Case Study 5

Betteridge Jewelers

​Established 1897

Overview In Brief
Family owned and operated for more than a century, Betteridge is a well established estate jeweler headquartered in Greenwich, CT—with additional locations in Vail and Aspen, Colorado. In the 1980s a new generation of the Betteridge family began managing the company.

The Challenges

Betteridge wanted to update its prestigious brand image, and to undertake a more aggressive, yet stately approach to its marketing efforts. Notably, another challenge was the fact that fine jewelry and watches are inherently difficult to light and photograph optimally.

Betteridge-Patek Philippe co-op marketing piece, Cartier-Betteridge co-op advertising brochure, and Patek Philippe watches from a Betteridge brochure.

Betteridge engaged our services to assist with their rebranding, marketing and advertising. First, we designed a new logo and branding treatment celebrating the company’s 1897 founding, in preparation for their Centennial Anniversary a decade later. Then we began designing and writing print ads, while developing a direct marketing campaign to reach the company’s existing client base, as well as high net worth prospects. The heart of our work was two-fold: writing engaging headlines and copy; and art directing photography of the firm’s extraordinary jewelry and watch collections.

Outcome & Results
For the better part of two decades we worked closely and regularly with Betteridge, and on a project basis, thereafter—servicing a wide range of advertising and marketing needs, while contributing to the brand’s growth and stability.

We created Betteridge advertising for local Connecticut media, and for regional and national media including The Wall Street Journal and Town & Country Magazine. Additionally we designed Betteridge’s sponsorship ads for the Greenwich Polo Club Games, managed their direct marketing, and designed and wrote the content for Betteridge’s original website.

Cover & inside spread of our gate-fold Betteridge “Estate Of The Art” estate jewelry direct marketing piece.

As an integral part of our work with Betteridge, we created custom, co-op advertising and print collaterals for many of the world’s finest luxury watch and jewelry brands including:

• Cartier
• Panerai
• Longines

 Cover & inside spread of our Betteridge “We’ve Got The Blues” period jewelry direct marketing piece, and direct marketing for a pair of Betteridge gold earrings.

“On a continuous basis for sixteen years, Brian Penry and his capable team were responsible for our advertising including co-op work with Cartier, Patek Philippe, Rolex and others. Brian was regularly entrusted with art directing off-site photography of our rarest pieces, often with a value in excess of $1 million. The integrity and trustworthiness of all involved remain beyond reproach.”

                                                                                                        — E. “Terry” Betteridge

See more of our clients’ testimonials

The uncompromising quality of its products and service resulted in Betteridge’s acquisition by the multinational jewelry conglomerate, Watches of Switzerland.

Is your brand a ‘diamond in the rough’? Let’s make it shine—together.

Special Thanks to Photographer, Chris Meech.