REIGN Jewellery and Diamonds

CHALLENGE

REIGN was a new entrant in the competitive fine jewellery market, launching with a niche focus on lab-grown diamonds and conscious luxury. As a digitally native brand, it needed to distinguish itself in a saturated space while crafting a premium, purpose-driven identity that resonated with modern, South African consumers particularly women in the bridal and fashion segments. The challenge was to define and express REIGN’s unique story across every brand touchpoint, from visual language to voice.

SOLUTION

To position REIGN as a premium yet ethical brand, I led the creative direction and development of a complete brand identity, including:

• Defining brand values, tone of voice, and positioning.
• Creating a refined visual identity—typography, colour palette, and brand iconography.
• Designing jewellery packaging and POS materials in collaboration with suppliers in China.
• Leading UI design for the e-commerce platform, managing a remote dev team in India.
• Art directing brand and campaign assets to ensure visual consistency across all channels.

RESULTS

REIGN successfully launched as a distinctive, aspirational brand with a clear point of view in the South African jewellery space. The brand identity resonated with early adopters and positioned REIGN as a trusted, modern alternative to traditional luxury jewellery. The packaging and digital presence elevated the customer experience, while the identity laid the foundation for strong community engagement, retail growth, and future global expansion