Objective
The brand positioning was contemporary jewellery for young brides and as per the future business strategy changed to focus on heritage and traditional heirloom inspired bridal jewellery rooted in culture. The visuals had to signal a strategic brand repositioning — shift to traditional aesthetics of temple jewellery, Kundan, antique gold — styled with vintage bridal look.
Elevate perceived brand value by emphasisng craftsmanship, legacy, and cultural continuity.
Emotionally connect with brides and families looking for more than ornamentation — jewellery as cultural capital.
Reinforce jewellery as multi-generational investment, not just bridal accessory
Strategic Pivot
The new imagery assets was marketed showcasing the collection with emotional storytelling and used as a multi-channel campaign on social media, performance ads, personalised invites and whatsApp campaigns.
Personalised Invites
