Research

AUDIENCE

Ladies, today’s & tomorrow’s mothers.

EMOTIONAL STATMENT

“Don’t ever be like a fish knife”

“لا تستـــوين سجــــين سمـــــــــج”

Its what my great grandmother would tell you, if you are not wearing a pendant around your neck.

RESEARCH SUMMARY

Society
The UAE identity is being threatened to be lost if no one takes any action.

Ecology
There is enough gold above ground (already mined) to satisfy all demands of the jewelry industry for the next 50 years. Much of it sits in bank vaults and in the form of old and unused jewelry. Moreover, e-waste landfills are richer in gold than the ore from mines.

Health
Recent studies approved that gold help to energize your body’s electromagnetic field by attracting energy to it. Not only that, but it also has great effects on increase the feminine hormone level.

PROBLEMS
Wastes
Loss of national identity

SOLUTION
Make use of wastes in artistic way that people would affirmatively perceive, and leave a positive impact on your society, health, & habitat.
Together we make a difference!

greenKarat
GreenKarat seeks for a change behind its big idea, it aims to push the people to carry together the ecological and social responsibilities, it believes that together we can make a difference.  It visions the customers as being part of the permanent solution, to help in a small way, and create an impact. Therefore greenKarat jewelry line based its mission on the concept of changing the customers purchasing decisions within the demand of recycled, reused, and donated gold. Along with a plan in conjunction with campaigns highlighting the ecologically and socially unpleasant mining, which aims to have a potential change effect. With this principle methodology, greenkarat visions a bright sustainable change.

Love Earth

Love, Earth® is a responsible business that aims to contribute to the environmental communities, and grain a positive impact in protecting and taking care of earth, within a distinctive jewelry line approach.

Love, Earth® jewelry line gives the customers the opportunity to trace down their piece of jewelry from mine to store through their website. Their collection is all made of used gold, silver, and diamonds, that comes from mines and manufactures that meets the criteria and standards of environmentally friendly sourcing, along with human rights and community issues and working conditions.

Love, Earth® believes that they will create a great change in the jewelry industries with the jewelry they produce, they are aiming to continue this journey with business and civil society leaders to guide build accountability into our supply chain toward a net positive effect on the environment, by demonstrating the mining and manufacturing industries.

Precious Earth Jewelry
Precious Earth Jewelry is another sustainable business that aims for a bright future, and help to preserve the earth’s natural resources. This jewelry line aims for an inner and outer bright quality, which is based on the beauty of sustainable approach, creating a social conscious customer. Moreover, they pledge to utilize with all guarantees only 100% recycled metals, which comes from well-respected companies that contribute environmental responsibility. Mainly, they want to start a new move in the jewelry industries, and indirectly the want people to be responsible, and make an effort in living green for a healthy habitat to live in. From a social angle, they also has their own Namibian diamond cutting factory, that is welling to offer thousands of jobs and empower a generation of people, with socially responsible products and services, and create another positive impact on the job market.

ENLIGHTENIN DESIGNERS

Ross Lovegrove
He is an American industrial designer, who has worked for many big companies, such as Sony, Apple, and Knoll international. H e also became an author for the highly successful Alessandria office system, not only that but he is also one of the consultants group in Louis Vuitton, Hermes, and Dupont.

I liked the way he defined his design approach with in the context of organic essentialism, which means “using nothing more – nothing less than is needed.” * This minimalist approach in design field emphasizes in using minimum amount of resources, yet stretch it to the maximum length of civilizing effects. All his projects was based more into the meaning of the product, and the season behind producing it, within the context of reducing the mass and material, nevertheless his projects always reflect the joy of existence, as he describe.

John Hardy

John Hardy is a Canadian jewelry designer, who works under the key concept of “sustainable luxury”, and he says:
“Our jewelry is about more than looking good. It’s about feeling good and doing good while doing well in business. This is sustainable luxury.”
He believes in green business success, a success along a warm heart that respects the mother nature, cares for human environment, and protects the future generations. His handmade jewelry line is one of a kind that, that is spirited with the warmth of the designer, its not just the quality and the craftsmanship, it’s the feeling of well-being.

VISUAL COMMUNICATION STYLES

a) Jewelry Promo That Sticks

This was a guerrilla marketing campaign for Natan Jewelry Shop in Brazil.  The company did a great job in marketing their jewelry line by promotional stickers, which are tapped on mirrors of ladies only washrooms around the city. This interactive idea of advertising gave the customers the chance to have a sense on how those pieces of the jewelry are going to look on them, it’s the same idea as spraying the new fragrance on passersby, where you have a chance to try the product.

b) Mirror campaign for Motorola cell phones

c) Lux  Campaign

Lux has utilized the assistance of washroom advertising; to promote the new range of soap and body-wash in the form of delectably designed Mirror Decals in ladies only washrooms in 22 malls throughout South Africa’s major metropolitan areas. The campaign aims to create maximum awareness and offer the client minimal advertising wastage by being able to focus on women only.

Survey: Question & result (what I learnt)
As soon as I came up with my plan, I wanted to get people’s feedbacks and opinions, so that I can alter and reshape my plan accordingly.

So, this is my survey results:

Hams Al-Bareeq Survey
1. Gender:
Female         96.77%
Male         3.23%

2. Your age group:
Under 18         3.23%
18 – 25         77.42%
25 – 30         6.45%
30+         12.90%

3. Is your mother language valuable to you?
Yes         100.00%
No         0.00%

4. Are you attached to it?
Yes         96.77%
No         3.23%

5. Are you aware that what you wear defines you?
Yes         87.10%
No         12.90%

6. Do you know that wearing gold is energizing?
Yes         19.35%
No         80.65%

7. Do you know that wearing gold helps to increase feminine hormone level?
Yes         32.26%
No         67.74%

8. Would you like to wear gold with Arabic calligraphy design?
Yes         90.32%    28
No         9.68%    3

9. Would you like it to have it with a message?
Yes         77.42%    24
No         22.58%    7

10. Do you know that there is enough gold above ground to satisfy all demands for the next 50 years?
Yes         3.23%    1
No         96.77%    30

11. Would you like to see the rise of eco-friendly business in the jewelry industries?
Yes         100.00%    31
No         0.00%    0

Based on the survey, I noticed that people are not aware of gold benefits and its positive effects on women wellbeing; therefore I chose to start the buzz of the jewelry line from the health aspect, because I believe it would be the hit point to get them through the whole frame view of my concept.