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Bevilles begins rebranding roll-out.
Less than five months after restructuring the business, Bevilles Jewellers is celebrating its 80th Birthday with the opening of a new head office and the…
Less than five months after restructuring the business, Bevilles Jewellers is celebrating its 80th Birthday with the opening of a new head office and the rollout of its new-look stores. Bevilles has moved its head office from Collins Street in Melbourne’s CBD to Coventry Street in South Melbourne where “the space brings to life Bevilles’ new ‘Feel Fabulous’ tagline with wide open areas, huge windows and lively colours”.
Bevilles Jewellers CEO Michelle Beville, the granddaughter of founders Leo and Rae Beville, said the company enjoyed many wonderful years in Melbourne’s CBD and now looked forward to “celebrating many more at our home, just ‘up the road’ from where in all began”.
She said moving the company’s head office comes in conjunction with its rollout of new, smaller, smarter jewellery-only format stores across NSW, South Australia and Victoria. The new-look stores feature a “fresh colour scheme and streamlined layout, quality jewellery and watches with in-store diamond specialists, and LCD screens and electronic light boxes to showcase promotions”.
Bevilles’ stores in Liverpool (NSW), Highpoint (Vic), Airport West (Vic), Fountain Gate (Vic) and Tea Tree (SA) have already undergone their transformations while Miranda (NSW) and Knox (Victoria) are expected to be completed by the end of this month.
The opening of each store is being celebrated with in-store events and promotions that aim to spoil customers and make them ‘Feel Fabulous’, including ’20 percent off’ storewide discounts, free $20 gift cards to the first 50 customers, free makeup or nail treatments, giveaways and show bags, and slices of Bevilles’ 80th Birthday cake. Michelle Beville said the store roll-out is part of the company’s ‘Feel Fabulous’ rebranding strategy.
“We listened to what our customers wanted and refreshed the brand with a focus on what we do best – beautiful quality jewellery at always affordable prices,” she said. “Our customers are part of our extended family and we are so grateful for the support Bevilles Jewellers has received over the last 80 years. Without their loyalty there is no way we could be where we are today”.
Bevilles Jewellers first opened its doors in 1934 in Bourke Street Mall, beginning as a homewares store before adding jewellery and diamonds to the range in the 1950s.


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