Kiaia London
Project development and result
Problem and starting point
Francesca Ruggiero, an Italian former finance executive turned jewellery designer, approached us to provide suggestions meant to elevate her brand’s (Kiaia) general approach to branding and communications.
This while keeping the brand relatively small, as it is basically a one-person operation.
Process
Several weeks of engagement with the brand and its current status, its owner, including a collective in-person meeting (as welll as others online) with Ms. Ruggiero and a process of benchmarking, comparison with similar (and not so similar) brands and research led to the suggestion of multiple potential paths forwards for Kiaia.
Results
Several recommendations were made regarding different aspects relevant to the problem, which could be applied using a multi-plattform approach on the relevant outlets such as Instagram (and other social networks), print media, a redesigned website, as well as a potential newsletter and a short documentary which could then spin-off video content for social media. Among these recommendations were:
New website with more focus on people and its relationship to the jewellery,
More focus on the coins’ history, stories and processing,
Exploit and highlight Ms. Ruggiero’s expertise through content for social media and potential articles on jewellery publications,
Integrate customers into Kiaia’s communication strategy, especially the bespoke ones, when possible,
Consider participating in trade/industry events in Europe, America and Asia.
Mockups used to illustrate the recommendations.
Social media strategy recommendations
Stronger and bigger focus on customers and their relationship to Ms. Ruggiero.
More emphasis on the coins’ histories, sourcing and processing.
Focus on the bespoke jewellery design process, from the moment a piece is requested until it is handed to its owner.
Mockups used to illustrate benchmark examples - screenshots from jewellery brands Milamore and Fernando Jorge.
Website recommendations based on benchmarking and competitor analysis
Better use of photography and storytelling on the website, with special focus on people wearing the pieces.
Featuring of client’s feedback / stories / relationship with Ms. Ruggiero.
Creation of content built around the coins’ processing by the craftsmen tasked with adapting them into the designs made by Ms. Ruggiero.
Best practices from other brands
In order to provide tangible examples that could be immediately applicable to Kiaia’s case, several other players in the industry were analysed in order to gather some of their best practices when it comes to communicating themselves and their craft.
Three jewellery brands with different heritages (Almasika, Fernando Jorge and Milamore) were selected and from them multiple lessons were learned and suggestions built upon them, such as:
Well-structured, photo-heavy websites.
Multiple well-produced photos per product, as well as video.
Focus on the designer’s process, focus and story.
Special bespoke section with clear ways to initiate contact.
Use of interactive 3D-renders of the pieces.
