The Story Behind the Sparkle
Gemvara is an online jeweler where you can create highly customized jewelry—from a $10 trinket to a $500,000, monster-diamond engagement ring, and everything in-between. This fact, coupled with a competitive landscape at every level—from Tiffany to Kay—made for a particularly challenging positioning and branding exercise.
What we were after was distinction and meaning. Jewelry, whether you’re buying it for yourself, or for someone else, is always personal and we wanted to create an experience and a story that would demonstrate that this is all about you.
Custom “makers mark” looked high-end, alluded to a history, and avoided the need to have Gemvara printed on the jewelry
A unique pattern was created based on the facets of a gem. This became a signature element that helped to create visual distinction.
Not many people knew that the jewelry wasn’t created until the order was placed. From there gems were hand-chosen by Tiffany’s former gemologist, and each piece was hand assembled. This was a story we felt was really important to understanding the unique and personal nature of each creation.
