With the launch of its new contemporary store, famous jewellers Richard Sinton have unveiled their stylish advertising campaign, which is aimed at the younger market.

The new youthful store, which has been named, rather fittingly, Image, will be based in Eldon Garden in close proximity to Richard Sinton's flagship store, which is also in the high-end shopping centre. Image is due to open in mid-October.

Image will feature branded jewellery lines such as Links of London, Stephen Webster, Theo Fennell, Hot Diamonds, Luxenter and the Image Diamond Collection.

Richard Sinton explains, "We wanted the store to be more accessible to the younger market and will therefore be displaying more fashion-led pieces of jewellery that are within the means of our target audience, namely 21 to 40 year old men and women. Therefore, Image will be complimenting the flagship store, which is renowned for it's high-end, timeless pieces."

"Image marks an exciting new phase for Eldon Garden Shopping Centre, in which we will now be able to market to a broader audience ranging from the young to the old, whilst still retaining an exclusive and high-end feel."

The new advertising campaign, created by Silver Bullet Marketing of Ouseburn Valley, follows the narrative of a young lady as she 'plays with' her many different moods and styles, depending on her jewellery choices. From Rock Chic to Summer Dreaming, she shows you that you don't have to be limited to one look.

Silver Bullet Marketing's Creative Director, Gemma Waller, commented, "Following a competitive pitch we were delighted to be appointed as the agency for the new Richard Sinton store, Image. The store will be exciting and fresh, something Newcastle has never experienced before, and it's great to get a chance to be a part of it.

"We wanted to appeal to the generation whom believe the key to success and high self esteem is about achieving their desired image, even if that means experimenting and reinventing every day. For them, 'Image is Everything'.