We build brands from the ground up-shaping your visual identity, tone of voice, and strategic positioning into a cohesive, compelling package. Whether you’re launching something new, relaunching, or refining your identity, we craft brand ecosystems that are clear, bold, and built to last. Tailored guidance for founders, startups, and established businesses looking to refine or redefine their brand. Whether you're at the beginning or mid-way through a shift, we help you make confident decisions and align your brand with your long-term goals.

CREATE A BRAND
From naming and tone of voice to logo and visual language, we offer full brand creation services designed to launch your idea with clarity and impact.

RELAUNCH
Already established but need a reset? We revisit your brand’s foundation to realign it with your mission, audience, and aesthetic-ideal for businesses growing into new markets or evolving their purpose.

BESPOKE
Choose from modular options-from light refreshes to full overhauls. We help you assess what to keep, what to evolve, and how to relaunch with confidence.


STAGE 1: PLANNING
Darren Hildrow & Mimi Hoppen
  • Define the niche and unique voice of the brand (e.g. fine, demi-fine, high jewelry, fashion/costume).
  • Conduct competitor analysis and assess market saturation.
  • Identify ideal customer persona and psychographics.
  • Establish market entry strategy (local/international, DTC vs. wholesale).
  • Create visual and narrative mood boards to guide brand tone and name.
  • Collaborate on naming process aligned with brand values and market trends.
  • Choose appropriate business structure (sole trader, partnership, limited company).
  • Provide guidance on legal and financial setup (trademarks, VAT, accounting software).

STAGE 2: DESIGN
Scott Wilson
  • Translate mood board and creative direction into initial 3D renderings.
  • Consult on functional design and aesthetics suitable for the target market.
  • Source precious metals, gemstones, and ethical materials aligned with brand values.
  • Coordinate with DEH for CAD.
  • Oversee prototype creation for key SKUs (signature pieces, entry-price pieces).
  • Assist with iterative design refinement based on market viability and production feasibility.
  • Curate cohesive product collection and initial line sheet.

STAGE 3: PRODUCTION & SAMPLING
DEH
  • Coordinate with Scott Wilson for CAD.
  • Identify suitable manufacturers (local or overseas) based on quality, scale, and ethics.
  • Negotiate production terms, minimums, lead times, and communication systems.
  • Review design prototypes and ensure they meet brand standards.
  • Develop pricing strategy including cost of goods, wholesale/retail margins, and perceived value.
  • Offer packaging and fulfilment logistics consultation.

      STAGE 4: BRANDING
      Ailsa Miller & Sonia Soltani & Studio Basic
      • Develop a full brand identity including logo, typography, and color palette.
      • Define brand story, voice, and values across all customer touchpoints.
      • Design packaging that reflects brand ethos and enhances unboxing experience.
      • Identify and articulate unique selling proposition (USP) and positioning.
      • Photography-product, campaign and Portraits. 
      • Craft compelling copy for press materials, founder bios, website, and look books.
      • Ensure visual storytelling aligns with product design and customer emotion (Sonia).
      • Build or oversee development of professional website with e-commerce functionality. (Studio Basic)
      • Set up and manage social media accounts, tone of voice, and content pillars. (Studio Basic)

      STAGE 5: PR & MARKETING
      Francesca Simons
      • Create competitor analysis
      • Organize assets: Lookbook, Linesheet, Campaign Imagery, and hi-res flat imagery
      • Develop biography and headshot
      • Define PR budget for press and stylist gifting or paid endorsements
      • Define press targets (editorial placement and celebrity placement)
      • Create sample set of jewelry for press


      STAGE 6: SALES
      Darren Hildrow & David Unich
      • Analyze key global and local sales territories for jewelry category growth.
      • Introduce brand to buyers, concept stores, showrooms, and online retailers.
      • Review pricing architecture for wholesale and DTC to ensure competitiveness.
      • Plan for tradeshows (e.g. Couture, NouvelleBox, Melee) and industry events.
      • Consult on product assortment and seasonal selling cycles.

          STAGE 7: SUSTAINABILITY
          Mica Javin
          • Develop a brand-specific sustainability roadmap (materials, packaging, labor).
          • Recommend ethical sourcing partners and certifications (e.g., RJC, Fairmined).
          • Guide on traceability practices for transparency in production and storytelling.
          • Consult on equitable business practices and environmental impact reporting.
          • Integrate sustainability messaging authentically into brand communication.


          Request to work with The Directors 
          info@thejewelrycast.com

          THE JEWELRY CAST


          A collective of the most exciting jewelry brands and industry-leading consultants, united by one mission to shape the future of fine jewelry.

          THE DIRECTORS



          CONSULTANCY

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