The Adelaide-based business is one of the few domestic jewellery manufacturers to still operate in Australia. Its factory is based in South Australia and has a 100-strong workforce.
The company, which is best known for its men’s and women’s wedding rings, said the shift in business strategy was a response to consumer trends. “We have noticed a change in the market where consumers are getting savvier about branded product and are actively seeking more information about brands,” said Peter W Beck marketing manager Laura Sawade.
“By branding Peter W Beck and communicating directly with the consumer, we will be driving consumers into stores, and giving them an identity and story behind their purchase.”
Branding will take the form of hallmarks across its entire range – previously they had only been used on a small number of products. The move will be supported by a national advertising campaign, new website and marketing package for retailers that will include display and point-of-sale material.
Peter W Beck will launch the branding concept to the trade at this year’s International Jewellery Fair in Sydney, and the advertising campaign will kick off at the beginning of next year.
The company said that despite its efforts to build consumer recognition, it has no plans to open its own retail outlets.
Founded in 1976, Peter W Beck is a privately owned business. In its early days the company traded in precious metal alloys and jewellery tools. It started manufacturing wedding rings at the end of the 1970s, soon after which it expanded the business into precious metal refinery.
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