Singapore based bespoke jeweller of repute, The Jewel Box, saw the challenges of the branded retail environment along with the perception of private jewelers being expensive and being appointment based as impediments in the narrative of private jewellers. Identity Counsel was tasked the roles of highlighting the position and benefits of The Jewel Box in being an approachable, authentic and unique player in the jewellery landscape.
Harnessing the knowledge The Jewel Box possessed, it’s strong relationship with it’s consumers, and reclaiming the benefits of original jewelry craftsmanship, Identity Counsel, staged the The Jewel Box with it’s promise of authenticity and originality by tapping into the insight of highlighting one’s individuality in offering exclusivity. This was expressed as ‘Only if you want something no one else has’ and brought out one’s ‘sparkle within’ through the stories consumers shared or what The Jewel Box had to offer in their pieces. Identity Counsel was involved in several initiatives that facilitated reaching out to consumers through events, PR and advertising in ensuring the brand narrative stayed true and brought the brand closer to its consumers.