F.Hinds Marks 170 Years With New “Giving Confidence” campaign

F.Hinds is celebrating its 170th anniversary with the launch of a new brand campaign centred around reassurance, trust and customer confidence.

The independent family jeweller, which was founded in Paddington in 1856 and now operates 132 F.Hinds and Chapelle stores across the UK, is using the milestone to reinforce its heritage as something customers actively benefit from today.

Built around the line, “Giving Confidence”, the campaign recognises that jewellery purchases are often emotionally and financially meaningful, and positions F.Hinds’ 170 years of expertise as providing reassurance customers can rely on, whether they are buying for themselves, gifting or caring for jewellery over time.

The campaign messaging highlights the role of expert guidance, fair value and ongoing customer support before, during and after purchase, helping customers feel confident not only in the piece they choose, but in the moment they are celebrating.

Creative executions feature authentic customer reactions including “It’s perfect”, “I’ll wear it forever” and “You know me so well”, each paired with the line, “170 years of giving confidence”. Time-spanning imagery has also been incorporated throughout to demonstrate how F.Hinds has supported generations of customers through milestone moments over nearly two centuries.

The campaign is rolling out across in-store point-of-sale, window displays, digital channels, social media and CRM activity, with a consistent message throughout: that F.Hinds’ heritage is not simply a legacy to celebrate, but an ongoing benefit to customers today.

Andrew Hinds, Chairman of F.Hinds, said:

“Reaching 170 years in business is an incredible milestone for our family and for everyone across F.Hinds. While we’re proud of our heritage, this campaign is really about what that history means for our customers today."

"Jewellery is often purchased to mark life’s most meaningful moments, and that brings pressure to make the right choice. We want to reflect the expertise and ongoing care that mean customers have been able to trust us across generations."

"‘Giving Confidence’ perfectly captures what we strive to provide every day - helping customers feel confident in the pieces they choose and the moments they are celebrating.”

Founded in 1856, F.Hinds is one of the UK’s leading jewellers, but remains an independent family business, recognised with multiple industry accolades including “Retailer of the Year” at the UK Jewellery Awards 2023 and “Retail Family Business of the Year” at the Family Business Awards 2023.

About F.Hinds:

Established in London in 1856, F.Hinds has grown from humble beginnings into one of the UK’s leading jewellers while remaining an independent family business, now with 133 F.Hinds and Chapelle stores across England, Scotland and Wales. As the business celebrates 170 years on the British high street, F.Hinds continues to build on generations of expertise, trust and customer care, proudly marking the milestone with its “170 years of giving confidence” campaign.

Built around the reassurance customers feel when making meaningful jewellery purchases, the campaign reflects F.Hinds’ long-standing commitment to helping customers buy, gift and care for jewellery with confidence through expert guidance, fair value and ongoing support.

F.Hinds has received multiple industry accolades, including the unique “Outstanding Contribution to the Industry” award in 2022 and “Retailer of the Year” in 2023, both at the UK Jewellery Awards, as well as “Retail Family Business of the Year” in 2023. The company has been voted “Multiple Fashion Jewellery Retailer of the Year” on a further two occasions.

Offering a wide selection of jewellery, watches and gifts for every occasion, F.Hinds also provides a comprehensive range of specialist services including jewellery and watch repairs, a made-to-measure design service, valuations, engraving, lifetime watch battery replacements, insurance replacement and Gold for Cash or trade in.

In 2019, the business welcomed the UK’s leading outlet retailer Chapelle into the F.Hinds family, offering customers top international watch and jewellery brands at discounted prices.

Committed to maintaining high ethical and environmental standards, F.Hinds is a certified member of the Responsible Jewellery Council (RJC) and is the longest standing retail member of the National Association of Jewellers (NAJ).

F Hinds promotes sustainability through jewellery repairs, a watch recycling scheme, a free watch cell takeback service and a long established recycled packaging option.

For information about F.Hinds’ interesting history visit here.