Reviving a Jaipur jewellery house for Gen-Z
Suvarna Jewels is a 40-year-old jewellery house in Jaipur competing with fast-moving D2C brands. We rebuilt the identity, packaging and digital experience to speak to modern brides without losing heritage credibility.
- Reposition as a modern heirloom brand for 25–35 y/o buyers
- Launch a scalable Shopify store with try-on visuals
- Drive footfall to the flagship showroom during festive season
- 40 years of visual equity that couldn't be discarded overnight
- Fragmented catalogue across WhatsApp, printed lookbooks and store
- Instagram audience skewing 45+ with weak engagement
12 in-depth interviews with recent brides across Jaipur, Delhi and Ahmedabad, plus a benchmarking study of 20 D2C jewellery brands.
Rajasthani miniature art, contemporary editorial fashion, warm gold foil, deep maroons and quiet luxury references from global heritage houses.
'Modern heirlooms, made in Jaipur' — a positioning that celebrates craft while making the brand feel current, editorial and giftable.
Selected work from the launch
How we shipped it
- Step 1Discovery
Stakeholder workshops and audience research across 3 cities.
- Step 2Strategy
Positioning, brand architecture and messaging framework.
- Step 3Identity
Wordmark, motif system, palette and typography.
- Step 4Applications
Packaging, invites, stationery and campaign visuals.
- Step 5Digital
Shopify store, catalogue and Instagram launch playbook.
Real, measurable outcomes
First Gen-Z bridal collection sold out in three weeks. Instagram followers grew 2.4x in one quarter and average showroom footfall rose 38% during Diwali.
“ZUPIX gave our 40-year-old jewellery house a language young India actually wants to wear. Diwali was our best festive season on record.”
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