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International Brand Profile 2013 Credentials International Brand Profile 2013 Credentials • UK Jewellery Awards Winner - Brand of the Year 2012 • Most successful gold brand in the UK • Storytelling through beautiful collections inspired by the natural beauty of Wales, it’s myths and legends • Unique & distinctive sterling silver & rose gold, 9ct & 18ct gold jewellery • 100 year association of Welsh gold with the British Royal family • Reputation for superb handcraftsmanship and unsurpassed quality • Heirlooms for future generations History of Welsh gold Within every piece of Clogau jewellery is a touch of rare Welsh Gold from the Clogau St. David’s Gold Mine in Bontddu (“bont-thee”). This is undoubtedly one of the rarest, most expensive and most sought-after gold’s in the world. During the early 20th century, the Clogau mine was Britain’s largest and richest gold mine producing nearly 2.5 tonnes of gold between 1862 and 1911. For over 150 years, the mine went through mixed fortunes with the gold veins being most inconsistent and difficult to locate. By the late 1990’s however, the last train carrying Welsh Gold from the Clogau mine clanked to a halt. One of the miners at the Clogau mine once said: “Finding gold in most mines around the work is like finding the cream in a sponge cake. Finding Welsh Gold on the other hand is like finding the sixpence in the biggest Christmas cake you could imagine. There’s no pattern, no logic, and you never know when you’re just inches away.” History of Welsh gold Clogau is a second-generation family business based in North Wales with over 20 years experience in creating handcrafted jewellery of the highest quality, beauty and originality. In 1989, the Clogau St. David’s gold mine was founded by William Roberts. William wished to re-open the mine as a tourist attraction, an idea that was overturned by the Snowdonia National Park. As a result, William decided to gamble on the idea that there would be more gold within the mine. Luckily, there was, and a few years worth of small scale mining began in 1992 where precious rose-coloured gold began to be extracted. To make best-use of this magnificent gold, William decided to use it to the produce jewellery of the utmost beauty and quality, using Wales as the sole design inspiration. To begin with just 5 lines of jewellery were created. And so in 1992 Clogau Gold was born. A number of contributing factors led to the closure of the mine in 1998. With no gold mining taking place in Wales today, Welsh gold supplies will eventually run out, making it possibly the rarest gold in the world. Due to the scarcity of Welsh gold, only a touch is included within each piece of Clogau Gold. This ensures the longevity of Welsh gold supplies, and the affordability of the jewellery. History of Welsh Gold Dolgellau gold belt The main Dolgellau gold belt runs in an arc from the coast at Barmouth, west of Dolgellau, to the north-east of Ganllwyd. Two mines, Clogau and Gwynfynydd, produced most of the area’s recorded gold. The Dolgellau Gold-belt veins are the oldest in Wales dating from early Ordovician times. At that time, a major volcanic cycle was coming to an end. A great volcano had built up in the area that is now the mountain of Rhobell Fawr, while deep underground magmas had been injected as sheet-like masses into the Cambrian sedimentary rocks. In the closing stages of the volcanic cycle, uplift occurred and the tensions that developed within the rocks caused fissures to open up. The fluids found their way into these, and their payload of metals was deposited, as gold and the other vein-minerals of the area. Gold found after magma cools in volcanic cycle United Kingdom Location Snowdonia National Park, Wales Snowdon, highest mountain in England and Wales Brand DNA Wales During the Iron Age and early medieval period, Wales was inhabited by the Celtic Britons. A distinct Welsh national identity emerged in the centuries after the Roman withdrawal from Britain in the 5th century, and Wales is regarded as one of the modern Celtic nations today. Clogau jewellery is inspired by the myths, legends, traditions & heritage of this beautiful country. British Royalty The British empire once controlled over a quarter of the world and 16 countries still recognize Elizabeth II as their monarch. the widespread appeal of British culture has led to the British Royal Family status as the most recognised family in the world. Clogau jewellery has become iconic through its links to the family through the wedding tradition, symbolising romance, commitment and endurance. Touch Welsh gold is now so rare that only a touch can be added to each piece of Clogau jewellery. The concept of ‘Touch’ serves two purposes; it acknowledges the touch of rare Welsh gold in Clogau jewellery while highlighting its intrinsic value. The jewellery is often gifted or bought to mark life’s most precious moments. The jewellery is a tangible reminder of these times. Clogau Customer • 80% female 20% male • 25-55 years old median age 35 • Appreciates luxury • Values heritage • Strongly identifies with the brand DNA • Heirlooms for future generations Fairytale SS13 Campaign Campaign Imagery chapter I chapter I ver 100 years ago, a Prince of Wales was crowned. The Prince wore a rod, a ring and a sword made from rare Welsh gold, all engraved with a Welsh dragon. ver 100 years ago, a Prince of Wales was crowned. A decade passed and Welsh gold was onceThe againPrince wore a rod, a ring and a sword made favoured by Royalty. A nugget of gold was takenfrom rare from Welsh gold,the all engraved with a Welsh dragon. A decade passed and Welsh gold was once again Clogau St. David’s mine, deep in the hills of Snowdoniafavoured by Royalty. and A nugget of gold was taken from the gifted to Lady Elizabeth Bowes-Lyon. This Clogaugold, St. andDavid’s other mine, deep in the hills of Snowdonia and gifted to Lady Elizabeth Bowes-Lyon. This gold, and other gifts of Welsh gold, have been used to forgegifts the of Welshwedding gold, have been used to forge the wedding rings of Princes and Princesses and futurerings Kingsof Princes and and Princesses and future Kings and Queens, for almost 100 years. Queens, for almost 100 years. These collections are inspired by our Royal stories, the world famous Crown Jewels and the Historic Royal These collections are inspired by our Royal stories, Palaces of Great Britain. the world famous Crown Jewels and the Historic Royal Palaces of Great Britain. Model wears: Swan Royal earrings, pendant & ring, (3SSE01 on pg 19, 18TSP01 & 18TSR01 on pg 18) Model wears: Swan Royal earrings, pendant & ring, (3SSE01 on pg 19, 18TSP01 & 18TSR01 on pg 18) Fairytale SS13 Campaign Campaign Imagery chapter II chapter II he Enchanted Garden is a magical place. It is the home of the Fairy and the Frog Prince. Butterflies and damselflies flutter at the edge of rippling water. Secret caves and grottos are hidden by heart-shaped love vines.he Enchanted Beyond Garden theis a magical garden place. Itare is the home of pearl strewn beaches. As night falls,the they Fairy andare the bathed Frog Prince. in Butterflies the light and damselflies flutter at the edge of rippling water. Secret caves and grottos of a thousand stars. Roses bloomare allhidden over by heart-shaped the garden love vines. and Beyond at the the garden are pearl strewn beaches. As night falls, they are bathed in the light centre is the Tree of Life. of a thousand stars. Roses bloom all over the garden and at the centre is the Tree of Life. Model wears: Fairy locket, earrings and bracelet, (STFLP, 3STFLE & 3STFLBR on pg 23) Model wears: Fairy locket, earrings and bracelet, (STFLP, 3STFLE & 3STFLBR on pg 23) Fairytale SS13 Campaign Campaign Imagery chapter III the forever love story chapter III n finding his Princess, the Prince knew that beautiful Clogau jewellery would be the most preciousthe forever gift love to story give. Yellow and rose gold filigree pieces set with sparkling diamonds. Heart and harp inspired pieces to remind her of n finding his Princess, the Prince knew that beautiful his love. Beautiful key pendants that she couldClogau keepjewellery closewould be to the most precious gift to her heart, each containing a note withgive. a secretYellow and message. rose gold filigree All pieces set with sparkling diamonds. Heart and harp inspired pieces to remind her of these were given with love and the wordshis love. “Cariad Beautiful key am pendants byth”, that she could keep close to her heart, each containing a note with a secret message. All “My darling forever”. these were given with love and the words “Cariad am byth”, “My darling forever”. Models wear: 5mm yellow gold Windsor Collection® wedding ring (WED5DY on pg 64). Am Byth® bangle, pendant, earrings & rings (RFB1, FP02, ABE01 on pg 45. 3SFR01 on pg 47 and 18ETOLR3 on pg 46) Models wear: 5mm yellow gold Windsor Collection® wedding ring (WED5DY on pg 64). Am Byth® bangle, pendant, earrings & rings (RFB1, FP02, ABE01 on pg 45. 3SFR01 on pg 47 and 18ETOLR3 on pg 46) Fairytale SS13 Campaign Campaign Imagery chapter IV chapter IV he Prince asked the Princess to marry him, giving her a beautiful rose gold and diamond ring. On their wedding day they exchanged beautiful bands, each containing a touch of the rare Welsh gold of Royalty and inscribed with the word ‘Cariad’. he Prince asked the Princess to marry him, giving her a beautiful rose gold and diamond ring.
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