MY Golshi – Redefining a Classic Jewelry Brand for a New Generation.
Jewels Connections, a 25-year-old diamond producer, needed to expand its brand beyond its niche. Known for quality, the company aimed to attract a younger audience with new views on luxury and jewelry.
Solution:
To modernize the brand and broaden its reach, I developed a new sub-brand, MY Golshi, catering specifically to a younger, style-conscious audience. The vision was to create a vibrant, witty brand identity that reflects a youthful tone across all customer touchpoints, from product presentation to digital and social media assets.
Strategy:
The approach focused on reimagining luxury in a way that resonates with today's digitally savvy consumers. I built the MY Golshi brand from the ground up, incorporating design elements and messaging that feel accessible yet premium. This involved crafting a cohesive visual language and voice that remained consistent across all channels:
Brand Identity & Visual Language:
I established a lively, playful design aesthetic to match the brand’s tone, embedding it across packaging, product tags, and all physical collateral. The identity emphasized approachable luxury, making each piece feel like a piece of self-expression rather than a traditional status symbol.
Digital & Social Media Presence:
The digital strategy included a website redesign for a fresh, mobile-friendly experience with easy navigation. Social media assets showcased the jewelry's style with catchy captions and striking photos to attract the target audience. With no physical stores, I also led the creation of a virtual fitting app, allowing customers to try on pieces online—making the brand accessible and fun for younger shoppers.
