POSITIVELY DIVA

Diva, Darling Harbour.  Very positive message :)

DIVA ACTION

Diva, Broadway. Video showing how busy the store was on a Thursday afternoon - rest of the mall was quiet by comparison.  Clearly a hit with their target market.

DIVA ROCKS

Diva, Broadway, Wed pm.  Consistently good traffic at this store, selling cheap costume jewellery.  A winning formula in these times, the store was by far the busiest in the mall, per sqm.

BLING RECESSION BUSTER

Diva, Broadway. 3 for $10 is a great offer in today's market - they deserve to do well.

DIVA SINGS FOR SALE

QVB, Diva.  Even the resilient Diva business is on sale - $5 is a recession-busting offer.

DIVA DOES WINDOWS

A couple of Diva stores have recently started using their windows to more aggressively position their brand.  This one, in Redbank Plaza, Qld, shows a certain attitude about Mothers' Day - a unique take that fits with the brand 'voice'.  The style of this poster does seem to be a knock-off of some work I saw at Stewart Dawson's (jeweller) in New Zealand a couple of years back. Imitation is the best form of flattery and all that.

DAZZLING DIVA

Very busy Diva costume jewellery store, Broadway mall. Tuesday, lunch-time.

Targeting Gen-Y, selling low-value, high volume, fast-changing 'disposable' jewellery. Perfect for the recessionary environment. Interesting to note that while it attracts customers from a much broader group, it is very focused. Great, strong branding and use of brand iconography (the heart - for the blokes out there :) )