Client: Arlene and Roberta Fine Jewelry: ArleneAndRoberta.com

Launch: April 8, 2008

Role: Creative Director, Flash Design, Project Manager

Size: Small

Creative Goal: Arlene and Roberta Fine Jewelers has built a loyal following in the local (and not so local!) marketplace by offering the best in fashion-forward European fine jewelry, and we seek to augment and extend that experience online. Working in conjunction with Talk PR, we seek to provide an elegant and stylish brochure-style website that will not only provide information about the store, but help create and feed the “buzz” around Arlene and Roberta Fine Jewelers, a site that visitors can refer to their friends all over the world, and drive traffic to the site and the store.

Execution: We feel the best way to extend the “bricks and mortar” experience to the online realm is a two pronged approach. The first prong is to create an elegant, easy to use website providing core information: store location, contact information, information on the jewelry collections and designers (and their links). It is essentially the information that rarely changes.

The second prong is an integrated content plan. In our view, this is the key to building and feeding the buzz
around the fine pieces and in-store events at Arlene and Roberta. The content plan will dovetail with Arlene
and Roberta’s existing catalog, direct mail and other PR endeavors with Talk PR. Like new designs in the
store, fresh content on the website gives visitors a reason to return. We’re advocating for smart, modular site design where new (direct mail campaign) images, trunk show teaser content, trip previews, trip reports, etc. can be cleanly integrated in the site without appearing “tacked on.”