Bevilles bedazzles with fabulous brand new look

Iconic Australian jewellery brand Bevilles is undergoing its biggest rebranding in the company’s 80-year history with a fabulous new look currently being rolled out in stores across Australia.

The new brand positioning is supported by a new logo and tagline, along with an enhanced store experience featuring a fresh colour scheme and design. Stores will have a streamlined layout and focus on hand-selected beautiful 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,” said Michelle Beville, CEO.

Michelle is the granddaughter of Leo and Rae, who founded Bevilles in 1934 with the first store in Melbourne’s Bourke Street Mall. The first Bevilles store featured beautiful products for the home. Jewellery and diamonds were introduced in the late 1950s.

The new logo showcases an evolution of the ‘Love Bevilles’ heart, a signature which has been with the company for many years, and the faceted design brings diamonds into focus. The beautiful blue colour palette is a softer; more modern and welcoming feel for the stores.

Supporting the brand positioning is a new tagline, ‘Feel Fabulous’ encouraging customers to be themselves and feel confident and fabulous every day with beautiful jewellery.

Bevilles’ new store environment will also deliver an enhanced customer experience including a new 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.

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 two of its most popular; Liverpool, New South Wales, and Highpoint, Victoria.

For more information about Bevilles visit their website.