DAVID WEBB:
“LIFE IN DAVID WEBB”
REVIVING a New York Fine jewelry icon
The Challenge
Develop the brand purpose and platform to revive one of New York’s finest jewelry houses that, since the founder's death in 1976, had failed to gain new younger customers and relevance.
The stories and philosophies of David Webb were powerful ideas that could connect to the modern world. The ‘bigness’ of the jewelry, the craft, and the spirit that “Jewelry should be worn, not kept in a vault” was leveraged to re-introduce the brand to new generations who saw jewelry as an extension and expression of their power and presence.
The strategy
The brand platform “Life In David Webb” launched with Everyday Revelry, a campaign shot by Jurgen Teller that broke all the conventions of fine jewelry. Showing it in real-life scenarios and expressive moments. Website development saw e-commerce offered for the first time. The ongoing content, social and influencer strategy connected the brand's heritage to modern women like Lady Gaga, Serena Williams, and Rihanna. Renne Zwelliger wore David Webb during her Oscar-winning season - embodying the spirit of our platform.
The Idea & Execution:
The platform drove expansion in key growth markets in the Middle East and 1.5m impressions with key brand prospects. In addition, owned channels grew x10, and the business is now worth over 75m in annual sales, alongside its growth in cultural relevance.
The Result:
