EW Adams is a third generation family jeweller; a trusted British maker with an established reputation in the industry for skilled craftsmanship. The brand, which has enjoyed a long term exclusive partnership with John Lewis, has been making jewellery in their South London workshop for over 70 years, finishing every item by hand and to the highest quality.
To help EW Adams retain a competitive edge within the John Lewis house of brands, with an identity which better expressed their heritage, craft and bespoke offer within the store. To increase high street awareness as a quality brand in an increasingly crowded marketplace.
The John Lewis Partnership has a tradition of championing independent and family brands. Our naming strategy goes back to the origins of the firm to celebrate EW Adams himself, an RAF engineer who worked on spitfire dials before becoming a jeweller after the war. His name unlocks a story of family heritage, a British spirit of invention, and precision craftsmanship all still present in the brand today.
Point of sale material was designed with a warm colour palette of copper, charcoal grey and peach, positioning EW Adams as a premium brand with greater in-store presence and visual consistency across all John Lewis stores.