Happy Friday,
How was your week?
Mine was filled with cake—chocolate, red velvet, and even one made of cotton candy—to celebrate my youngest's 9th birthday.
Cake is for celebrating; like jewelry, this is not an everyday thing. Like cake, it is given and rarely bought for oneself (unless you're protesting like Tina Fey).
And luxury jewelry brands are making sure of it. Their positioning is one of status, exclusivity, unattainability and unaffordability. Actress staring at your soul to elaborate music while running into the wild. (can you picture it?) Chanel, Gucci, Louis Vuitton, Bulgari, Cartier; all feel like the craziest Treat-Yo-Self day Tom Haverford would have if he was born in the 1% of the 1% of the 1%.
And, like for every industry, there comes disruption. Just think of Michael Kors' luxury positioning by association, achieved a while back simply by advertising in high-end magazines.
High-end jewelry is also given a run for its money with Mejuri, whose mission is to turn fine jewelry into an everyday occasion. Giving modern-day Girls vibes, A New York Minute is the first of three series 3 directed by fifth-generation filmmaker Gia Coppola for the Canadian brand.
An apparent departure from previous territory such as the new luxury, We Stand for Something or Be Your Damn Self, their latest campaign is breaking every jewelry luxury brand code, capturing the magic of the mundane while reinforcing affordability, inclusivity, and attainability.
The Grocery Store has almost no branding. We witness a few girlfriends' grocery shopping trips to the sound of a busy New York and non-forced jewelry wear showcasing.
Establish brand codes are everywhere,
And breaking them in an authentic way is a chance to become memorable in a sea of sameness.
Like having cake for breakfast on your birthday at my house
Happy birthday, Cece❣️
See you next week
Comments