As part of my time at Shreve, Crump & Low, I lead the development of the company’s first Magnificent Jewels lookbook, a collection proudly curated by Shreve, Crump & Low’s late President, David G. Walker. I had the honor of working with Mr. Walker shortly before his passing and was honored to be the force behind this tribute to him. I was responsible for handling the creative direction, ideation, production, design, and publishing of this lookbook. In addition to its tribute, this lookbook was created to showcase the brand’s unique collection of luxury jewelry to clients and customers in Boston and New England.
The Importance of High-Quality Lookbooks for Fine Jewelry Brands
When it comes to luxury marketing, lookbooks are an essential tool for showcasing high-end products and inspiring clients. These publications offer a unique opportunity to communicate the brand’s unique identity and highlight the quality of its products. For Shreve, Crump & Low, the creation of a Magnificent Jewels Lookbook was a great way to engage with their clients, make a statement, and showcase their one-of-a-kind collection of fine jewelry.
The Creative Process: From Ideation to Execution
Creating a lookbook for a fine jewelry brand requires a strategic and comprehensive approach. The first step is to establish the brand’s unique selling proposition and determine the target audience for the publication. In the case of Shreve, Crump & Low, we identified the brand’s commitment to quality and craftsmanship, and ultimately decided to do an exclusive run with VIP clientele who worked with and personally knew Mr. Walker.
The next step was to establish the creative direction for the lookbook and to bring on the right people who were going to help make it happen. I decided to split the lookboko into two parts, one for special occasions, titled “A Magnificent Occasion” and part two, a brighter, airy look, appropriately titled “Everyday Magnificence.” In addition to the direction of the shoot itself,& Low is a small family-owned business, and it was important to showcase the brand with a refined, cohesive, and elevated look as it served as a bright and bold statement from the next generation. For key team members, I brought on Anthony Grassetti as the lead photographer who captured the jewelry with the best backdrop of Boston I could think of, graciously secured by Michael Carruci. Finding the right location was instrumental to the shoot, a place that needed to be worthy of such spectacular pieces but entirely private and secure due to the value on set. It came together on a summer day in August, and as the producer, it was awe-inspiring to watch everyone on set perform their roles with excellence and good energy.
Creating a Successful Lookbook for Fine Jewelry Brands
The design and publishing process involved extensive collaboration between myself and the executive team. I carefully curated the images, index, and created each page to develop an engaging catalog that effectively conveyed the brand’s image, messaging and showcased its collection. To make it easier for consumers to act and capture leads, I incorporated QR codes on select pages that lead to the corresponding product page.
Creating Shreve, Crump & Low’s first Magnificent Jewels Lookbook was a challenging and rewarding experience, and I’m proud of the successful publication we created.