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How Daisy’s mini catalogue brings a big boost of brand loyalty

The Daisy Times newspaper

Founded on London’s Portobello Road in 2009, Daisy makes thoughtfully designed jewellery crafted in 100% recycled sterling silver. The female-led brand has been featured in Vogue, Harper's Bazaar and Glamour and worn by the likes of Alexa Chung, Cara Delevingne and Ellie Goulding.

ruth bewsey daisy times newspaper

Since 2018, they've printed The Daisy Times on our traditional minis. They use their newspaper to share behind-the-scenes interviews and photography, creating deeper connections with their customers and boosting brand loyalty.

Here's how they made it happen:

Their challenge

Daisy uses several digital channels to communicate with customers – including an Instagram account with over 150,000 followers – but they were struggling to convey “all of the ideas and information behind the brand." Customers weren't getting the full picture of what makes Daisy unique.

Daisy Jewellery zine catalogue printed by Newspaper Club

What they did

To bring customers into their world, Daisy started sending copies of The Daisy Times with all online orders. It’s an additional “high-quality touchpoint" that elevates each new collection and reinforces Daisy's brand values. unnamed-1

The newspaper offers “a perfect balance of text and imagery to really bring our story to life,” says Daisy. Customers get a better understanding of what Daisy stands for, and through a more personable medium than an email or Instagram post. According to Daisy: “None of our other channels have the same impact as reading through the physical newspaper."

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The results

Daisy has been “overwhelmed by the support and positive feedback from our readers.” When customers share new purchases, they'll often include the latest edition of The Daisy Times in the shot. Here’s what one of their happy customers said about it:

“This is just the cutest branding ever (and anyone who knows me, knows I’m a huge sucker for branding…) This little newspaper makes me want to start scrapbooking again so I can save all the cute paper”.

Comments like this “really show what we look to achieve” with the newspaper, says Daisy. “The newspaper has increased our reach but it’s about so much more than just sales. It's about engagement, creative recognition and positive energy to uplift our community.”

Daisy London zine catalogue printed by Newspaper Club


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