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Brand
Jaipur Jewels
Industry
Jewellery
Luxury 
Lifestyle
Region
Global
Key Services
Brand Strategy
Brand Story
Brand Identity
Packaging
Product Vision
Communication
Environment Design
Phygital Templates
Annual Collection Campaigns
Special Social Media Campaigns






 

The fine art of resetting a legacy Jewellery business, on the road to modern Luxury. 






As early as 1863, the Naheta family were renowned as the exclusive Jewellers to Rajasthani Royals. In 1966, they emigrated to the city of Mumbai as Jaipur Jewels. Home to India’s biggest industrialists, they began building a clientele amongst India’s new Royalty. In 2015, after almost five decades, and backed with a devoted clientele in Jaipur and Mumbai, the family felt the need for a perception change.

Over 3 years, our strategic thinking, brand Identity revamp, retail to digital brand experiences, and noteworthy campaigns helped them evolve from an esteemed family jeweller to a luxury branded house. Resonating not only with newer audiences, but readying them up for an ambitious global expansion.





Appreciating every facet

Indian jewellery businesses have operated on generational interpersonal trust. Considered as one of the largest markets in the world, this bond was challenged in the early 2000’s when Tanishq heralded a new buying behaviour. Heralding the advent of branded jewellers.

We worked closely with the family, to discover every aspect of their legacy and vision. Our audience research across HNW global Indians helped identify 3 core areas to address. First, to weave in the reaffirmation that their trusted confidantes are evolving. Two, that their product and service standards are revolutionary. Finally, by a clear focus on design, that would consciously adapt to how Indian jewellery is now being worn, especially by the next gen.





Refining the sketch

We knew that the brand's future must firmly rest in its past. A legacy that flourishes from generation to generation. We redefined the brand as an abode of curious wisdom. By recrafting its inherent strengths into a story of 150 years, one that keeps getting chiselled to more perfection with time. Where traditions reinvent themselves as new generations adopt them and make it/them their own.

From classic to exclusive, we charted a giant leap for the business to set its eyes firmly onto the annals of Luxury. Defining and designing their Brand world, to boldly manifest their true character and own a space they could genuinely thrive in. Giving new meaning to timeless heritage.








The Final Piece

Precious stones are a living testament to timeless beauty. Their facets reflect the past into the future. And form the inspiration for our logotype - a bespoke creation modelled as a sans-serif typeface, with serif-like qualities. Crafted from the cuts of precious stones. Culminating in a sophisticated brand signature that marries geometric rationality and elegance, science and craftsmanship.









Colour

A rare shade of Purple as the House colour gloriously uplifted and differentiated the brand from its competitors. Making the brand synonymous with its colour, overcoming market barriers including namesakes that carry Jaipur jewellery traditions.

Every brand touchpoint carries forward the purple, from the Photography style to the staff uniform. Complemented by binary gold shades, in feel and finish. Accompanied by the quintessential black and white, the brand’s colour palette is selective and exclusive.





A herald for the House 

The monogram weaves the two J’s together to form an H, personifying the ‘House of Jaipur Jewels’. Used subtly to craft shapes and patterns, it is the cornerstone of the brand’s visual language. A symphony of understated elegance.




Crafting moments to be treasured

We wanted every touchpoint to be a multi-sensory experience. An invitation to this league of the extraordinary. A confluence of the tangible and the intangible. A lasting relationship of treasured encounters; for both internal stakeholders and clients alike.






The foundation for reinvention was laid by a guiding framework of design, behaviour, habits and ceremonies. Essential rituals that once established would be committed to. Simultaneous orchestration from stationery to store experience, print and digital assets, jewellery and packaging design, photography and communication, as well as a launch, were designed and curated with exceptional care.





The foundation for reinvention was laid by a guiding framework of design, behaviour, habits and ceremonies. Essential rituals that once established would be committed to. Simultaneous orchestration from stationery to store experience, print and digital assets, jewellery and packaging design, photography and communication, as well as a launch, were designed and curated with exceptional care.




The gift wrapping paper carried the story of their legacy and craftmanship.



From maison to messaging

The store, in any geography is the culmination of everything before and after. From the moment one enters the space to their takeaway at home, the series of rituals builds on the core promise of the brand.







From ambience signatures to the service team’s courtesy, purple cupcakes and tea sets, regal chairs and seasonal scents, each flourish was built to mesmerise. Unique materials, techniques and finishing ensured an immersive sensory experience.


Be it the signage, door knobs and carpets, or display boxes and jewellery trays, every detail builds a signature feel. Enhanced by the service teams, who were inculcated with core values, the customer experience was made detailed and indulgent. Transforming how they interacted with customers, while greeting, explaining each piece, issuing an invoice, packing a piece or walking a customer out post-purchase.






All printed material was enhanced with a mix of fine paper, special colours, gold metallic foil and/or blind emboss. Faux leather and wooden boxes, artfully tied ribbons, indulgent wrapping paper and wax seals elevated the experience for even the most demanding customer. Heightened by the unveiling of hidden allures in little booklets and cards, the unpacking ensured that brand recall lingers on.