Janet Mavec Jewelry | Brand Development
Janet Mavec Jewelry (Formerly “Orchard Jewelry”) is a fine-jewelry designer & manufacturer, run by renowned industry-veteran, Janet Mavec (formerly of J. Mavec & Company). Their line of nature-inspired, everyday Jewelry had achieved much success in direct-to-consumer online sales, however, it also struggled with defining and differentiating its brand from prior enterprises founded by its owner (which were more focused on the extremely high-end segment of the industry – often adorned by celebrities and included signature pieces for The Frick Collection and The Morgan Library). While an association with such success would normally be quite positive, for the client, it was somewhat challenging, as the brand’s offerings were priced more affordably within typical customer markets.
The client sought a revamped brand and accompanying brand voice (both in product descriptions and broader copy) to distinguish themselves and convey the value proposition of this new line. We noticed inconsistency in the voice, tone, and prior approach, and sought to create a new direction which would more directly engage potential customers. This brand development & product-copy project involved a wide range of business development and strategy initiatives.
Facing the complex challenge of identifying and developing a brand voice that was both “grounded” (in its relationship to customers) and “elevated” (in its product quality and status), we sought to root Janet Mavec Jewelry’s tone within the Earthly world through an emphasis on Nature – something accessible to us all – and to uplift & add eminence through intrigue-inducing poeticism and references towards the grand universals of life. From this redesigned brand voice, we created company identity materials (e.g. slogans, “Made by Nature. Finished by Hand”), wrote product copy, product descriptions, and concepted accompanying email marketing campaigns.
Janet Mavec’s designer line of nature-inspired jewelry has been featured in publications like “Martha Stewart Living” magazine, Vogue, The New York Times, the Huffington Post, and Elle Magazine.