Corporate Design of a Luxury Jewelry Brand

The demand for high-quality jewelry remains unbroken. Jewelers and luxury watch stores in Germany saw a two percent increase in revenue to €4.74 billion in 2018 compared to the previous year (Source: Federal Association of Jewelers BVJ). Reasons for this include the ongoing shift to tangible assets due to low interest rates and the continued demand for luxury goods.

However, there’s a need to differentiate: While the appetite for lavish “bling-bling” jewelry dominates emerging markets with a need for luxury (especially in China), many western industrialized countries are witnessing a departure from superficial luxury. This type of luxury is mainly represented by globally-operating, high-priced jewelry brands such as Chopard, Bulgari, etc. The worldwide availability of these collections has led to a sense of oversaturation and weariness among customers who seek exclusivity. (See discussions by M. Gros/Dana Thomas). While owning an expensive necklace from a globally-presented jewelry retailer can manifest one’s social status – simply because insiders know its price/value – it’s essentially one among many who can afford this luxury. The consequence is a perceived devaluation – of both the jewelry, the brand, and the individual wearing it. Exclusivity and mass do not coexist. This is the opportunity for exclusive niche brands like Elena de Ybarra.

Market Positioning of Elena de Ybarra

The Elena de Ybarra brand stands for individual, exclusive jewelry quality beyond superficial “bling-bling” designs. The pieces are characterized by excellent stone quality/purity, simple pure elegance and sophisticated design, and impeccable craftsmanship down to the smallest detail.

The Elena de Ybarra brand targets modern, independent cosmopolitan women. She is professionally successful, open to new developments, cultured, educated, tamedly extravagant, original, creative, and hedonistic, placing great value on emphasizing her individuality. She possesses education, culture, style, travels the world, and has the right contacts derived from her traditional upbringing.

In this context, jewelry plays a central role. In order not to be drowned in the “bling-bling” mainstream of established luxury brands, she deliberately seeks exclusive niche offerings that allow for clear differentiation. This means that each piece of jewelry that suits her must be as unique as she is. It must inspire her, simultaneously revealing her personality and lifestyle, aligning with her essence. Ideally, it reflects her personality, completes her – crowns her self. The only condition: The value of the jewelry must be immediately recognizable – in the design with its own signature, the quality/purity of the stones, and impeccable craftsmanship. In other words, it must not fall short in these categories compared to the jewelry of established luxury brands; if possible, it should exceed them.

Brand Development

The focus is on the development of a strong corporate design. This communicates Elena de Ybarra’s core values credibly and compellingly across all media.

Communication Strategy

In the initial phase, Elena de Ybarra is a “hidden gem” for all women who want to emphasize their personality with individual, high-quality genuine jewelry. Initially, the customer base is naturally limited but grows steadily – primarily through word of mouth and recommendations. Private events. When a friend or acquaintance sees her jewelry around the neck, arm, or finger, they will ask for the brand name or creator. This way, the awareness of the Elena de Ybarra brand will steadily increase over the years, and on the other hand, the person Elena will be consistently promoted in the press.

www.elenaybarra.de

Credits:

Jewelry Design by Elena Ybarra,

Photography by Klaus Stemmler for stills,

Peter Hönnemann Photography for portrait,

Urbanstudio Berlin for web design and programming,

Angela Fuchs Interior Design,

Gesine Gold Corporate Design