Another Coconut Grove institution, H&H Jewels, founded by jeweler H. Bredemeier’s custom work is highly sought after by Miami’s jet set. Despite this, his store is a fun and comfortable setting with something for virtually any budget. Determined to set himself apart from the saccharine romantic schmaltz of the rest of the fine jeweler category, he came to us to help craft a distinct voice that recognized the real way that people feel about jewelry. How they shopped for it, what it meant to them and how it fit into their lives.
After talking to customers and jewelry shoppers, we realized our opportunity: to address, in the same terms they used, the motivations, fears and benefits of jewelry in their lives. This was not without controversy: Virtually every piece of creative was met with huge enthusiasm, and a certain amount of vocal opposition. This was seen as a huge success by the folks at H&H.