Tag: #Rolex

How To Creatively Communicate Your Brand Promise

People are drawn to the luxury industry for different motives. The traditional luxury ambassadors hold on to the ephemeral feelings driven by the narratives touching on superiority and pride. Then again, the experience hunters are seeking personal connections in the brand’s promise to unleash their dreams. Last but not least, the hip netizens who are fuelling the luxury space are powered by stories and the purpose of the brand. They have leaped over from “what I have” attitude to the sphere of “Being.”  More and more, the mindset is about  “who I truly am” & “what I stand for.”  They want to be rewarded by the legacy, the qualitative experience and most importantly the echo of self-identity.

With this mindset, the brand promise matters more than ever. From everyday luxury such as Starbucks to super premium brand SilverSea Cruise line or ultra high-end brands such as Graff, desires are stimulated by the strength, the reputation and the feelings tied up to the brand promise. Once developed and channeled into multimedia storytelling, the narrative must resonate with the personal branding of the luxury aficionados whether the futurists, rebels, individuality seekers or vanity driven groups. It should evoke an identity aligned with self-perception and aspiration of the customers.

Starbucks brand promise: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

SilverSea brand promise: Silversea’s small luxury ships are designed for those who delight in the thrill of discovery while indulging mind and body in the most lavish surroundings imaginable.

Graff brand promise: “The House of Graff stands for the finest, the rarest and only the very best stones.”

Recounting the brand promise is more than touching off swagger or reality-distortion but skillfully emulating personal achievements, memories, and traits. A compelling narrative taps into the subconscious reveals the not so perfect identities and connects with weird fantasies with no judgment. Interpretation of brand promise through unexpected whimsical campaigns to the unassuming rebellious image is all about keeping it “real.”

Here are some suggestions on how to bring your luxury brand promise to life and connect with the expressions of identities:

  • Observe many types of consumption to adapt the content. The how and where your audience garners and shares their personal information.
  • Feature desirable qualities even so with an honest portrayal of human behaviours and circumstances. Tiffany, the premier jeweller, designed the window displays of its 5th Avenue, in tribute to New York’s graffiti culture while adding a gutsy attitude insinuating that things can happen in real life.Screen Shot 2018-07-04 at 12.29.01 PM
  • Illustrate the concept of “who I am” and “what I stand for.” Luxury fitness brand Equinox voice not only a healthy luxury lifestyle but what gives meaning to life and what succinctly defines their customers.

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  • Create stories that forge emotional connections and exhibit meaningful outcomes. Rolex tell a story campaign” features excellence, history, perfection and keeps us engaged by relaying it’s ambassadors experiences and testimonials.  Oscar-winning director James Cameron in a press release about the brand’s Academy Awards sponsorship said “A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”
  • Define the characteristics of your brand and align them with your storytelling. The unapologetic authenticity in the brand’s narrative is appealing and strengthens bonding between the brand and it’s customers. Tom Ford’s Limited Edition F*cking Fabulous fragrance branding, is a perfect example of blunt authenticity of the brand and Tom Ford’s edgy spirit.

Leveraging narrative to construct and associate values to the self-concept of the consumers needs to meet the expectations, perceptions and most importantly it must be consistent with your brand promise.

Best Concept Boutique in Toronto Accessories, the Art of Self-Expression: Talk with Jaleh Farhadpour

Are you looking for a present for someone you want never to forget you? Do you like to be radiant? Do you like to exaggerate your ensemble? Do you like to treat your beauty to pure luxury? Do you want to possess that effortless “look at me” aura? Then you must stop by Archives Toronto. The one stop destination to explore the whimsical, avant-garde  & unique creations in fine jewellery and accessories. Artfully showcasing the fine collections with all white interiors and mouthwatering one of a kind accessories, you are in the glamour land.

We met with talented and capable Jaleh Farhadpour, the owner of Archives Toronto. She studied architecture & fashion from which she has discovered her signature style and nurtured her creativity.

She offers diverse collection from brands like Germany’s Meissen, JAR, to designers such as Delfina Delettrez, Elie Top, or Fernando Jorge.

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Tell me about your beginnings in art and design: I am an architect by training and worked in the fashion design industry in Dubai & across Europe. In 2005, my fascination with gemstone, their healing power, my inner experiences and emotions propelled me to create my own line of fine jewellery.

What experience or situation compelled you to design jewellery:  My childhood memories. Being the eldest, my grandmother gave me permission to ferret around her treasure trove, dress up and adorn myself with her diamond studded and precious stones fine jewellery. That was my fantasy land and those recollections fanned my inspiration.

The first designer piece you owned was from which jewellery designer: Van Cleef & a Rolex watch.

What is your advice to a man buying his partner an anniversary gift: Choosing a piece with authentic design that can be passed down for generations will carve a special place in her/his heart. Fine jewellery made with passion, considering originality and craftsmanship should have greater importance to the monetary value of the stone or the weight of the gold.

And if you were to give one tip to a woman buying their partner a birthday gift: A watch is always a cool piece of jewellery, is stylish, has a functional use and tells the time.

Is jewellery an investment: Definitely fine jewellery is an investment. Designer pieces such as JAR have their own cult and unquestionably increase in value.

How does your showroom make life easier for busy fashionistas : We go through myriad of designers and pick the ones who are basically avant-garde, fashion forward with an edge. From boundless simplicity to divine complex designs, our selections are not only for early adopters who embrace the cutting edge aesthetics but also the romantics, the bohemians or the adventurers. The uncompromising novelty of our collections whether fine jewellery or accessories such as sunglasses, hats & bags have the “wow” factor.  We offer what the trendsetters around the world are wearing. We have clients  from New York, who used to travel to Europe to learn about the latest trend and add to their jewellery collection or accessories, now they are coming to us .

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What is your favourite accessory: Definitely, a pair of earrings, I cannot go out without them.

Graduation season is coming up, any suggestions to parents and grand parents who are looking to buy a gift: A pair earrings by Delfina Delettrez, fourth generation Fendi and celebrated jewellery designer.

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What genre of music inspire you:  Rock, Stairway to Heaven is one of my favourite songs.

What is your idea for social responsibility: Environment is important to me, I strongly believe that we should buy quality rather than quantity. If we all use less, buy less we are helping mother earth. I love this quote: “I am not rich enough to buy cheap stuff”. Personally I am committed to recycling, cooking local, eating local. It is our responsibility to preserve our planet for future generations, and try to eliminate consumerism as much as we can. How? Well, try a  minimalist wardrobe, which helps with “decision fatigue”, and invest in your accessories like sunglasses, hats, handbags & belts and jewellery. You can wear the same outfit over and over, it is about how you pull out looks. High quality accessories is one time investment that add personality & zip to your ensemble.

Are you involved in a charity? and why? Giving back goes hand in hand with my beliefs. It makes me feel good & my life meaningful. Many years ago, I’ve started a shelter for battered women and children in Iran and to this date gratefully is enabling many individuals to re-gain their integrity, self confidence and the ability for re-integration into society. Philanthropy is a connection with your community without it your spiritual self would be broken.

Which movie you would have liked to be the leading actor? Roman Holiday.

What is power? Love is power.

Your favourite place to travel? Well, it changes, up to year ago it was the magical Sri Lanka & recently I had a vacation in Nevis and loved it.

Who is your muse or style icon? Audrey Hepburn.

What is your favourite book? Through the narrow gate”, by Karen Armstrong. I’ve read few of her books and they all had a great impact on my spiritual awakening. Her views gave me a clarity that we are all part of one human family.

Among the politicians who would you like to play card with? Emmanuel Macron.

What is your “life Motto”? Do it with love and passion or don’t do it at all”.

What have you learnt from your kids?  I have learnt that my capabilities are limitless because of my kids.  I learnt when you love deeply, you are unstoppable. From the very first day they were born, I learnt about my strengths, my resilience and how to deal with my fears.

Photos courtesy of Archives Toronto, 1275 Bay Street Toronto On, Canada, M5R 0B3.  Tel: +1 416 922-2229
Store Hours:
Monday to Saturday: 11am- 7pm,  Sunday: 12-5pm