Marketing consultancy branches out with jewellery mag

AN East Kilbride-based marketing consultancy has gone into print, with a glossy magazine, to support a group of jewellers it acts on behalf of.

InChannel Communications has launched a new customer lifestyle magazine for jewellers, Laings of Glasgow, Parkhouse of Southampton, John H Lunn of Belfast, Hartmanns of Galway and Keanes of Cork.

Says the company: “The magazine, a full colour glossy, contains a rich blend of brand and lifestyle editorial, with each jeweller having a customised version containing their own personalised editorial pages and front cover.

“It will be distributed to customers by mail and through selected affinity channels, with the objective of strengthening customer relationships and loyalty.”

It is the first time InChannel Communications has produced a lifestyle magazine.

The magazine will initially be published annually, and it is expected that other jewellers will join the publication syndicate.

Says InChannel managing director, Bill McGowan: “Forward-thinking jewellers realise that, in an increasing competitive market, it is crucial to strengthen relationships and loyalty with existing clients and create opportunities to do more business.

“A customer lifestyle magazine can help achieve this and we are delighted to have produced such a fabulous magazine for five of the UK and Ireland’s top jewellers. We have already receive enquiries from other independent jewellers wishing to join the syndicate.”

The magazine has received advertising support from over 40 leading jewellery and watch brands.