Jeweller Aurum plans to popularize its Goldsmiths brand amongst younger age group of consumers with a fashion savvy mindset, for which it is altering the existing look of its Goldsmiths brand. It implemented the idea as an experiment at its Leicester shop in the Highcross shopping development, by stocking a product range suited to the younger group including charms and fashion watches. The experiment has proved rewarding and Aurum will take this ahead by rebranding the shop to Goldsmiths Boutique.

Eight such Goldsmiths Boutiques are planned to be launched in 2011. The new look will imbibe some of the traditional brown and yellow colours of the previous look but will add the word Boutique in bold, capital red lettering. Also, the store interiors will be redone from carpeted flooring to wooden flooring and a contemporary look, to appeal to the target group.

Aurum performed well in the Christmas of 2010, when its like-for-likes sales shot up 14.5 percent in the five weeks to January 9. The sales at Goldsmiths rose 19 percent, at Mappin & Webb by 11 percent and Watches of Switzerland noted a marginal 1 percent rise in sales, as sales were hampered by snow.