Everglow Jewelry
Everglow store photos courtesy of Roger Rosales
Debuting a gorgeously-curated brick + mortar in the trendy northeastern Tampa area, Everglow is not your grandma’s (or even your mom’s) jewerly brand.
With a full stack of in-house services including bridal, custom designs, appraisals, ready-made products and repairs, Everglow is the go-to retail destination when it comes to making a meaningful purchase that will last a lifetime.
Brand Ethos
high-end, yet accessible: “middle class luxury”
target audience: upper 20’s professional women
jewelry suitable for an active lifestyle - work, life, fun
sustainable, ethical sourcing
bespoke and premium
dainty, feminine and modern styles
colors at sunset
Strata-gems 💎
What sets Everglow apart is a complete reimagining of the traditional, rigid, high-end jewelry store; a format that is totally out-of-touch with the millenial consumer. Gone are the days of mahogany, carpet, and dark paneling; here to stay is an upscale, on-trend, in-store and online experience aimed toward a new generation of jewelry buyers: millenial women (and men, too).
The strategic branding perfectly positions Everglow to capture an audience with money to spend, who want to spend it in a place and on puchases that align with their lifestyle goals: an active, on-the-go lifestyle; ethical sourcing; sustainable materials; beautiful styles and craftsmanship; and excellent, high-touch customer service.
Brand Glow-Up
To position Everglow as a luxury, feminine, and bespoke brand, we landed on a totally custom, lettered logo influenced by high fashion, magazine mastheads.
Star of the Show
The four-point star is a motif with special meaning to Everglow’s husband-and-wife owners, Kayla and Derrick. It represents the first star at twilight, that magic hour between night and day when the light makes everything beautiful. It’s also the most romantic time of day.
A single star replaces the crossbar of the second ‘E’ in Everglow, a subtle nod to this story.
The star is also a motif woven throughout the brand in the monogram and custom patterns.
Every great brand starts as several pages of humble sketches. Lettered logos, like Everglow’s, then go to a digital sketch process on the iPad for further refinement, and then finalization in Adobe Illustrator.
Glow with the Flow
Two final versions were created – the primary stacked version, and an alternate horizontal, useful for contexts like a website header and Everglow’s exterior store signage, which has a horizontal aspect ratio.
“This is what will elevate our small business from just what any small scale mom and pop store can produce to an excellent, professional presence.”
Derrick & Kayla / Everglow Jewelry
he(art) of gold
Everglow’s gorgeous interiors, designed by the owners, have brand touches everywhere. Gold accents pop against dark navy for maximum drama, and feminine touches of millenial pink ensure the ladies feel right at home.
Second only to interiors, a luxury brand experience is most keenly felt through thoughtful packaging, intentionally designed using lovely materials that mirror and elevate the handcrafted products it houses.
Thick papers, touches of gold foil, and custom brand patterns all work together to create a memorable unboxing experience that also acts as a keepsake.
the total package
The color palette is inspired by the sky at sunset, that magic hour at twilight when the stars are just beginning to appear (and glow – hence the brand name). A soft palette of feminine, but not overstated, pinks, and a dark navy to bring in contrast and drama, all punctuated by pops of true gold makes this a highly useable and beautiful palette that resonates with Everglow’s ideal customers.
Sunset Romance
E for Enchanting
The E/star combo is the perfect monogram and social icon for Everglow; easily legible and recognizable at small sizes.
A family of feminine and fashion-inspired typography gives each piece of brand messaging the right ethos: quietly understated, upscale, and romantic.
Repeat Customers
Two custom patterns in several colorways elevate Everglow’s many brand touchpoints – custom cleaning cloths, stationery buyers’ guides and more.
“Rachel’s entire process is effective and efficient. The discovery work is done on the front end so that what is produced has a high likelihood of being a great fit within the project needs.”
Derrick & Kayla / Everglow Jewelry
A romance from start to finish (mirroring Kayla and Derrick’s own!), strategy and design work in tandem to position Everglow as a luxury brand and authority in the millenial jewelry space, perfectly poised for continued success.
Let’s work together. If you’re looking for a stellar brand, or have a design project in mind, spill the (magic) beans by clicking below 👇🏻 and tell me all about it.