To transform the branding for Vashi.com, previously known as Diamond Manufacturers, to create a new brand experience for customers and put diamonds on the map across the UK.
Vashi Dominguez is the man behind some of the beautiful jewellery designs at Vashi.com. We worked with the man himself to create a whole new experience for Vashi, building on his persona as ‘Your Diamond Expert’. It was important to get every element right in the rebrand to provide an even more personal and trustworthy experience for customers.
We worked with Vashi.com to create a new brand experience that would help raise awareness of Vashi’s love story with diamonds and his diamond creations, in London and across the UK. What started off as a small online store selling diamond rings, has now expanded into offering a variety of diamond jewellery and pieces most of us could only dream of owning. With strong branding, Vashi has been able to grow the business to six stores across London and Manchester.
We also created the team’s business cards which needed to represent the premium nature of the brand. The final design was a foil finished business card, that we handled with utmost care. We treat the brand and its assets with the same respect Vashi treats his diamonds.
As part of Vashi’s rebrand, we also improved website UI, ensuring the new website layout and positioning suited the business needs. The design was focused around the use of space and simplicity, reflecting the quality of products and allowing each diamond to really shine. It was important the website told Vashi’s story to help differentiate from competitors, and through aligning the design to Vashi’s core USPs (diamond expertise, bespoke designs and handpicked quality) we were able to position Vashi as an industry leader.
To give Vashi the visibility it deserved, we created product-led, seasonal and brand-led campaigns. We developed ideas with a conceptual hook and positioned each online campaign to reflect the bespoke nature of the diamonds and Vashi’s expertise. By drawing on Vashi’s background, this helped influence the brand’s defined personality and tone of voice.
We also helped grow brand awareness for Vashi by creating a re-marketing and engagement online display campaign to help drive interest. The display ads needed to feel personal with real-life customers involved as much as possible, and be able to be served across a large number of different formats. The campaign concept we created focused around '50 moments, 50 years guarantee' using real customers within the online campaign to encourage the brand to feel relatable, authentic and personal to each viewer.
- CEO of Vashi.com