Case study
Faidee
Research & Brand Strategy
TRANSFORMING FIVE GENERATIONS OF RUBY SOURCING INTO A HIGH JEWELRY BRAND
The Ask
“We are a family-owned business that has been sourcing the world’s best rubies for five generations…..We now want to become a premium high jewelry brand that people will feel an intense emotional and personal connection to.”
The Solution
STRE worked with Faidee monthly as brand guardians. We began by formulating a brand strategy grounded in market research of the competitive high jewelry landscape and consumer interviews with Faidee clients. We recommended a strategic shift from a positioning centered on the superiority, know-how, and investment in rubies to one emphasizing design, creativity, and luxury. Our intention with this strategic adjustment was to position Faidee as a 'high jewelry brand that inspires and excites,' shifting away from being perceived merely as a 'source of rubies'.Building on the brand strategy, STRE also collaborated with Faidee on the development of the brand CI Manual, event ideation for their year-end galas in Monaco and London, and the creation of a social media strategy, along with monthly management of their Facebook and Instagram platforms.