To project the Suárez brand into the future, driving its growth.
Defining a new leadership culture in 21st century jewellery, expressed through a new brand experience.
Exposure of the brand to new creative areas and business formats.
Guiding the cultural transition towards the next generation of managers of the family company.
Family company brands are always both a challenge and a great opportunity. A challenge because the brand is so authentic, it comes to us well-defined by its name and with a legacy that normally goes back generations. Yet, it is a great opportunity because this legacy is of extraordinary differential value and, with the right guidance, can become a great asset. Furthermore, the long-term commitment of its managers is often better than that of managers of other companies.
We worked with Suárez several years after having created and launched Aristocrazy, its fashion jewellery brand. The irrepressible success of Aristocrazy gradually made updating the brand’s identity and value proposal more necessary. Whilst the new brand was perceived as innovative and sensitive to trends and fashion, Suárez remained linked to the world of traditional jewellery, to dynamics and concepts far removed from the consumers who were rapidly changing, with whom the brand could no longer keep up.
Gold Front View iPhone X Mockup by Anthony Boyd Graphics
However, to modernise Suárez and give it a flexible edge, we couldn’t use the same formula. Before, we had to get a grip on the extremely specific dynamics of the high-end jewellery sector. From the start, our aim was to create and lead its own pathway. After an extensive sociological analysis, and a very ambitious client research project, we were able to extract the key points required to form a modern, contemporary vision of what a new culture of 21st century jewellery, of international reference, but with solid, local roots, would be like.
We worked on the brand’s legacy, adding value to its history, its know-how, its knowledge of raw materials and shared family passion for jewellery as an art. To do this, we worked hand in hand with members of the Suárez family, spending time with them, sharing their environment and developing and devising a process that was intimately close to the two present generations managing the company.
Strong focus was turned to the great drivers of this transformation: new consumers, their new profiles, emotional patterns and demand for digitalisation. Suárez’s future success would come about through connecting with these.
The result was a complete brand renovation. It modernised the family legacy while leaving its DNA untouched, projected its own contemporary identity, open for the world to see, and connected with new areas such as contemporary art and fashion, enriched through ground-breaking collaborations. The launch has been welcomed by the market with open arms, which is reflected by a large increase in client numbers and turnover.
If you want to know more about this project, send us an email: firstname.lastname@example.org
On this website we use technologies such as our own and third-party cookies, and we process personal data, such as IP addresses and cookie identifiers, to personalize ads and content according to your interests, measure the performance of ads and the content and obtain information about the audiences who viewed the ads and that content. You can consult our Cookies Policy here. Cookie settingsAccept allReject all
Privacy & Cookies Policy
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.