Last but not least, all My Jewellery collections have their own story. When the webshop had just gone live, there were a lot fewer resources than now to present a collection. Today, the branding team, in close cooperation with Sharon, focuses daily on telling a story through every collection. This includes determining the use of colour, fonts and tone of voice, but also the look and presentation of all mood images. For example, our models are mostly young women who work in our office or who are still studying. At My Jewellery, we think it’s very important that women see themselves reflected in the young women wearing the items. This makes it a lot easier for you to imagine how this item would look on you.
We then look at how all this can be integrated across all online channels and boutiques. This is how we make sure at My Jewellery that every woman gets the same great feeling when a new collection is launched, both online and in the boutiques!