Kwiat
Kwiat
Brand Architecture
Brand Strategy
Visual Identity
Website Development
With over a century of heritage, the Kwiat name is synonymous with integrity, transparency, and excellence within the global diamond industry. As the fourth generation of Kwiats took the helm, they recognized an opportunity to evolve their brand from a respected industry name to a prominent player among the world-renowned jewelry houses.
We worked with Kwiat to achieve three key objectives: refresh their brand, design an innovative client service experience, and create a cohesive brand architecture across their portfolio.
By exploring Kwiat’s rich history, client testimonials, retail and digital experiences, and benchmarking their brand against both direct competitors and larger peers in fine jewelry, we identified a unique market position: The quality of Kwiat diamonds and finished jewelry rivals, if not exceeds, esteemed brands like Harry Winston and Cartier, yet it was paired with a personalized service experience reminiscent of a small, family-run operation.
We advised Kwiat to adopt a bold brand offensive: rather than seeking to justify the price of their diamonds compared to more famous brands or a typical Diamond District option, we helped them confidently and authentically position themselves creators of the rarest and most exquisite diamond jewelry in the world. Their new strategy of highlighting the one-of-a-kind cutting excellence of their stones, now branded as Kwiat Tiara Diamonds, exemplifies this unparalleled quality and craftsmanship.
This distinctive line of branded diamonds, along with Kwiat’s innovative "Mine To Shine" program—a groundbreaking bridal experience that allows clients to trace the journey of their diamond from its origin to their ring—has positioned Kwiat to assume a leadership position in the luxury market. Coupled with a refreshed visual identity system, Kwiat is poised for continued growth and greater consumer recognition while upholding its commitment to excellence in the luxury brand category.
"Working with Rarefy was essential to turn the notions and ideas we had about our brand and our jewelry into an actionable and uniquely Kwiat client experience that we could scale across our partners and channels. I would highly recommend Rarefy to any company that is looking to be more brand-led and use their brand to separate themselves from their competitive set.” - Russell Kwiat, Chief Operating Officer, Kwiat
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