Jewel of Africa
Jewel Of Africa is world-class jewellery manufacturer whose pieces are made in Zambia, by Zambians. Their integrated business model comprises of ethically mining, cutting and polishing, manufacturing and retail. Their eclectic jewellery designs are globally worn, cutting across geographical and cultural barriers.
Jewel of Africa was in need of a fresh, elevated brand identity to align with their internationally recognised company.
Our team created a strategy to include online marketing through five social media platforms comprising of static, animation, video production and copywriting. Our focus was on bringing awareness to the abundance of top quality gemstones Zambia has to offer. This was achieved through monthly campaigns which centred around specific Zambian birthstones.
Our target markets included local and international markets, the largest being the USA. We therefore established quarterly ‘umbrella’ campaigns which aligned with the American seasons. Each season had a theme, for example: Sensations of Summer, Fusions of Fall.
Alongside the monthly campaign roll-outs, our team created parallel campaigns to highlight the incredible work Jewel Of Africa does for the community, the UNHCR Refugee Program and conservation around Zambia. One such campaign ran during World Refugee Week in which we marketed Hope Bracelets crafted by the Refugee trainees with a percentage of the earnings donated back to the Refugee Program.
Our team also took on a re-haul of the Jewel Of Africa Website with new and updated images and designs to maintain a consistently elevated brand image.
Client: Jewel of Africa
Work Undertaken: Production, Design & Content, Digital Marketing