Golden gazelle

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TL;DR

Collaborators

Sunaina and Sanchi: Brand Strategy and Brand Overhaul

Stories Of Heirlooms, You Can Wear.

Golden Gazelle is a fine jewellery brand that transforms everyday elegance into meaningful keepsakes, celebrating personal stories through timeless design and craftsmanship.

Mission

Golden Gazelle came to us with a simple thought: the brand had more to offer. While the products were appreciated, growth had plateaued. Our task was to help the brand connect more deeply with its audience and create meaning beyond the product.

Outcome

We built a brand strategy centered around the bond between mothers and daughters. The concept of The Heartfelt Guardian was born, positioning Golden Gazelle as a timeless gift that carries emotional weight. The identity was redesigned to appeal across generations, with elegant visual language, thoughtful typography, and consistent application across digital and physical spaces. The new direction helps the brand speak to both age groups, celebrating jewellery as a gift of love, memory, and connection.

(SERVICES RENDERED)

Brand Strategy

02

Identity Re-design

03

Brand Book

04

Exhibition Design

This image presents a set of **Golden Gazelle jewellery boxes** in a deep forest green tone, arranged artfully against a soft beige background. Each box features the brand’s signature gazelle emblem and elegant serif typography in white, paired with a minimal geometric pattern along the edges. The subtle embossing and matte texture evoke sophistication, while the symmetry of design reflects precision and refinement. The packaging captures the brand’s luxurious yet grounded aesthetic — a perfect balance between contemporary elegance and timeless Indian craftsmanship, creating an elevated unboxing experience that mirrors the artistry of the jewellery within.
This image showcases a **Golden Gazelle jewellery packaging box**, designed in a muted forest green with elegant embossed detailing. The brand’s gazelle insignia sits at the center within a circular mark, paired with the inscription *By Anushka Jhaveri Est. 2018*. Subtle geometric patterns frame the design, adding refinement without clutter. The box’s texture and tone convey understated luxury, while the matte finish and black pull tab create a balance of function and sophistication. This packaging captures Golden Gazelle’s essence — timeless, modern, and rooted in trust, making the unboxing feel like an intimate, elevated experience.
This image presents the embossed business cards for Golden Gazelle by Anushka Jhaveri, reflecting refined minimalism and timeless luxury. The cream-toned cards feature large, tactile typography with the brand name “GOLDEN GAZELLE” deeply debossed, exuding understated sophistication. Subtle details such as clean sans-serif text, elegant spacing, and restrained color choices highlight precision and craftsmanship. The composition captures the brand’s identity—modern, authentic, and quietly opulent—perfectly aligning with Golden Gazelle’s promise of curated elegance and meaningful design.

The Opportunity

Golden Gazelle had a growing presence, a loyal customer base, and a reputation for craftsmanship rooted in family tradition. While the products were well-received, the brand felt ready for a deeper sense of direction. With an expanding team and evolving customer touchpoints, there was a need for greater consistency in identity and messaging, along with a refreshed strategy to guide future growth across digital and physical spaces.

Our Approach

1. Strategic Positioning
We repositioned Golden Gazelle around a central emotional truth: the lasting bond between generations. The idea of The Heartfelt Guardian became the foundation for a brand built on memory, love, and legacy. This strategy gave the brand a clear voice and helped it appeal to both older and younger audiences. Creating something timeless, elegant, and deeply personal.

2. Market Segmentation & Collection Structure
We restructured the product offering into four distinct verticals. Luxury, Versatile, Everyday Chic, and Bulk Gifts, allowing the brand to speak to different occasions, price points, and styles. This helped clarify the shopping experience and enabled targeted messaging across channels.

3. Brand Identity Redesign
We created a modern, elegant identity system anchored in a logo inspired by the golden ratio. The new palette features a sophisticated green to signal luxury, paired with a clean sans-serif typeface for a contemporary feel. A complete brand kit was built- logo system, typography, colour codes, icons, and layout rules, along with a detailed brand book to ensure consistency across every touchpoint.

4. Brand Book & Guidelines
To support internal adoption, we developed a comprehensive brand book. It covered everything from visual identity and tone of voice to application guidelines for packaging, retail, and digital. This became a key onboarding tool for new hires and collaborators, allowing the brand to grow without losing clarity.

This close-up captures the elegance of a handcrafted diamond ring from Golden Gazelle, highlighting its double-band design adorned with pavé-set diamonds and a central halo setting. The soft, sepia-toned lighting enhances the ring’s intricate detailing, reflecting timeless luxury and fine craftsmanship. The composition evokes intimacy and sophistication, staying true to Golden Gazelle’s philosophy of creating jewellery that embodies authenticity, emotion, and understated opulence.
This image captures the Golden Gazelle logo in its purest form—an elegant gazelle silhouette crafted from precise geometric proportions. Rendered in a refined gold tone against a deep black background, the logo reflects balance, motion, and grace. The circular grid behind the mark highlights its mathematical symmetry, showcasing thoughtful design rooted in timeless aesthetics. The symbol embodies Golden Gazelle’s philosophy of elegance in structure and strength in subtlety, perfectly aligning with the brand’s identity of curated luxury and enduring craftsmanship.

What’s Ahead

Exhibition Rollout (Proposed)
We advised on a modular exhibition strategy featuring interactive elements like live design consultations and limited-edition exclusives to drive engagement and sales. Lead capture and post-event outreach strategies were also suggested to support conversion.

Social Media Strategy (Proposed)
A renewed Instagram and Facebook strategy was mapped out, focused on storytelling, occasion-based content, and curated product highlights. Suggested features included Instagram Shopping, guided DM flows, and reels featuring behind-the-scenes craftsmanship and customer moments.

Digital Experience (Proposed)
We recommended positioning the website as a premium catalogue experience. The focus would be on clear navigation, rich storytelling, and easy virtual appointments for personalised consultations. This would allow customers to connect with the brand more meaningfully online, particularly in international markets.

This image features a **Golden Gazelle jewellery campaign poster** titled *Lustre*, displayed on a dark, elegant wall. The poster highlights the **Rose Gold Supernova Choker**, worn by a model under soft, cinematic lighting that emphasizes warmth, luxury, and intimacy. The accompanying copy describes the choker as a *radiant tribute to beautiful memories, deep connection, and timeless grace*, crafted in 14k gold and diamonds. The overall aesthetic — minimal typography, star-like detailing, and muted bronze tones — evokes sophistication and emotional storytelling, perfectly aligning with Golden Gazelle’s brand identity rooted in elegance, sentiment, and modern craftsmanship.
This image captures a Golden Gazelle jewellery box, designed in soft champagne velvet with an elegant translucent ribbon featuring the brand’s insignia and delicate gold accents. The refined detailing and gentle textures embody Golden Gazelle’s design ethos—quiet luxury, authenticity, and emotional connection. The subtle shimmer of the materials and minimal aesthetic evoke a sense of ceremony and care, reflecting the brand’s commitment to crafting jewellery that feels personal, meaningful, and timeless.
This image features a luxurious dark green shopping bag from Golden Gazelle by Anushka Jhaveri, established in 2018. The elegant matte finish of the bag is complemented by the brand’s signature gazelle logo in white, paired with satin silver handles that add a touch of refinement. The play of light and shadow enhances the texture, reflecting Golden Gazelle’s ethos of timeless elegance, craftsmanship, and understated luxury. The design exudes sophistication and trust, perfectly embodying the brand’s premium jewellery experience.
This image showcases the elegant brand packaging design of Golden Gazelle by Anushka Jhaveri. It features a luxurious gold envelope embossed with delicate star patterns, a circular logo seal, and a certification card with the tagline “Trust in every carat. Authentic. Certified. Yours.” The minimalist composition and refined typography reflect the brand’s commitment to authenticity, craftsmanship, and understated opulence. The tactile textures, warm gold tones, and embossed finishes convey sophistication, making it a perfect representation of premium jewellery branding where luxury meets trust and timeless design.
This image presents Golden Gazelle’s brand vision statement in a refined, minimal layout. Set against a soft beige backdrop, the text “VISION” stands bold in elegant serif typography, paired with the tagline “what we aspire to be.” The statement defines Golden Gazelle’s ambition to be the premier choice for modern women and families seeking exceptional, contemporary jewellery that transcends adornment to reflect personal stories and aspirations. The use of warm tones and subtle embellishments reflects the brand’s timeless sophistication and emotional depth.
This image features Golden Gazelle’s mission statement presented in a refined and minimal layout. The text “MISSION” stands prominently in an elegant serif font with the subtext “who we are, what we do” above it. Below, the statement reads: “Blending modern artistry with authentic connection, we create timeless jewellery that celebrates and honours the cherished bonds in every life story.” The soft beige background, gold-toned typography, and subtle star motif together convey the brand’s dedication to emotional depth, craftsmanship, and understated luxury.
This image shows the illuminated storefront of **Golden Gazelle**, featuring its signature gazelle emblem and wordmark in muted olive green. The softly glowing signage contrasts beautifully against the dark exterior, drawing focus to the brand’s elegant simplicity. Inside, the warm ambient lighting and clean, minimal interior design create a refined and inviting atmosphere, reflecting Golden Gazelle’s identity—where modern craftsmanship meets timeless sophistication.
This close-up photograph highlights an elegant woman wearing statement earrings. The image focuses on the jawline, neck, and lower half of the face, showcasing the intricate detailing of the circular earring with embedded stones. The lighting is warm with a greenish-gold tone that adds a sophisticated, timeless aesthetic. The composition draws attention to texture, contrast, and minimalism, making it ideal for use in luxury fashion, jewellery, or editorial branding contexts.
This monochrome photograph features a woman wearing elegant statement earrings from Golden Gazelle by Anushka Jhaveri. The image captures a close-up of her lower face, lips, and earrings with soft lighting and a refined grayscale treatment, highlighting the brand’s signature craftsmanship and minimal, sophisticated aesthetic. The Golden Gazelle logo sits at the center, blending seamlessly into the composition, reinforcing the brand’s identity of modern luxury rooted in timeless design.

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