Context

Jeweler Collective was an idea stemming from a research exercise, stating how challenging it is for users in the US to navigate through multiple jewelry websites to pick what they really love. This got us to think of an easy platform with well curated pieces from multiple jewelers, from across the globe. But, we didn’t want to just create another e-commerce. 

We wanted to ensure this becomes a stage for small, or big jewelers to display their designs, their piece of best jewelries they have.

Approach

We decided to take the cultural route. We positioned JC as a well-curated platform, who has an eye for very valuable but priceless jewelries which signifies wonderful cultural stories. Jewelry is the oldest cultural symbolism. Also the most invaluable material an individual can possess. It enhances and expands one’s identity.  

We started to identify sellers who own and sell such culturally significant pieces.

From the American hip-hop culture to the traditional Indian temple jewelries, we started to collect not just the jewelry, but even the stories. So stories of jewelries, the sellers and the way we identify them, became our way to reach out and connect with our audience. 

We decided to engage with select influencers who would be keen to create their favourite collection and promote our brand and pieces. 

In a way, JC is becoming a brand which is aiming to blend cultures, beyond borders, through jewelry.

From the choice of models for photoshoot to, influencers to even the products and seller stories, we keep ensuring JC rivets on the cultural diversity and inclusivity as key expressions.