For the Love of Jewelry

Jewelers Mutual has been in the business of insuring jewelry for more than 110 years. With a sterling reputation for serving the jewelry industry and its customers, it was looking for a fresh way to connect with a defined audience: its top-tier clients. And they wanted to strengthen their relationships with the retailers and vendors they support. With the name Gem + Jewel in hand, they were seeking a way to engage jewelry lovers.

What We Did

Headline Studio designed a sophisticated, opulent magazine, custom built to appeal to high-end jewelry consumers—with branding and a digital footprint to match.

The Crowning Jewel

Each issue of Gem + Jewel offers inspirational content, intelligent solutions, and expert advice for the avid jewelry consumer. The magazine has been met with widespread acclaim and serves as another platform to showcase the expertise and passion of Jewelers Mutual. Published in the fall and spring, Gem + Jewel is a source for insider knowledge designed to inform, entertain, and instill confidence.

Solution

Through a highly collaborative process, we shaped the Gem + Jewel brand identity to meet the client’s vision. We produced a glossy, bi-annual print magazine that met their goals: to foster strong partnerships with retailers and vendors and support the Jewelers Mutual Brand with clients. Gem + Jewel proves print can still be effective and eye-catching, and our stories reinforced a deep knowledge of the history and a vision of the future of jewelry and trends.

An Authentic Voice That Readers Trust

Gem + Jewel strives to keep their largest audience—women jewelry enthusiasts—at the forefront of the publication. These women are not passionate about jewelry, they have self-purchasing power to make confident buying decisions about this coveted luxury good. With content powered by a women-led staff of industry experts, we walk the walk, speaking directly to the target audience with sophistication and deep understanding.

1

JEWELRY LOVERS

                                            After reading just one issue:

1%

Researched a new piece or brand of jewelry

1%

Considered purchasing a piece of jewelry

1%

Purchased a piece of jewelry in the first six weeks after receipt of the magazine!

*Results of a survey of magazine audience after the first issue.

I first worked with Headline Studio in 2016 when we brought a venerable jewelry trade magazine to them for a complete redesign and “rethink”.  They knocked it out of the ballpark in terms of design and in terms of their professionalism and personality.

In 2022, I was given the green light to launch a new consumer magazine from my current employer Jewelers Mutual, and my first call without hesitation was to Headline.  Once again, they have absolutely excelled at designing our vision for the magazine, and they continue to be professional and delightful to work with!

 

Mark Smelzer
Vice President

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