SA Gems
SOUTH AFRICAN DIAMONDS PRIVATE COLLECTION

OBJECTIVE
Establish a differentiating brand position that creates an emotional and motivating relationship with the target audience.

STRATEGY
South African Diamonds are the standard by which all the world’s diamonds are measured.

RATIONALE
The world’s largest and most legendary diamonds are mined and cut in South Africa. They carry a level of prestige and quality no other diamond can match.  

TACTICS
Photographed entirely in South Africa, the imagery captured the love of two people against the backdrop of nature’s splendor.

RESULTS
Within the first year of the new brand positioning, distribution of the program has expanded to nearly 100 of the best independent jewelers in America.