Musson Jewellers wanted to re-engage the market following a period of quiet trade while expanding their retail presence

Digital Print Television

Musson Jewellers

Challenge:

Musson Jewellers wanted to re-engage the market following a period of quiet trade while expanding their retail presence with rebuilt, world-class boutiques in Chatswood Chase and the QVB. The primary challenge was to rebuild brand awareness and sustain luxury salience around high-intent gifting periods, including Mother’s Day, Christmas, and the bridal season for engagement and wedding rings. To support the capital investment in their showrooms, Musson needed a high-impact media campaign to elevate the brand’s prestige without compromising heritage or luxury integrity.

Solution:

Musson partnered with Nine Plus to deploy a sophisticated, multi-platform media framework for high-net-worth audiences. The solution combined the prestige of high stature print placements such as a special cover wrap in The Australian Financial Review, and targeted digital video advertising on 9Now. This multi-channel approach allowed Musson to balance top-of-funnel brand elevation with precision.

Agency or Direct

Direct
Client

Musson Jewellers
Dates of Activity

Christmas 2025
Media Formats

Print, Digital & 9Now
Budget

$100,000
Category

Jewellery

Campaign Creative

Execution:

The campaign leveraged the complementary strengths of print and digital to take prospective clients through a complete consideration journey. High-end print placements in the AFR established immediate authority and trust, granting the brand a sense of permanence and stature. Meanwhile, 9Now allowed viewers to appreciate the fine details, movement and craftsmanship of Musson’s rare gemstone pieces. The media schedule was timed ahead of major gifting periods, directing qualified, high-intent audiences straight into the newly opened flagship stores.

On-air & print integrations

Results

Drove a direct and measurable uptick in boutique sales and foot traffic at the QVB and Chatswood Chase locations following each campaign burst.

Boosted top-of-funnel commercial engagement, leading to increases in website traffic, branded search activity, and customer inquiries during key gifting periods.

Built immediate showroom trust and recognition, with numerous clients explicitly citing Nine and AFR advertising upon visiting the boutiques.

Blended print prestige with digital video reach to elevate brand status while converting awareness into luxury retail sales.

Source: Musson Jewellers internal analytics 2026.

Hear what the client had to say

“Nine Plus offers considerable scale, but its real value lies in combining trusted, established media environments with targeted digital activity. For us, premium print builds stature and credibility, while digital video extends the story, increases frequency and helps turn awareness into action. Luxury clients respond to consistency, trust and context, so where the brand appears matters just as much as the message itself. One of the most valuable indicators is clients mentioning that they have seen Musson in the AFR or across Nine. There is already a level of recognition and trust, which makes the campaign’s impact tangible on the showroom floor.”

Olivar Musson
Co-CEO & Creative Director

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