Newly appointed marketing director Peter Bur Andersen will oversee the brand’s new brand and communication direction alongside former Bang & Olufsen marketer Jonathan Crocker who was appointed as managing director in March.
Crocker is tasked with refocusing the core brand and its sub-brand Hot Diamonds Black and turn it from a trade brand into a consumer brand.
The campaign will include press advertising, events, digital activity, and a partnership with the Phillips British Academy of film and Television Awards (BAFTA) to be the Official Jewellery Sponsor.
Crocker says branded events will be at the centre of the brand’s communications with its target audience of young women and is currently working on party themes to complement its jewellery ranges.
A consumer print campaign will launch in September using the strapline “Do you remember the first time?”.
Hot Diamonds is looking at digital platforms and mobile applications including developing branded emoticons using the brand’s signature single diamond touchpoint in a bid to become an identifiable part of the text language.
It has developed a new retail concept to go into its independent retail outlets as well as form the basis of pop-up stores the brand is planning to launch in the next 12 months.
The brand is working with creative agency Egelnick and Webb and media agency Total Media to develop its consumer positioning and advertising.