Advanced Television

The Specialist Works launches UK TV campaign for Mejuri

October 19, 2022

Independent media agency for dynamic growth brands, The Specialist Works, has unveiled its debut campaign for new client the luxury jewellery brand Mejuri.

Already a firm favourite of celebrities such as Oprah, Lizzo, Margot Robbie and Kate Hudson, Mejuri tasked The Specialist Works to build brand awareness in its first foray into the UK market. The campaign, which launched on 1st October and will run for four weeks, is Canadian-brand Mejuri’s first TV ad in the UK.

The campaign will run nationally using 2 x 30” and 2 x 10” spots, targeting women aged 25-44 who will embrace the idea that they can buy themselves fine jewellery designs, not just for special occasions, but for everyday wear – they can sweat, shower and sleep in it, if they so desire.

The underlying messaging is ‘BE YOUR DAMN SELF’. Mejuri’s target customer is in the prime of their life and looking to tell their story through jewellery. To reach them, The Specialist Works’ has focused on slots within lifestyle programmes including The Only Way is Essex, Made in Chelsea and Real Wives of Cheshire.

Ron Mudge, Managing Partner at The Specialist Works, said: “We are delighted to be working with such an exciting, dynamic brand for their push into the UK market. The UK TV campaign we’ve planned targets their key audiences just in time for the peak month of November when Mejuri’s only sale of the year takes place.”

Daniela Nardelli, Senior Growth Marketing Manager at Mejuri, said: “Mejuri is for individuals who are interested in responsibly sourced fine jewellery at fair prices, designed to be worn every day. We’re looking forward to expanding our presence in the UK market with our first ever UK TV campaign.”

Mejuri launched in Canada in 2015 as a fine jewellery brand for individuals to celebrate jewellery by buying it for themselves. Now, the brand is active online in Canada, US and the UK and Mejuri has 12 stores across these markets. The TV creative was created in-house at Mejuri with all strategy, planning and buying by The Specialist Works.

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