Nearly 80 years after its launch, Australian jeweller Bevilles is undergoing its biggest rebranding with “a fabulous new look”.
The new brand positioning is supported by a new logo and tagline, along with “an enhanced store experience” featuring a fresh colour scheme and a streamlined layout.
CEO Michelle Beville said the new look stores will focus on hand-selected quality jewellery and watches with a greater selection of diamonds while continuing to offer exclusive ranges and on-trend designs.
“We listened to what our customers wanted and refreshed the brand with a focus on what we do best – beautiful quality jewellery at always affordable prices,” she said.
Leo and Rae Beville founded Bevilles in 1934 with a store in Melbourne’s Bourke Street Mall. The store featured homewares but expanded to include jewellery and diamonds in the late 1950s. Today the jeweller has 29 stores in Victoria, NSW and South Australia.
Michelle, the granddaughter of Leo and Rae, said Bevilles’ rebranding was “an exciting new era” for the family-owned business.
“Our new logo showcases an evolution of the ‘Love Bevilles’ heart, a signature which has been with us for many years while the faceted design brings diamonds into focus.”
“Supporting the brand positioning is a new tagline, ‘Feel Fabulous’, which encourages customers to be themselves and feel confident and fabulous every day with beautiful jewellery.”
Bevilles’ new store environment will include a self-serve offerings area, in-store diamond specialists and increased unique jewellery ranges, and a gradual phasing out of its giftware.
Customers will be able to browse the latest designs and build their own jewellery at the new iPad kiosks, while LCD screens and electronic light boxes will showcase promotions.
Michelle said the rebranding comes on the back of a strategic alliance with Indian giant, Tara Jewels, one of the largest jewellery suppliers in the world, announced earlier this year.
“The alliance provides Bevilles with the support for continued business growth while remaining a family-owned Australian brand.”
The first stores to receive a complete makeover with a sole focus on jewellery and watches will be Liverpool in NSW and Highpoint in Victoria.