Levenson Is New Setting for Bailey’s Jewelry

A jewel of an account has found its way to Levenson & Hill.
Officials at the jewelry store chain Bailey, Banks & Biddle last week confirmed their approximately $2 million general advertising account has gone to the Dallas-based agency.
Levenson sealed the deal following a formal presentation, but a general review was not held. Publicis in Dallas, the agency of record for Bailey’s parent company, Zale Corp., had previously handled advertising for Bailey on a project basis.
Levenson became acquainted with Bailey last year when its public relations division was hired to assist in the conversion of Zale’s other upscale jewelry stores, Corrigans and Sweeney’s, into Bailey, Banks & Biddle locations. The chain now has 107 stores nationwide.
Following the consolidation, Bailey was ready to select an agency and launch a fresh advertising effort, said executive vice president and chief administrative officer Mary Forte.
New creative work, set to appear this fall, will likely retain the company’s tagline, “World renowned jewelers since 1832.”
“Bailey, Banks is virtually unique in its roots in American history,” said Levenson executive vice president Robert McEnany. “This company opened two years before Tiffany. They designed the Congressional Medal of Honor and were jewelers to presidents’ wives.
“It is a very, very rich corporate tradition . . . If you can find a way to communicate that without being The History Channel, it’s a wonderful platform to build on.”
The bulk of Irving, Texas-based Zale remains with Publicis, including Zales Jewelers, a moderately priced retail operation with 1,300 locations.
Media spending last year for Zales was $24.7 million, per Competitive Media Reporting. Spending for the company’s other brand, Gordon’s Jewelers, was $4.4 million.