Jade jewelry has traditionally been a staple of typical Chinese personal ornamentation. However, today diamond jewelry, imported from foreign sources, dominate the market. International tastes may be geared towards an appreciation of diamonds and other precious materials, but there is space for a long overdue innovation in jade jewelry.
CLIENT
CHALLENGE
OUTCOME
Jewelry Brand: DOVETAIL
Break the perceived monotony of typical jade jewelry styles
Help client launch the product to market and make impact in the industry
DOVETAIL Jewelry is designed trivialize the traditional forms and styles of jade jewelry, puncturing perceptions of monotony and introducing inspiration to a much-loved precious material. DOVETAIL gives millennials and Generation Z the choice of minimalistic, sophisticated jade jewelry that seeks to redefine tradition and usher in the future of jewelry design.
Jade jewelry has traditionally been a staple of typical Chinese personal ornamentation. However,today diamond jewelry, imported from foreign sources, dominate the market.International tastes may be geared towards an appreciation of diamonds and other precious materials, but there is space for a long overdue innovation in jade jewelry.
Redefine the traditions and future of
jade jewelry design.
