Young - Advertising, Creative, Brand Strategy, Design, Media, Digital
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Anaya - The Diamond Store


Anaya Jewels approached YOUNG with a brief to create a contemporary Diamond Jewellery Store brand. In the past, they had designed and manufactured high-end jewellery, ranging from $1000 to $40000/- for several reputed independent retail brands. Their customer base comprised of elite, successful entrepreneurs and their families. Furthermore, weddings and trousseau jewellery was another important segment.


We first developed a personality for the Diamond store brand. It was defined as soft, delicate, exclusive and chic, with an ethni-contemporary look. The store and the jewellery was designed keeping this personality in mind. Our suggested name ‘Anaya’, lent itself well to the positioning which was radically different compared to the competition. International models, dressed in contemporary Indian attire were appropriately adorned with very delicately crafted diamond jewellery. Celebrated photographer Mr. Amol Jadav was roped in to shoot these pieces. YOUNG conceived the communication and all designs to finally create a unique new diamond jewellery Store brand in Mumbai.


Anaya was established as a brand faster than expected by the client. The identity, as well as the communication, received a tumultuous response. Their customers walked into the store with the newspaper ads requesting for more information about the piece displayed therein. Sales of expensive pieces took off from day one of the store launch.


Naming, Brand strategy, Brand Identity, Photo Shoot, Advertisement Campaign, Brochure, Media Plan, Marketing Collaterals


Young - Advertising, Creative, Brand Strategy, Design, Media, Digital


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