Gem and Jewels

Gem and Jewels

Which G&J Girl Are You?

It is very hard these days to have that personal touch from a jeweller without the price tag that goes with it. In order for the public to get an unique piece of jewellery, they would have to pay quite a bit. This is something not every customer can do. They're alienating the majority of the mass market, something that any jeweller would not want to do.

The brand 'Gem and Jewels' on the other hand might have figured out a way to get round this with their campaign, "Which G&J Girl Are You?" A collection of jewellery that has the idea of making the public feel like they are part of the G&J brand. The question entices the viewer to see what group of girls they belong to. This makes the customer spend a lot longer browsing the jewellery to decide if the pieces they like the best match their personality.

"Which G&J Girl Are You?" is divided up into six groups. Each one has a name and unique collection of jewellery assigned to them. Along with this are the beautiful images of the typical glamorous G&J girls that wear them. The names, description and beautiful images describe who the jewellery has been made for. With a range of different styles throughout the collections, G&J covers most girls personalities.

The "Which G&J Girl Are You?" campaign gives the buyer the feeling of customization, but also allows them to feel like the jewellery has been made with their personality in mind. With a description for each sub group of jewellery, the buyer isn't only looking at the wearable items, but the whether the jewellery is the one for them.

Gem and Jewels is working the problem of bringing customisation to the public. Although buying the jewellery itself is a little different from normal with the purchaser having to make an enquiry before buying. The "Which G&J Girl Are You?" campaign has allowed a few more customers the ability to have something that's a little more personalised than other brands.