Can Jewellery Be a Symbol of Female Empowerment?
Traditional fine jewellery advertising often sets women up as a grateful recipient, but what about the women who buy jewellery by themselves, for themselves, because they can?
When luxury jeweller, Annoushka, tasked us to launch her Crown Rings collection with a campaign that steps outside the fine jewellery mould, the brave question we asked ourselves was ‘how do we make Crown Rings a playful symbol of female empowerment?’
The bold answer we put forward was to break from the soft focus image of fine jewellery, by making an empowered visual statement for jewellery and women.
Our Rule The World print, store and digital campaign features a diverse set of female hand models showing off the new Crown Rings in a playful and powerful way, sharing messages of empowerment in Universal Sign Language (USL).
With two-thirds of people who purchase fine jewellery in-store conducting their research online first, or being influenced by social media, digital connectivity played a central part in our campaign.
By reaching the audience through web, social, print and store windows, the launch of the Crown Rings collection, through our Rule The World campaign, connected the consumer journey taken by fashion-forward women from inspiration and research through to purchase.
“Annoushka has always designed her pieces with strong, independent women in mind and The Crown Ring is the ultimate tribute to feminine power,” explains our Managing Partner, Claire.
The campaign rolled-out online and on social channels on 8 May and will also feature across window displays at the Annoushka flagship store on South Molton Street, London, and in ads in high-end fashion and jewellery titles, including Vogue and Tatler, in the coming months.