SPARKLING THE BLINGS
MADLY Jewellery, a renowned jewellery brand, seeks to revolutionize the perception of jewellery among its target audience. Currently, clients view their purchases primarily as investments, compromising the appreciation of design creativity and craftsmanship. Additionally, customers perceive jewellery as extravagant luxuries rather than cherished heirlooms. Furthermore, some potential clients perceive MADLY as prohibitively expensive without exploring the true value it offers. Lastly, lesser-known gemstones are unjustly considered inferior to the traditional "big 3" coloured gems. To overcome these challenges and redefine its brand identity, MADLY will embark on a comprehensive rebranding journey.
Over the course of 13 weeks, the SMU-X students went on to create impressive campaigns and even provided prototypes of the campaigns which they recommended Madly Gems to propose.
This culminated into a beautiful Instagram video which was a showcase of the students’ hard work.
Madly Gems is in the midst of bringing students’ ideas into fruition.
Through in-depth surveys and market research, the students unveiled key challenges faced by MADLY’s potential clients. Firstly, many viewed jewellery purchases merely as investments, focusing solely on carats and grams rather than the design creativity and craftsmanship. Secondly, some perceived MADLY’s jewellery as unattainable luxuries, missing the opportunity to appreciate the lasting value and meaning behind heirloom pieces. Additionally, certain members of the target audience considered Madly Gems as 'expensive' without exploring the true essence of their offerings. Finally, lesser-known gemstones were sometimes deemed inferior to the classic trio of Sapphire, Ruby, and Emerald.
Crafting the Campaigns: Armed with insights, the students creatively designed advertising campaigns to redefine the essence of Madly Gems. They carefully curated content that portrayed the jewellery as not just a monetary investment but an investment in eternal beauty and sentiment.
The Impactful Instagram Video: The culmination of the students' hard work resulted in a captivating Instagram video. This video served as a showcase of the campaigns' essence, portraying the elegance and emotions woven into each piece of Madly Gems' jewellery. The video resonated with our audience, sparking curiosity and admiration for our creations.
Project Outcomes and Ongoing Impact: The impressive campaigns and prototypes presented by the students have left a lasting impact. As MADLY Gems embarks on expanding to Dubai, we anticipate incorporating the students' concepts in their future endeavours.
“Madly Gems is extremely pleased with students’ work and as they are in the midst of expanding to Dubai, they have shared that they might implement some of the students’ ideas in Dubai.”
