Foxall helps precious stone merchant Leyser polish up for UK market

Foxall is helping German jewel merchant Leyser diversify its offer with a new brand and positioning designed to help it sell jewels directly, on-line and through a new retail space.

The consultancy, which has done other work in the jewelry sector, says it was appointed directly by family business Leyser, which is looking to expand into London.

Foxall co-founder Andrew Foxall says the company’s roots are in the “ethical mine to market business to business world”.

While Leyser will still sell to businesses it will also target consumers with its new positioning.

Foxall says the consultancy undertook consumer research which shows that people are keen to buy precious stones as gifts – pieces that haven’t yet been made into jewellery.

Based on these findings the consultancy is looking to position the brand around gifting and is designing packaging, certificates and pouches.

It is also working on a retail concept in Mayfair where Andrew Foxall says the consultancy is looking to “tell stories” through the design.

A wordmark has already been designed. “We wanted to make sure it could last for hundreds of years so we didn’t want it to be stuck in a serif style that’s already getting old. A sans serif was the starting point and then we developed this, thinking about how the name feels like it comes from somewhere else.

“We looked back at older versions of the logo and took the “e” from a logo they had in the 70s. The “L” is completely new and we’ve given it a kink to make it more recognisable.”

Meanwhile a gem icon has been created which will be used at different scales across packaging, including embossed tape, and online. A website is currently being designed by Foxall.

“We also aim to photograph every type of stone and build up a character around it; we’ve already started doing this and will also make films,” Foxall says.