REVELATION
BY CRAFT DIAMONDS
BRAND NARRATIVE: CREATE NEW TRADITIONS
​Introduction: CRAFT Diamonds is on a mission to redefine the value system around diamonds to reflect the new traditions of today. With the launch of our new brand, "Revelation," we aim to offer a fresh perspective on diamonds, making them accessible in a way that feels luxurious, momentous, and unique. We believe that everyone deserves the opportunity to create new traditions with diamonds, navigating the age-old customs in a modern and inclusive manner.
​
Challenge: The traditional diamond industry has long been associated with rigid conventions and exclusivity. The value of diamonds has historically been tied to societal norms that often exclude a broader audience. As the world evolves, so do the values and traditions of individuals and communities. Our challenge was to launch a brand that resonates with today's audience—one that is open to challenging norms and embracing new traditions that align with societal and planetary values.
Solution:
"Revelation" by CRAFT Diamonds was conceived to address this challenge. Our approach centered around three key pillars:
-
Inclusivity and Accessibility: We believe that luxury should not be confined to a select few. "Revelation" diamonds are designed to be accessible to a diverse audience, regardless of their background or financial status. By offering a range of options and price points, we ensure that everyone can experience the joy of owning a diamond.
-
Sustainability and Ethics: In today's world, consumers are increasingly mindful of the environmental and ethical impact of their purchases. "Revelation" diamonds are sourced responsibly, with a commitment to sustainable practices and ethical standards. We aim to minimize our carbon footprint and ensure that our diamonds contribute positively to both people and the planet.
-
Modern Luxury: Our brand narrative, "CREATE NEW TRADITIONS," is at the heart of "Revelation." We encourage our audience to redefine what luxury means to them and to create their own traditions with our diamonds. Whether it's marking a personal milestone, celebrating a unique bond, or simply indulging in the beauty of a diamond, "Revelation" offers a modern and personalized approach to luxury.
SERVICES
Magazine Advertisements
The secondary symbol is a stylistic interpretation of a diamond. Bursting with character. It represents the
grown nature of our diamonds with an eminating quality.
Timeless and everlasting, our color palette is simple and straightforward. Iridescence is used to add a spectrum
of color, symbolic of a diamonds shine.
SECONDARY SYMBOL
COLOR PALETTE
.jpg)
IMPLEMENTATION
The launch of "Revelation" involved a multi-faceted strategy:
-
Brand Storytelling: We crafted compelling narratives around real-life stories of individuals creating new traditions with "Revelation" diamonds. These stories were shared across our digital platforms, resonating with our audience on an emotional level.
-
Innovative Marketing: Leveraging social media, influencer partnerships, and experiential events, we engaged with our audience in meaningful ways. Our campaigns highlighted the inclusivity, sustainability, and modern luxury aspects of "Revelation."
-
Customer Experience: From personalized consultations to seamless online shopping experiences, we prioritized customer satisfaction. Our dedicated team ensured that every interaction with "Revelation" was memorable and aligned with our brand values.
.jpg)
.jpg)
ADDITIONAL CAMPAIGN: THE SUSTAINABLE LUXURY INITIATIVE
Twenty months after the initial launch, we observed a significant drop in the prices of lab-grown diamonds. To address this shift and continue promoting "Revelation," we launched the Sustainable Luxury Initiative. This campaign focused on educating trade partners and jewelers about the growing demand for sustainably sourced luxury items.
​
Market Research and Statistics: We gathered data from various trusted sources to highlight the increasing popularity of lab-grown diamonds. Some key references included:
-
Lab-grown diamonds becoming more popular choice
-
An updated look at the lab-grown diamond market: size, pricing, and more
-
Measuring the lab-grown diamond market: size, growth, and future opportunities
-
Lab-grown or natural diamonds? The choice is getting clearer for consumers and retailers
-
Can lab-grown diamonds replace the real thing?
-
Manmade diamonds demand
Targeted Marketing: We developed targeted marketing materials that showcased the ethical and sustainable advantages of lab-grown diamonds. These materials were distributed to trade partners and jewelers to educate them on the benefits of promoting "Revelation" diamonds.
​Trade Partnerships: By collaborating with key trade partners, we ensured that "Revelation" diamonds were prominently featured in jewelry stores. This helped us reach a broader audience and reinforce our commitment to sustainable luxury.
​
Results: The Sustainable Luxury Initiative reinforced "Revelation's" position in the market. Key achievements included:
-
A 25% increase in partnerships with jewelers and trade partners.
-
Enhanced brand reputation for sustainability and ethical practices.
-
Continued growth in sales, despite the market fluctuations in diamond prices.
​
Conclusion: CRAFT Diamonds' "Revelation" has successfully challenged the traditional norms of the diamond industry. By redefining the value system around diamonds and promoting inclusivity, sustainability, and modern luxury, we have created a brand that resonates with today's audience. The additional Sustainable Luxury Initiative further solidified our commitment to these values, ensuring that "Revelation" continues to create new traditions for the modern world.
