JEMMIA
DIAMOND
A luxury jewelry brand campaign that transforms gifting anxiety into playful mastery, positioning Jemmia as "the ultimate cheatcode for love".
Client
Jemmia Diamond
Duration
4 months
Services
Luxury Branding
Campaign Strategy
Creative Direction
Digital Marketing
Team
Luxury Brand Strategist
Creative Director
Campaign Designer
Digital Marketing Specialist
Campaign Story
ACE THE GIFTING GAME
In the mind game of love, even the closest hearts struggle to guess what the other truly wants. Every "It's fine" hides a boss level, one that takes brains, luck, and a little bit of nerve to clear.
This 20/10, Jemmia entered the chat not as a jeweler, but as "the ultimate cheatcode for love", turning gifting anxiety into playful mastery. With wit, charm, and a wink, the campaign transformed diamonds from mere sparkle into the smartest move you'll ever make.
Because when you gift Jemmia, you don't just win her heart, you ace the whole game.
Project Gallery
Project Activities
Brand Strategy
Developed a unique brand positioning, transforming Jemmia from a jewelry brand into "the ultimate cheatcode for love"
Brand Identity Design
Created a modern, luxurious visual identity system with smart and witty messaging
Communication Campaign
Developed the "Ace the Gifting Game" campaign with creative content and unique approach
Customer Experience
Designed jewelry shopping experience that transforms anxiety into mastery and confidence
The Challenge
Transform the traditional jewelry gifting experience by addressing the common anxiety and uncertainty people face when choosing the perfect gift for their loved ones. In a competitive jewelry market, how can Jemmia stand out and create a strong emotional connection with customers?
Our Solution
We repositioned Jemmia not just as a jewelry brand, but as "the ultimate cheatcode for love", creating a playful campaign that transforms gifting anxiety into confident mastery through smart, charming messaging and creative communication strategy.
Results Achieved
Successfully repositioned Jemmia as the optimal solution for gifting challenges
Increased brand engagement by 300% during peak gifting season
Created viral campaign content with target customer audience
Established Jemmia as a modern, accessible luxury jewelry brand
Strategic Partnership
Jemmia Diamond is one of JOY Creative Studio's key strategic partners. Together, we have created breakthrough campaigns that redefined the approach to the luxury jewelry market in Vietnam.