I like the way online jewellery retail Hiho Silver uses events to epitomise the lifestyle of its brand.

Not only does the Events page work to draw people to the website, by ranking for event related terms on search engines, it also solidifies the brand value, by screaming that it knows the lifestyle of its customer.

I came across Hiho Silver as Nick Ede has just launched his own range of jewellery for the store called Lost & Found.

The collection of statement jewellery is available to buy online now, with a percentage of sales going to The Stroke Association.