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Sep 102 min read

Visual Jewellery Business Audit: ABELINI


Every month we take on 3 jewellery brands that are ready to move to the next level but don't know where to start. We spend approximately 6 hours in total delving deep into their guidelines and essence analysing their online shop and social media performance.


Sometimes a pair of fresh eyes can spot the small mistakes that make a huge negative difference in a company's sales. For example, an inconveniently placed 'purchase' button might have been preventing your potential clients from clicking that 'add to basket' button for the past few years. Or a social media link that does not work, subconsciously reducing the brand's credibility in the online shoppers' minds. And if there's one thing we know about e-commerce, it's that TRUST SELLS.


A while ago we had the pleasure to get our creative minds to @abelinijewellery who specialise in the most gorgeous engagement ring production. Here is a small part of how we helped Abelini clarify their visual aesthetic.


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Main Goal


Creating a LUXURY jewellery brand that offers lifestyle and emotion around the old money aesthetic. Target - an ambitious higher-income audience that cares about the luxuries of life. Abelini should invite the high-performers of life to become a part of the family and develop a strong emotional connection with the brand. 


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Mistakes


One of the biggest mistakes jewellery businesses make in branding is the mismatch between their visual content and the high-end image they aim to project. Many brands rely too heavily on casual phone content or TikTok-style videos, which may work for fast fashion, but fall short when appealing to affluent buyers in their 30s looking for engagement rings, luxury gifts, or self-treats.


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Low-quality lighting, unedited images, and cluttered backgrounds (like plants or excessive text) can diminish the perceived value of your pieces. Furthermore, a lack of sophistication in model styling, such as poorly chosen manicures or casual environments, takes away from the luxury experience.





To truly resonate with high-earners, it’s crucial to elevate your content with professional jewellery photography, tasteful settings, and curated styling that highlights the exclusivity and craftsmanship of your jewellery. Investing in high-quality visuals will enhance your brand’s appeal and position your jewellery as desirable and worthy of investment.



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Visual representation suggestions


  • Making your client want to be a part of the old money club

  • Incorporating more wedding content

  • Adding UGC content with luxury items

  • Sharing tips and tricks on wedding planning, getting female audiences engaged

  • Reel captions hidden

  • Adding professional model/product content 

  • No more in-house phone content, unless it’s high-quality

  • More variety


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Summary




Are you ready to find the barriers that are keeping you at a level you're in right now, not giving you a chance to evolve into your dream business?


Book your 1:1 visual jewellery business audit now. Thank yourself later.



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