Question

Topic: Branding

My Jewelry Firm Name Should I Change?

Posted by Anonymous on 5/6/2008 at 11:26 AM ET 25 Points
Hi
I'm having a jewellery store and our company's name is SHREE GEMS & MINERALS. We initially stated with mining and then later lapidary but jewellery has always been our core business from the day one. Now sometimes the name of my company confuses people and my customers who are new wonder if I sell jewellery?? at all? because of its name. I sell high end which is designer jewellery, and need a name which will support my old name or is even better than the old name.

My second question??

But if I change my store name how do I inform my customers about it ??

My store is in Sounthern India Hyderabad city from where the world famous diamonds once came from and I have a website of my institute where we teach.

https://digj.in/
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RESPONSES

  • Posted by Levon on 5/6/2008 at 12:36 PM Accepted
    I think you should re-brand your jewellery shop portion of your business -- it will help with foot traffic into your shop and diffuse confusion. As far as informing of the change - simply utilize an integrated campaign to get word out of your name change. If you need help with this let me know I can assist you for trade.
  • Posted on 5/12/2008 at 8:54 AM Accepted
    In my opinion, you should change the name. 'Shree' though a beautiful name is kinda brand-fatigued. Also you cannot create a unique differentiation with this crowded name. And importantly, since you are into high-end jewellery the exclusivity may be completely lost by using "Shree". In my opinion, it is better to go in for something that creates much better market recall.

    Regards,
    Brijesh
  • Posted on 5/15/2008 at 10:59 PM Accepted
    Alright, these stupid non-practical marketers think changing name is the easiest way out but it is not. I guess you should be one of the oldest in this biz thats y there are so many others with the same name: Shree Jewellers, Shree Gems, Sri Krishna... only if your folks had registered the name.. u would have sued them...
    anyways... what I feel confuses people is "Minerals" in the name.. your core is jewelry which is missing... may be you can add that highlighting Shree.

    Getting in new customers is good.. but more important is to retain your customers. Since you r into high end, customer relation is very important... (im not gonna write an essay on customer relation now).

    This is what I think you should do right away:
    1) create your marketing budget ... about 25-30% of your total store budget
    2) create ur marketing team: advertising, PR and graphics
    3) building customer relation
    4) annual exhibition

    ok.. I can go on and on and on.. but I donno if you are interested with my ideas... do let me know if u r...

    Bbye
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