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Charles Nobel An elegant brand and e-commerce evolution

Charles Nobel

Charles Nobel is an independent family jewellers based in New Milton which specialises in engagement and diamond rings.

Project scope


The brief

A independent, family-run business in New Milton, Charles Nobel are a leading jeweller specialising in beautifully crafted engagement and wedding rings. As one of our oldest clients, we've delivered numerous projects over the years to support their visual and strategic brand, website, marketing campaigns and beyond.

The team approached us to evolve the Charles Nobel visual and strategic branding, build a new Magento website to help improve user experience and boost sales, as well as design new stationery for the store, including business cards and display visuals.

The solution

We worked with the existing Charles Nobel brand to create a more distinctive and recognisable identity whilst retaining the character and heritage of the original logo which was almost half a century old. The deep blue was a very a recognisable asset of the existing brand, so we selected sky blue as a bright, fresh colour which feels modern and classy to complement it across all collateral.

Jewellery is a form of art and every piece is unique. With this in mind, we felt it was essential that the supporting graphical assets communicated this. We experimented with watercolours as they have a beautiful softness to them, and by layering the paint we could create amazing depth. We created a series of unique but flexible watercolour patterns to differentiate Charles Nobel from their independent and national competitors. We introduced a subtly textured GF Smith paper to their stationery and packaging to add a more luxurious feel.

It was vital to carry the new brand assets through to the core pages of the website with understated watercolour animations. We created a visually engaging home page with effective associations to collections and brands in addition to a clear, intuitive navigation that ensures visitors can achieve their goals quickly and easily. The site is also fully responsive so content is optimised across devices.

We chose to develop the new site with Magento as it was the perfect e-commerce solution for this site. Using Magento we were able to improve the online user experience and develop a high performance site with benefits including quick page loading and fast query processing unlikely to be achieved with the alternative platforms.

Charles Nobel
Charles Nobel

The results

Since launching the new e-commerce site, the comparative data has been remarkable and the results speak for themselves:

22% increase in new visitors.
54% increase in site dwell time.
66% decrease in bounce rate.
20% total increase in sales.

Data comparison taken 6 months before and after site launch:

June 6th 2016 – Nov 29th 2016 with Nov 30th 2016 – May 25th 2017.

The reaction

“We love the brand evolution and materials Salad have provided and especially how they all come together in our new website! Salad’s knowledge and understanding of the Charles Nobel brand, our audience and how to target them has grown and evolved over the years. I felt well-involved in the e-commerce web build process from start to finish, and feel fully supported with ongoing developments moving forward.

The team are always at the end of the phone to answer any questions I have about the best practice marketing tips, my CMS, or additional add-ons to the site, and our SEO rankings have drastically increased due to detailed planning that took place when we started this project and ongoing SEO now.”

Piers Bollard, Director at Charles Nobel

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