RIVONIA, SOUTH AFRICA, March 04, 2010
/24-7PressRelease/ -- Jenna Clifford has embarked on a brand building campaign sure to capture the imagination of not only South Africans, but also foreigners visiting our inspirational country this year.
Established in 1992, Jenna Clifford is a brand which has become synonymous with passion, style and luxury - elements which have been incorporated into the brand's new campaign.
The images for the campaign feature top South African models, one of which is Tansey Coetzee (Miss South Africa 2007), who are adorned with signature creations from one of the company's four innovative brands: Jenna Clifford Fine Jewellery.
The Jenna Clifford Fine Jewellery brand trades only in fine cut diamonds and precious coloured gemstones to create customized treasured heirlooms.
"It's the crème de la crème of bespoke jewellery that is handmade by 2nd and 3rd generation jewelers - a practice that is rare globally," says Dex Kotze, CEO of Jenna Clifford.
According to Kotze the major strength and difference seen with Jenna Clifford Fine Jewellery lies in its incomparable creativity and soul linked directly to its heritage. "Our jewellery is designed and created with the client in mind. Jenna embarks on an explorative journey with each of her clients and through her designs, which translate into exquisite jewellery and heirlooms, pays tribute to our clients' individual tastes. Each creation reflects their unique spirit and beauty which is the cornerstone of Jenna Clifford's design philosophy."
It was these distinctive traits that inspired the creative approach to the campaign.
"To effectively portray the essence of Jenna Clifford, we had to select women who embody inner and outer beauty, soulfulness and strength to represent our brand. Tansey Coetzee possesses all those qualities," says Kotze.
Tansey and the other models were photographed by talented fashion photographer Clifford Hansel. The images depict tasteful photographs of Tansey bare but wrapped in exquisite oversized Jenna Clifford Fine Jewellery creations. The result - a powerful portrayal of female beauty and a soul brand that is the signature style of Jenna Clifford.
A number of mediums will be used to execute the campaign including online media, billboards and print.
"The objective of this brand building exercise is to not only entrench our position as a luxury goods business in South Africa, but also promote Jenna Clifford as an international brand, offering superior service, products and a value for money investment in customized fine jewellery," says Kotze.
Kotze goes on to say that they already have several international clients, whom when wearing Jenna Clifford designs, attract attention.
"Our campaign aims to create a wow factor in order to grab the attention of international travelers during the 2010 Soccer World Cup and to provide an opportunity to foster sustainable relationships with the international market. Our signature creations compare favourably to highly acclaimed international luxury brands and jewellery houses, at a fraction of the price, which makes Jenna Clifford an attractive option," concludes Kotze.
In addition to their opulent studios in Morningside, Jenna Clifford also has boutiques in the Menlyn Park Lifestyle Emporium in Pretoria, the Nelson Mandela Square, Sandton and Cedar Square Fourways.
For more information on Jenna Clifford Designs visit http://www.jennaclifford.com .
For Further Information Or Media Queries Please Contact:
Shayna Clifford
Jenna Clifford: Marketing and Public Relations
Tel: (011) 523-6600
Email: shayna@jennaclifford.com
Jenna Clifford Jewellers, a high end luxury jewellery company based in South Africa. Since 1992, Jenna Clifford has specialized in bespoke, handcrafted luxury jewellery. We design, manufacture and operate four ultra luxurious retail ateliers in South Africa.
Our designer, Jenna Clifford was recently appointed as a goodwill ambassador by the United Nations to promote gender equality for the Millennium Development Goals 2015. This accolade she shares with Nobel Peace Laureate, Archbishop Desmond Tutu & the Grammy Award winners Soweto Gospel Choir.
Our company established the Dream Big initiative in 2007. Dream Big is a good will initiative driven by Jenna Clifford & Ryk Neethling, Olympic medallist, to inspire South Africans to imagine & live up to their own inner potential by Dreaming Big.
A percentage of the royalties from the Dream Big Collection supports two main beneficiaries of the Dream Big initiative.
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