Introduction:
In a joint venture between renowned designer and branding guru Alan Chan and myself, we proudly introduce ZNS Jewellery, a revolutionary brand that aims to redefine the fine jewellery industry in Hong Kong. With a century-old legacy, K.S. Sze & Sons faced the challenge of an aging customer base and the potential loss of a lease at Prince's Building. To address these issues, we embarked on a comprehensive brand strategy to create a new jewellery designer brand that resonates with the younger generation and offers a unique store experience.
Research & Strategy
After conducting stakeholder interviews and thorough customer research, it became evident that traditional jewellery shops lacked a distinct product identity and often relied on consignment models, which hindered control over product quality. This resulted in thinner profit margins and failed to leave a lasting impression on customers, particularly the younger audience. To overcome these challenges, we developed a brand strategy centered on creating a strong product identity, unique style, and an engaging store experience.
Unique Product Identity and Style:
With a focus on product development, I took charge of crafting jewellery pieces that exude a unique identity and style. By departing from the conventional approach, we aimed to create pieces that capture the imagination of the avant-garde art community and appeal to the younger generation. Their jewellery combines exquisite craftsmanship with contemporary design elements, reflecting the individuality and personal style of our customers.
The Unique Store Experience:
Alan Chan, with his expertise in visual identity and interior design, played a crucial role in creating a compelling store environment. Our goal was to provide a unique and immersive experience that resonates with our target audience.
The store's design reflects a blend of modern aesthetics and artistic flair, aiming to inspire and captivate visitors. We wanted customers to feel inclined to share their experience on social media, using ZNS jewellery pieces as a social badge that represents their unique personality and belonging to the avant-garde art community.
Successful Execution:
In late 2021, we opened the doors of the ZNS Jewellery store, and its success exceeded our expectations. Within the first month of opening, we achieved record-breaking sales volumes, and the store quickly became a go-to destination for younger customers seeking distinctive jewellery pieces. The allure of the brand's unique product identity and the immersive store experience drew in a new wave of customers, many of whom developed an appreciation for fine jewellery and later explored the offerings of K.S. Sze & Sons.
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