SCOPE OF WORK

Established in 1986, Dupuis Fine Jewellery Auctioneers has a reputation around the world as a source for fine jewels and timepieces. Our team initiated a public relations program to connect with new potential buyers and raise the overall profile of Dupuis’ International Fall and Spring Jewels Auctions.

THE STRATEGY

We conducted research to identify potential new buyers: where they shop, what they read, and what they like. With this in mind, our team created a comprehensive media relations plan that targeted media outlets read by new prospective Dupuis customers. Through multi-pronged outreach, our team aimed to garner placements in a variety of lifestyle, fashion, luxury, and wedding magazines, as well as feature stories in daily publications.

RESULTS

Our team successfully coordinated one-on-one media previews and utilized social media to help spread the word. In addition to this media outreach, we facilitated a media partnership between Dupuis Fine Jewellery Auctioneers and S/Style Magazine – a luxury lifestyle magazine for Canadian woman – which included editorial coverage and copies of S/ Magazine and The Sharp Book for Men on-site at the showroom and auction.

News highlights included feature stories in the Toronto Star ‘Life’ and ‘Fashion’ sections as well as a number of articles in major consumer, fashion, jewellery trade, and lifestyle publications. These include Dress To Kill, Gem Gossip, Jewellery Business Magazine, S/ Style & Fashion, and WedLuxe. Our team helped to significantly increase social media engagement, as well as the number of followers on Dupuis social media channels.