Jessica McCormack is a true category of one – a female founder-led business disrupting everything we think we know about high luxury jewellery. Her stores are immersive clubhouses, positioned near – but deliberately not immediately next to – the locations of her old-guard establishment competitors. Her workshop ateliers are open, craftsmanship visible to all. And critically: the focus is on the woman wearing the jewels, not on the man who may be buying them for her. 

Ahead of a period of major global scaling, we partnered with Jessica, her CXO and non-exec directors to interrogate and strengthen the brand’s strategic foundations, developing bold, clear and disruptive future-facing brand strategy and positioning strong enough to support the business through its next chapter of growth. Our work was rooted in a unique sociological study digging into the changing dynamics of desire and aspiration in the sector, fed with frank, wide-ranging discussions with some of the brand’s most passionate devotees – powerful female CEOs, globally-renowned actors, writers, creatives, founders, surgeons, and academics: extraordinary women doing remarkable things, and living distinctly non-formulaic lives. 

Our work spanned brand strategy, the development of an enduring new brand platform: beyond the obvious, and an evolution of the brand’s voice and attitude, all rendered in a powerful brand book that embodies the spirit of the brand and its future direction. We supported the CXO in embedding these new fundamentals throughout the business with a programme of education sessions and scenario planning roundtables.

Brand strategy and positioning refresh: reimagining the brand positioning, vision and values ahead of major global growth and expansion. Company culture/engagement: creation of a brand book and global cross-business education and embedding.