Cardow Jewelers

Cardow Jewelers, in business in the Caribbean’s St. Thomas for over 50 years, draws a majority of sales from cruise ship passengers. This is literally millions of visitors a year who arrive in the morning for less than 8 hours with little idea of where to shop amidst some of the most aggressive retailers in the world.

MLB Creative attacked this issue by calling it the One-Day Branding Challenge. Everyday marketing rules of thumb became crucial, not only to sales and market share, but to survival amidst some of the most aggressive advertisers in the world. Consistency, simplicity, relevance, and media creativity all became increasingly vital.

The Cardow image was elevated from “bargain basement” to “style on sale” in 2001 with new branding on all elements including taxi and fleet graphics, on-ship collateral, television, catalogs, in-store POP, shopping bags and Cardow credit cards.