Challenge

Arizona-based Saint by Sarah Jane jewelry launched its collection in 1997, with much of its success attributed to word-of-mouth advertising and a devoted, almost cult-like following. Saint had established itself as a viable company in the luxury jewelry industry: it was distributed in more than 45 markets across the country, including Neiman Marcus, Saks Fifth Avenue and other fine independent retailers nationwide. But the look and feel of Saint’s existing branding did not reflect the company’s national exposure and retailers were beginning to press for a new and updated look. Saint turned to Greteman Group to re-invigorate, rebrand and re-launch its still vital, yet dated, company.

Insight

Saint distinguished itself by creating bold designs, ensuring handcrafted quality and always utilizing premium materials. People who know about Saint By Sarah Jane love the jewelry and its creator, Sarah Jane Bourque. She names and creates a story for each of her pieces, and collectors especially prize Saint for the meanings behind the designs. Inspired by nature, each collection is designed to mark milestones in a person’s individual journey. Customers are drawn to the charming details that she communicates in one-on-one interactions.

While completing our discovery workshop with Sarah and her management team, we uncovered the essence of Saint jewelry: it is “distinct” and “soulful.” Saint designs are one-of-a-kind and the meaningful stories behind each of her pieces give her jewelry a spirit that is hard to find in the luxury jewelry market.

Solution

The new tagline — Mother Earth gives you roots. Saint gives you wings. — gives the brand a distinctive voice and communicates the soulful quality of the stories behind the design. We created a new timeless mark for the line evoking the intricate woven designs of Saint jewelry and also forming an “S” shape. We built the brand around a sepia photography style featuring nude models (discreetly posed) wearing only Saint jewelry. We added heavenly wings and ethereal cloud backgrounds to both model and product photography to create a consistent, distinctive look and feel.

The new copy voice and brand visual vocabulary were applied to an elegant ecommerce website; a clean, white stationery package featuring gold-engraved logo; a comprehensive press kit with the new model and product photography and biography of Sarah Jane; and an enews template to keep closer to her current clients.

Results

The new brand campaign was just the elevation Saint needed to get some serious exposure in the jewelry industry. Saint’s Simpatico Cross ring has been worn by Joey Lawrence and featured in People. InStore magazine loved the campaign so much, it created a special “gold” issue and featured on of the Saint brand images on the cover wearing the Sheldon/Turtle line. It won an Indesign Jewelry and Watch Advertising Award for best magazine ads using a model or celebrity. And Sarah Jane and her jewelry have been featured in numerous other publications such as Lee, NY Moves, Southern Accents, Jezebel, Modern Jeweler, JCK and Bridal Guide.