Jewellery chain Beaverbrooks has hired the if agency in Cheshire to develop its brand and communications strategy.

The first phase of the work will be an overview of the chain's current positioning and communications activity. These findings will then dictate an ongoing programme aimed at boosting sales and increasing customer loyalty.

Daniel Brown, Operations Director at Beaverbrooks, said: "As a business we believe that we have a strong story to tell our customers, yet realise that we need some help in telling it better."

Beaverbrooks was established in 1919 and today operates more than 60 high street stores across the UK.

"Our aim is to build on that heritage so we maximise awareness and ensure the firm is well positioned for the future," said if agency account director Janine Pemberton.