J’Lure

    Exceptionally Brilliant
    Jared, part of Signet Jewellers, set out to create a premium jewellery brand where customisation takes center stage. J’Lure was envisioned as a brand that would redefine modern love, giving customers the freedom to express it in their own way. It needed a name, a distinctive identity, and a compelling brand world that would position it as an aspirational yet deeply personal offering in the luxury jewellery space. Our role was to build J’Lure from the ground up—developing a name that resonated, a visual language that felt iconic, and a brand experience that seamlessly integrated into Jared’s universe while standing apart as a leader in lab-grown diamonds.
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    MADE FOR THE HEART
    J’Lure’s brand identity was crafted to reflect modern luxury with a timeless edge. The challenge was to maintain a connection to Jared’s legacy while creating a brand that spoke to a new generation of jewellery buyers—one that values both personal expression and high design. The result was a refined and contemporary visual identity, balancing elegance, boldness, and innovation. The typography, logo, and colour palette were designed to elevate the perception of lab-grown diamonds, making them as aspirational as their mined counterparts. The identity system gave J’Lure its own distinctive presence while reinforcing its position as a premium brand within Jared’s portfolio.
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    DESIGNED TO CAPTIVATE
    J’Lure was brought to life through a global visual campaign shot across multiple locations, capturing the essence of modern luxury and personal storytelling. The creative direction balanced high-fashion editorial aesthetics with intimate moments of self-expression, ensuring the jewellery felt both aspirational and deeply personal.
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    A Digital-First Launch
    The creative campaigns and high-impact content drove awareness and engagement. From social storytelling to e-commerce integration, every touchpoint reinforced the brand’s identity as modern, elegant, and brilliantly distinct.
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