GOAL Create “buzz” and generate public awareness surrounding Shreve, Crump & Low’s new owner and the Grand Openings of its renovated flagship and existing Chestnut Hill stores.

STRATEGY
Manage all aspects of the exclusive, invitation-only event targeting select business, fashion, and general assignment reporters in print, radio, and broadcast mediums.

Develop a high profile guest list including socialites and local media celebrities.

Produce two marketable taglines for pending media blitz – “The Return of Elegance” and “Restoring the Luster to the Gem of Boston”.

Forge partnership between Shreve, Crump & Low and Children’s Hospital Boston, to provide customers with the opportunity to make a charitable donation by purchasing jewelry throughout the grand opening week.

Create a memorable, unique concept for the evening that showcased the luxurious jewelry and its vendors in an elegant setting with high end catering and the music of the Boston Symphony Orchestra.

Design a “Shreve’s Hall of Fame” highlighting some truly unique SCL pieces and customer stories, including the Cy Young Trophy from 1908 that was fashioned by Shreve, Crump & Low.

RESULTS
Grand opening evening celebration attended by more than 300 hundred guests and celebrities

Event received significant media coverage in local, trade and national print, online and broadcast outlets.

Shreve, Crump & Low’s “Return to Elegance” generated new customers and relationships for the store, its owner and investors.