The Monet Group, one of the world’s biggest makers of fashion jewellery,
is gearing up for a return to advertising in the UK for the first time
in five years.
The general manager for the UK, Paul Yule, said that the group had
talked to four agencies last week about an advertising drive, and
confirmed that two had been shortlisted for a creative and strategic
pitch in the coming month. The account, which is not expected to exceed
pounds 1 million, will be awarded on a full-service basis.
Nichola Pergande, the European marketing manager, explained that she was
looking for a ‘multi-tasking’ agency which could look at all aspects of
promotion, from advertising to public relations and sales promotion.
‘We haven’t given any direct brief about what route they should be
taking. We want them to come forward with proposals for what they want,’
Pergande said, although she refused to provide any agency names.
Monet was one of the jewellery industry’s heaviest advertisers in the
80s, but, in line with its competitors, the group wound its campaigns
down because of the recession and stopped advertising altogether in
1991. Now, according to Pergande, it is the right time to start again.
Its products are divided into three main brands - Monet itself, Trifari
and Marvella. Monet is the group’s line of classic jewellery, aimed at
the 30s to mid-40s woman. Trifari is aimed at a younger, fashion-
conscious group, while Marvella is the biggest brand of pearl jewellery
in the UK.
Monet was bought by a division of the giant US bank, Chemical Bank, and
two private investors 18 months ago. Monet currently has a market
presence in the US, UK and continental Europe, as well as in Asia.