2.  The largest overseas Calvary barracks in the British Empire brought the forging and linishing equipment to Newbridge.  The ‘Newbridge Cutlery Company’ was established in 1934 by Dominic Doyle.  They quickly gained a name for quality tableware for upmarket homes and hotels in Ireland.

3.  In the 1990’s the company reinvented itself and became ‘Newbridge Silverware’.  Now led by Dominic's son William Doyle. He needed to adapt to the change in the climate.  Their real fortunes came when they realised they had the skills and technology to manufacture jewellery.

4.  Its success saw the launch of a series of five brand extensions which were, new cutlery, kitchenware, jewellery, giftware and watches.  “ William Doyle, who repositioned the Newbridge Silverware jewellery and kitchenware brand.. Has been named as the marketer of the year for 2004” (marketing magazine, 2003)

5.  They wanted to create a strong emotional connection between their brand and their target market.  It was important to convey the brands personality in such a way that the consumer could grasp and relate to.  They have done this in the past by having brand ambassadors such as International rugby player Ronan O Gara, and an association with legendary style icon Audrey Hepburn.

6.  Amy Huberman is named the face of the brand this year.  “The Newbridge Silverware collection has always been about celebrating the innate beauty, confidence and essence of the modern Irish woman. A role model with a thriving acting career and a busy wife and mother, Amy is the perfect reflection of the Newbridge Silverware woman” (Newbridge Silverware)

7.  “Sponsoring events that are attractive to your target market is one of the most effective ways of communicating with your customer” (Royal Blue Events).  Newbridge Silverware is the leading sponsor of the Rose of Tralee.  It is a fantastic partnership, each complimenting one another and each holding core attributes of Irish tradition and heritage.

8.  The Rose of Tralee promoted the contemporary beauty and elegance of the brand.  It showed Newbridge Silverwares support of its female consumer base.  It heightened the visibility of the brand with its target market.

9.  Newbridge Silverware is a great brand success story.  It has repositioned its brand as producing quality, premium goods for a modern market.  It has used brand personalities and sponsorship to increase the visibility of the brand connect with its consumer base.