Ernest Jones owned and influencer content: Running a ‘secret garden party’ to showcase diamonds

The client…

Specialising in diamonds and watches, Ernest Jones is a national high-street jewellery company with more than 180 stores across the UK.


Ernest Jones wanted to increase its social media reach, boost brand awareness and perception, and showcase the brand as the high street’s diamond expert. The marketing team wanted to create a modern and sophisticated aesthetic for the diamond collection, and garner assets they could use on their social media platforms throughout the spring and summer.

What we delivered…

To achieve these objectives, we hosted an exclusive, invite-only event to showcase the new diamond collections. Something that people would be keen to attend and talk about on social media.



To complement Ernest Jones’ seasonal floral campaign, we held a Secret Garden Party in a private greenhouse at Petersham Nurseries, in Richmond, near London. A carefully selected group of 16 fashion and lifestyle micro influencers (and two dogs) were greeted with Champagne cocktails, and taken through the collections before wearing their favourite diamond pieces during an intimate three-course dinner.

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In keeping with Ernest Jones’ diamond collection, the venue was chosen to create an atmosphere of aspirational yet attainable luxury. The venue itself was highly Instagrammable and the small touches – including name tags and menus written by a calligrapher, and Bohemian floral displays – hinted at the craftsmanship behind Ernest Jones’ products, as well as providing ideal photo opportunities for guests.

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A BlueJam photographer was on hand to take stills of the event, product shots and lifestyle shots that could be used on Ernest Jones and influencer social channels. One of our video teams also shot four short videos of hero products for use on social media, as well as a longer lifestyle film.

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The idea of the high-quality film was to show the product being worn in an aspirational, sophisticated setting and that diamonds aren’t just for weddings and engagements – you don’t need to wait for someone to buy one for you. The all-female guest list presented modern career women – the typical Ernest Jones customer – celebrating themselves and their friendship while wearing beautiful diamond jewellery.

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Within two days of the event the influencers – who have a combined Instagram following of 772,606 – had posted more than 130 times on the channel and within Instagram Stories, vastly boosting brand awareness and reach on social media. Ernest Jones also had four shorts and one longer film plus some 100 professional images to use across their social media platforms.

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