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Brand And Retail News: Doves Launches Major Rebranding; Trabert & Hoeffer To Close May 01, 2019 (0 comments)

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Doves Announces Major Shift To Focus on Doron Paloma As Brand

Great Neck, NY—After years of “Doves by Doron Paloma,” Doves is transitioning its focus to put its designer front and center, and launching the Doron Paloma brand. The new brand, including a new logo, will debut at the Luxury and JCK Shows in Las Vegas next month.

Doron Paloma’s parents started the Doves company in 1979, choosing the dove as a symbol of peace and hope as they left persecution in their native Iran and came to the United States with dreams of freedom and a bright future. While “Doves” will remain the company’s corporate identity, Doron Paloma and Little Bird will be marketed as brands under that corporate identity. The Doron Paloma brand cover all collections that are currently in the Doves line, while Little Bird covers the company’s bridal line (color centers, alternative settings, and stackable bands).

“Over the past 40 years, we’ve built a reputation at Doves for quality, craftsmanship, bold color, and unique designs. As our industry heads into an exciting period of change and modernization, we feel that embracing the design element will take our retail partnerships and name recognition to new heights,” says Doron Paloma, president and designer.

Doron Paloma

The rebranding effort will include a new set of ads and co-op materials featuring international Anastasia Grik (top of page), who will be present at the company’s booth (LUX 823) in Las Vegas. The campaign was shot in Miami Beach, FL, by famed Vogue photographer Greg Lotus.

Marketing assets will feature Grik wearing the brand’s most popular collections and will include still photography ads, as well as a 60-second video to use as an in-store loop, 30-second to use on TV spots, and 15-second clips to use on social media. Assets can be used in store, in print ads, digital, and social media. New co-op advertising assets will be available to all Doron Paloma branded retail partners immediately following the show.

Beginning this summer, all ads will run with the Doron Paloma logo on its own. The Doves name will continue to be used on a B2B basis (i.e. trade shows, etc.) during a transition period. Meanwhile, the brand’s famed bird icon has also gotten an update; more stylized and better suited for a digital presence. The bird now serves as more of a brand mark; not locked in with the logo but used as a symbol in other areas of marketing. It will forever symbolize theorigin and heritage of the company.

Corporately, the company’s main ad focus will center around an increased budget and presence on social media, including Facebook, Instagram, and Google advertising. The social media element will be offered on a co-op basis to retailers as well. “It’s becoming more important and effective every day, and a bigger part of our retail partners’ marketing mix,” says Yossi Abrahimi, director of sales and marketing.

“It’s the perfect time to enter this new chapter in our company history, and we can’t wait to launch the new campaign in Las Vegas. Along with a record number of new collections, our print, digital and video assets are already creating a serious buzz. We’ve been humbled by the response from our retail partners and fans alike,” says Abrahimi.

Anastasia Grik will make an exclusive, limited time appearance at Salon LUX 823 on Thursday and Friday of the Luxury and JCK shows. Retailers are welcome to meet Grik in the Doron Paloma lounge located in the new, larger booth.

 

Trabert & Hoefer To Close Last Store; Contents Go To Auction

Chicago, IL—Luxury jeweler Trabert & Hoefer is closing its last remaining location in June, National Jeweler reports. Its owner, Don Levinson, is retiring.

The company started on Park Avenue in New York City in the 1930s, expanding to other tony locations such as Palm Beach, FL; Beverly Hills, CA; Atlantic City, NJ (at the time a luxury location); and Chicago’s famed Magnificent Mile neighborhood. Levinson bought the Chicago location in the 1960s.

Like fellow luxury jeweler Dorfman did in Boston, Trabert & Hoefer is going out of business in high style, using an upscale auction house (Leslie Hindman) to help liquidate its inventory.

Related: Q&A With Jonathan Dorfman, On The Luxury Market And Why Dorfman Jewelers Closed Its Doors

Trabert & Hoefer will liquidate merchandise by auction at Leslie Hindman.

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