Dorfman Jewelers, a second-generation family-owned business, had a problem. Sales were stagnating. Their dwindling clientele and perception of an old, stodgy Boston jeweler for wealthy people wasn’t helping. In reality, their jewelry collection featured contemporary, one-of-a-kind pieces from around the globe.
Rather than wasting time and money convincing an existing market otherwise, our team recognized the growth and buying power of a younger demographic that was ripe for the taking. It was up to us to revitalize the brand and attract this new audience. The creative would need to position Dorfman as purveyors of “Haute Joaillerie”—a destination of exceptional pieces for exclusive, high-end jewelry and watches.