AVON JEWELRY REBRANDING
Avon was once widely known for its beautiful and unusual costume jewelry, but had lost its relevance over the years. The vintage items are now highly collectible, but Avon’s current jewelry wasn’t selling. The solution: We created a new destination, “The Signature Collection “ and showcased the products as fashionable, aspirational, but extremely wearable. We changed the entire jewelry look and feel: large still lifes that felt environmental, alongside models whose more laid-back styling showed how to incorporate jewelry into everyday wear. The website offered styling tips, and info about things like jewelry care and metals. This new approach made a tremendous impact on the jewelry business—sales increased by 16% in the first 3 months of its relaunch.