Who.

IGC BRAND SERVICES

IGC provides a comprehensive range of products, services, and tools for experienced independent jewelers who want to stand out and be competitive in a rapidly changing market.

What.

– Brand Strategy
– Packaging Design
– Print Design
– Web Design & Development
– App Design & Development
– Photography
– Video Production
– Digital Marketing

Stigma

The 2006 release of the movie “Blood Diamond,” coupled with a financial recession, created a crisis for IGC’s “Southern African Diamonds” line of diamonds jewelry. With demand for diamonds waning and stigma growing, IGC realized they needed to target a new audience while promoting consumer confidence through open communication about their ethical sourcing practices.

Simply Beautiful

Rebranded as Naledi Collection, IGC launched a line of stylish engagement and wedding rings through a captivating shopping experience powered by a mobile app that was targeted at millennials. The “Simply Beautiful” message spoke to the brand’s beautifully uncomplicated designs, ethical sourcing practices, and straightforward sales process.

THE ORIGINAL BRANDING

The Southern African Diamonds brand relied heavily on imagery that harkened back to 1930’s colonialism.

igc book pages

THE REBRAND

The new Naledi Collection brand is targeted at Millennials making bridal purchases, and focuses on high-fidelity jewelry photography paired with modern lifestyle images.

Naledi Desktop image collage
Naledi IGC rings

Website & Mobile Apps

Rich, engaging user experiences connect consumers with products and then directly to retailers.

Naledi IOS App
Naledi Collection page on desktop

SMART KIOSK

In-store engagement tools, powered by an iPad app, provide a self-directed sales experience.

Naledi kiosk

THE OUTCOME

Over the course of the “Simply Beautiful” campaign, IGC Brand Services saw revenue increases of 250% over a time period where their industry grew only 37%, and deployed the Smart Kiosk in-store experience to 80% of new retail partners.