THE EVOLUTION OF NEWBRIDGE SILVERWARE

The history of Newbridge Silverware

The largest overseas Calvary barracks in the British Empire brought the forging and linishing equipment to Newbridge.

The ‘Newbridge Cutlery Company’ was established in 1934 by Dominic Doyle.

They quickly gained a name for quality tableware for upmarket homes and hotels in Ireland.

The re-branding of the company

In the 1990’s the company reinvented itself and became ‘Newbridge Silverware’.

Now led by Dominic's son William Doyle. He needed to adapt to the change in the climate.

Their real fortunes came when they realised they had the skills and technology to manufacture jewellery.

Its success saw the launch of a series of five brand extensions which were, new cutlery, kitchenware, jewellery, giftware and watches.

“ William Doyle, who repositioned the Newbridge Silverware jewellery and kitchenware brand . . Has been named as the marketer of the year for 2004” (marketing magazine, 2003)

Brand Personality “every woman is iconic”

They wanted to create a strong emotional connection between their brand and their target market.

It was important to convey the brands personality in such a way that the consumer could grasp and relate to.

They have done this in the past by having brand ambassadors such as International rugby player Ronan O Gara, and an association with legendary style icon Audrey Hepburn.

The face of Newbridge Silverware

Amy Huberman is named the face of the brand this year.

“The Newbridge Silverware collection has always been about celebrating the innate beauty, confidence and essence of the modern Irish woman. A role model with a thriving acting career and a busy wife and mother, Amy is the perfect reflection of the Newbridge Silverware woman” (Newbridge Silverware)

Sponsorship

“Sponsoring events that are attractive to your target market is one of the most effective ways of communicating with your customer” (Royal Blue Events).

Newbridge Silverware is the leading sponsor of the Rose of Tralee.

It is a fantastic partnership, each complimenting one another and each holding core attributes of Irish tradition and heritage.

Sponsorship

The Rose of Tralee promoted the contemporary beauty and elegance of the brand.

It showed Newbridge Silverwares support of its female consumer base.

It heightened the visibility of the brand with its target market.

Conclusion

Newbridge Silverware is a great brand success story.

It has repositioned its brand as producing quality, premium goods for a modern market.

It has used brand personalities and sponsorship to increase the visibility of the brand connect with its consumer base.

The End