Zoya has long been regarded as one of the finest luxury jewelers in India. Very few competitors can rival Zoya when it comes to quality, but several were outpacing Zoya in terms of digital presence. Our mission was to bring this classic, high-end brand to the web in a way that had broad reach but still felt appropriately refined.
We began by repositioning Zoya from simply being a jeweler to being a curator of experiences that mirrored the aspirations of the target audience. Luxury travel, style, and cuisine were great vehicles for creating highly targeted content that felt very exclusive and very personal. The elegance of the product was delicately woven into each piece of content, and this exercise in restraint kept the brand’s sophistication and credibility intact. On social media, we leveraged this content to build communities of like-minded women, which exponentially increased the brand’s visibility.