Brand building for Employee owned Businesses

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Charles Nobel
20% increase in sales delivered by an elegant brand and ecommerce evolution
Charles Nobel 20% increase in sales delivered by an elegant brand and ecommerce 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 deep blue logo. Experimenting with watercolours, we created a series of unique but flexible patterns to differentiate Charles Nobel from their independent and national competitors. We also introduced a subtly textured GF Smith paper to their stationery and packaging to add a more luxurious feel.

The new branding was applied to a bespoke, fully responsive website featuring a visually engaging a homepage and signature animated watercolour animations. Built in Magento, we ensured customer experience was at the heart of the ecommerce platform with simple, clean product pages and intuitive navigation.

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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