Don’t get me wrong, that element of their brand is very important and we don’t plan to remove it, but simply introduce some new concepts.

See, Ganem has been around for 30 years in Phoenix and has built a great reputation of service and quality. However, they have been rather unknown in the affluent North Scottsdale area where you will find high end jewelers on every corner. Our strategy is to leverage the large brands they represent such as Tag Heuer, Cartier, et al. Why not use the brand equity these companies have paid millions to develop and create a success for both Ganem and the major brands?

Additionally, this approach will launch Ganem more quickly than building their own brand…. yes, yes, we will be developing their brand. In fact, that is the whole point. We simply want to give it a kick in the pants for the opening of the store than manage the process as we continue.

Here you will see what we propose for their new web site (conceptually) as one of the communication touch points for this repositioning.