(Feature photo by Brooke Cagle on Unsplash)

Seems like everyone has a brand story: leaders, followers, the minority, the majority, the left, the right, the top, the bottom, the east, the west, our friends, foes, political parties, religions, bands, artists, the local artisan (pricy) coffee shop round the corner, and of course luxury brands.

Brand narratives have become accepted and used by everyone.

We’re all experts on story arcs.

Their very ubiquity might mean they have lost power.

But no.

As was pointed out at a recent conference on Truth, though brand stories may sound like fiction, we’re all still in the lab distilling facts and desires into a disciplined beginning, middle and ends.

It’s the holy mantra in luxury jewellery brand marketing and copywriting – and we do it well here at Anew, with over 25 years experience working in jewellery branding and marketing.

Though HNW’s/UHNW’s are brand literate, marketing-savvy consumers, and are highly aware of how these are arrived at, and why they exist, there are strong engaging stories out there.

Nowhere is more dependent on good brand stories than luxury jewellery.

The recent Royal Coronation jewellery narrative had a few things to say about itself, but here’s a small selection from other people:

Ruth Tomlinson

Unconventional beauty whether in the rarity of material or a curiosity in nature

Joseph Brooks Jewellery

Handcrafted, raw beauty, from the bedrock and punk rock

Shakti Ellenwood

Talismanic jewels created consciously while singing ancient Indian mantras and weaving spells, dreams and blessings into their very bones

G Suen

Linking tradition and innovation: dynastic craftsmanship is mixed with the latest technology

Sonia Petroff

Inspired by the archives of designer Sonia Petroff to make a confident, feminine style statement


Bringing nature’s rawness, imperfection and beauty to jewellery design that is inspired by the power of three female generations.

Fabio Salini

Former Cartier and Bulgari designer creating precious stones with innovative materials such as leather, rope, copper, bronze, ebony, carbon fibre and titanium

Bario Neal

A design-forward, women-owned and feminist company. leader in ethical sourcing and progressive manufacturing

David Yurman

One long art project. Fuse fashion, art and jewellery into signature design concepts revolutionized an industry, creating an entirely new category - American Designer Jewellery


Harks back to the traditional way of selling jewellery as they used to in places like India - based on weight of the metal and its inherent value. An interesting example of deep legacy made contemporary


Founded by two young Qatari sisters creating designs combining old Qatari style gold for modern daily use

And as Matilde herself said to us the the other day, its worth investing the time and effort to do it right

"For me it continues to be important to take my time and not rush. I think it can be easy to get carried away and almost ‘too excited’ about the growth of your brand that can lead many to make mistakes that could have been avoided if you had taken things slower and really considered them"

Who understands how to make brand narratives work excitingly on and offline?

We do.

Brands are not only storytellers. They are publishers, cultural agents of change, pioneers, social activists, environmentalists and must adapt to different fast-moving audiences.

Anew are brand development and marketing specialists for ambitious businesses of excellence. Whether it’s insight from research, strategic brand thinking, a new brand name and logo design, messaging, online and offline content or website development, we help companies increase brand profitability through sharper insights, distinctive propositions, creative ideas and faultless execution.

We are particularly adept at working directly with luxury jewellery brands, business owners, start-ups and entrepreneurs who are committed to sustainability, outstanding quality and craft.

Based in the heart of London, we'd be delighted to meet for a coffee, either face-to-face or virtually, to discuss any new projects you might be considering.

Get in touch here

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