To create a new, vertically integrated jewellery brand operating in the US and Canadian markets, founded by jewellers with decades of history.
Devotion Diamonds
Creating a challenger luxury jewellery brand
Devotion creates distinctive, high-end diamond jewellery for discerning brides with a strong sense of design and personal style. Our goal: to distinguish Devotion as a visibly superior brand equipped to compete with established luxury players.
Challenge
Solution
We created a sumptuous palette of visual elements, combining a confident, classic logotype with a delicate ‘filigree’ symbol – an intertwined ‘D’ motif suggesting both craftsmanship and marital union. Having designed a signature ring box, we liaised with suppliers in China and the US, enabling a swift process from prototype to production. For the flagship store, we collaborated with sign makers and cabinet-makers, delivering specifications and keeping a close eye on production values.
Attention to detail is always important, especially for a luxury brand. To ensure consistently high standards – online, in print and in-store – we provided dedicated support throughout the implementation process. We also designed and developed a responsive website, launched in conjunction with the opening of Devotion’s flagship store at the Roosevelt Field Mall, Long Island.
Devotion has gone on to form a partnership with De Beers jewellery brand Forevermark to introduce a new brand of exclusive bridal and fashion jewellery. Every Forevermark diamond is completely natural, hand-selected and comes with the promise that it is beautiful, rare and responsibly sourced.