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Galene Jewellery

30 Sep by

Galene Jewellery

CLIENT

Private Investor/Entrepreneur

Location

Taiwan, ROC

SERVICES

Brand Strategy | Naming | Product Strategy
Building a luxury brand for Asia’s elite jewelry connoisseur

When we were young, we pretended Jolly Ranchers were emeralds and rubies. Now that we’ve seen the real thing, we know the difference between candy and carats. Galene is a fine jewelery brand that was getting buzz even before the launch of their first collection.
WHAT WE DID

b. on brand was charged with establishing the brand name, positioning, brand experience, and the core values. Key to this was to highlight Galene’s differentiation from traditional Asian jewelry brands, with a European-influenced level of design and customer experience.

b. on brand worked with the client to refine the brand positioning and develop the name, brand story, and a set of core values that could be authentically translated into the products and services. We proposed a set of marketing strategies to attract and retain the key customer with strategic events and a unique by-appointment boutique experience.

For the name, we found inspiration in coral’s mythological meaning during Greco-Roman times and developed the name and brand story of “Galene,” who in Greek mythology is he goddess who personifies calm seas.
NOTEWORTHY
The brand recently opened its first by-appointment headquarters and boutique in an historic Art Deco building as well as a shop-in-shop in Taipei 101.

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