Dansk Smykkekunst re-brands as Dansk Copenhagen

2.5 k views | Posted February 11, 2020 | By Arabella Roden • Former editor

Danish jewellery brand Dansk Smykkekunst has undergone a brand re-position, which includes its name being changed to Dansk Copenhagen, as part of a broader international strategy.

"The stylish new logo also gives a better representation of the unique and edgy jewellery designs from Dansk"

Rachael Abbott, Timesupply

The Australian distributor of Dansk Copenhagen is Timesupply. Rachael Abbott, manager of marketing and merchandise planning Timesupply, explained, “The name change from Dansk Smykkekunst to Dansk Copenhagen has simplified the brand recognition and makes it easy to identify it as a brand designed in Denmark.”

She added, “The new name will make it easier for retailers who struggled with the pronunciation, although it will continue to be fondly known as ‘Dansk’.”

The business, which was founded in 1971, also has a new logo and a marketing campaign based on the concepts of ‘sophistication, ambition, bravery and edge’.

The new direction was designed to “also attract a younger market with an eye for style”, Abbott said, confirming its upcoming jewellery collections will reflect this change.

“The collections will remain true to the Danish simple and elegant styling, but will have sleeker, more pared back designs in a variety of new finishes. The stylish new logo also gives a better representation of the unique and edgy jewellery designs from Dansk.”

Retailers will receive new signage to use on existing displays, as well as posters, videos and social media support to help promote the new look and name of the brand.