SUÁREZ

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.

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.

Company website: www.joyeriasuarez.com