Âme Jewelery Luxury Branding
Founded in 2018, Âme is an unconventional and innovative fine jewellery brand, rooted in diamonds, that sets out to create a new set of rules within the world of luxury.
With design at its heart and ethical values in its soul, the brand only uses cultured Âme-grown diamonds.
Sum was initially tasked to create a brand identity, creative direction, and website. We have since developed packaging, seasonal messaging, digital advertising, social media and ongoing strategy documents and marketing.
Âme Stories was created to provide women with an online shopping destination that blended the best of women’s style with an elevated and refined editorial sensibility. The connection to an authentic and aspirational world was brought to life by casting real women, not models, to portray style in a relatable and engaging manner.
Âme’s initial launch was underpinned by the commitment to a content-driven commerce experience, where all shopping interactions were touched by expert inspiration and education.