Jewellery is not a product people readily associate with online shopping. There are natural concerns about transactional security and the authenticity of the product. We had to overcome this resistance without losing out on the glamour and allure associated with jewellery.

To achieve this, we developed an approach that blended rational and emotional elements. We juxtaposed a compelling, straightforward headline and informative body copy with photographs of a glamorous model wearing the products. The layout used elements of jewellery throughout, adding to the rich look.

The series of pictures used in the campaign reflect varying moods and styles, providing the right balance to the rational appeal of the headline and copy.