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Paspaley Pearls is arguably Australia’s most famous and success exported luxury brand. Paspaley had ambitions of attracting a younger audience to expand the brand appeal and act as a defensive move against the new emerging pearl retailers. Pearls had traditionally always been for ‘specific occasions’. This was a move to make the brand more accessible for everyday wear. We worked collaboratively on a new business & brand strategy culminating in the build of a new online boutique, the branded content and the new tagline.


The Most Beautiful Pearls in the World


Brand Strategy, Positioning, e Boutique – build, content & campaign tagline