New luxury jewellery brand for international travellers

Miss SA 2007, Tansey Coetzee

"It is bespoke jewellery, handmade by second and third-generation jewellers, a practice that is rare globally," says Dex Kotze, CEO of Jenna Clifford. According to Kotze, the major strength and difference lies in its creativity. "Our jewellery is designed and created with the client in mind. Each creation reflects his or her unique spirit and beauty, which is the cornerstone of the design philosophy."

Fashion photographer Clifford Hansel photographed Tansey and the other models and a number of mediums will be used to execute the campaign, including online media, billboards and print.

"The objective of this brand building exercise is to not only entrench our position as a luxury goods business in South Africa, but also promote it as an international brand, offering superior service, products and a value for money investment in customized fine jewellery," says Kotze.

"Our campaign aims to create a wow factor in order to grab the attention of international travellers during the 2010 Soccer World Cup and to provide an opportunity to foster sustainable relationships with the international market. Our signature creations compare favourably to highly acclaimed international luxury brands and jewellery houses, at a fraction of the price, which makes them an attractive option," concludes Kotze.

In addition to its studio in Morningside, the company has boutiques in the Menlyn Park Lifestyle Emporium in Pretoria, Nelson Mandela Square, Sandton and Cedar Square Fourways.