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May 31, 2017
Rebranding is really tough. Especially when you are dealing with a company that has been around for 80 years and, according to some, is a "Winnipeg institution." Added to that difficulty is the competing opinions of the "new" generation - my brother and me - and the "old" generation - our father.
For over a year we have been working on rebranding ourselves and we are proud to be launching our new brand this June. As you can tell by the logo, and title of this post, we are branding to an acronym: IJL, with the moniker of "Since 1937" underneath. This, if you haven't figured it out already, stands for Independent Jewellers Ltd.
It seems simple enough and yet we have spent an incredible amount of time figuring out this simple acronym. We discussed everything from changing the name of the company ("Epp Diamonds???") to just a simple refresh. In the end we kind of went in between. What our marketing firm created was a beautiful new logo with new corporate colours, doing so in a way that presents a new image and retains the heritage of our company. We are still Independent Jewellers, and we are still the same family that started the business 80 years ago. We just have refined who Independent Jewellers is.
So who are we? We are a family owned jewellery store located in Winnipeg, Manitoba. We cater to people who enjoy a luxury experience and fine crafted jewellery. We specialize in luxury timepieces, jewellery, custom work, and services. Our services included a Rolex trained watch technician who is capable of servicing a wide variety of branded timepieces, an experienced goldsmith, a Gemological Institute of America trained appraiser, and a dedicated staff member who works only on insurance claims.
This year, on June 19th, we will begin the partial demolition of our head office at 493 Notre Dame Ave. This demolition will start with what used to be our "giftware" side. Once that half of the building is torn down, our new building will be built utilizing our parking lot as well as the space where giftware used to be. During this time, we will be open during renovations, however, our parking will be more limited. Once our new building is complete, then the last half of our old building will come down, and we will develop a beautifully landscaped parking lot in front of the new building. We do apologize for any inconvenience this may cause you and for what it is worth, we don't like it either.
We are looking forward to a spring 2018 opening of our redeveloped store and we hope to see you there. Stay up to date with the construction progress on our Facebook or Instagram pages.