Adorn rebrand

This rebrand marks 10 years driving success for top jewellery industry clients, spanning fashion, fine and luxury brands as well as investors, universities and manufacturers.  

Juliet Hutton-Squire and Maia Adams founded Adorn Insight in 2011 with a simple and bold mission: To shape the future of jewellery. The dynamic new brand and expanded services closely support this mission, while positioning the consultancy as Innovation Accelerators. 

Over the last decade the female-founded consultancy has become the leading global authority on change in the jewellery industry. It has grown from a team of two, to an international stable of jewellery specialists with wide-ranging expertise, including business strategy, consumer insight, product development, data analysis, trend forecasting, branding and more. 

Their enviable client roster has included Fabergé, Pandora, SCAD, GIA, Swarovski, De Beers Forevermark, Kate Spade, Tory Burch, Couture Las Vegas, The British Fashion Council, JCK, Azza Fahmy, Titan Group, Chow Tai Fook and KEA.  

This rebrand marks the start of an exciting new chapter, where the brand will double down on their existing services as well as building into the growing jewellery-tech sector and offering creative services. 

New Name, New Look, New services 

Adorn Insight is becoming Adorn to reflect the expanded mix of services now on offer.

Adorn have collaborated with London-based branding agency, Modern Studio to create their new visual identity. It includes a warm and expansive colour palette that draws on the tones of a range of jewels and that can flex for the varied industry sectors. A new pared-back, modern, sophisticated logo grounds the identity, and a collection of idiosyncratic gemstone icons that can be endlessly reconfigured, rearranged and even animated, reinforce the dynamism, breadth, depth and creative spark of Adorn. Typeface Lettera Mono LL was chosen for its ability to unite a sense of timeless journalistic integrity and rigour, with forward-looking digital innovation. It has been rolled out across the brand’s multiple touch points including digital, social and print.
 

New three-tier subscription membership 

Since its inception Adorn has operated a subscription  model, offering members exclusive access to industry leading expertise and insight. Now this model is moving to a three tier structure, allowing members to access content – including trend forecasts, exclusive data and image libraries – according to their needs and budgets. 

This includes: Adorn Essential tailored to individuals, students, up-and-coming designers, and individual consultants; Adorn Pro for senior professionals, teams, established brands and manufacturers; and Adorn Premium for international brands and educational facilities. 

New bespoke consultancy

Due to demand from clients, Adorn will also be growing its bespoke consultancy offering, collaborating with clients on a project-by-project basis to tackle their most difficult questions and help spot their new big opportunity. Adorn Advisory will draw on Adorn’s international expertise to provide tailored strategic consultancy designed to drive business growth. This includes regional consumer reports, strategic brand and collection planning services, market validation and more. 

New creative studio 

Adorn are also launching their own creative studio offering a suite of on-demand creative, design and copywriting services. Adorn Studio will uniquely combine world-leading expertise in product design, branding, copywriting and content creation with unparalleled knowledge of the jewellery consumer. This will enable Adorn to not only advise clients on what they should do, but help them make it a reality too. Services will span product design, collection development, storytelling, photography, illustration, styling, branding, advertising and content creation.

A new blog 

Keen to share their passion and knowledge, Adams and Hutton-Squire are also launching Insight – a public-facing resource which features interviews, insight and commentary by, and about, the jewellery world’s most lively thinkers and visionary creators as well as business leaders from other sectors whose game-changing models have the potential to revolutionise  jewellery industry. 

Jewellery tech 

Adorn will also be building into the innovative field of jewellery-tech, ensuring their clients are the first to benefit from the exciting growth opportunities offered by technological innovation. They are establishing strategic partnerships and collaborations  with a range of game-changing service providers, whose work is tried and tested in non-jewellery sectors, but has yet to be capitalised on in the jewellery industry. These partnerships will be announced over the coming months. 

Continued support for the next generation 

Adorn remains committed to helping the next generation of jewellery professional, whatever their budget, and so will continue to offer Bitesize, short, effective one-to-one consultancy sessions. 

Accelerating Innovation

Of the new brand and new chapter, founder and head of strategy Juliet Hutton-Squire says, “Adorn’s goal has always been to offer transformative insight, inspiration and intelligence to the global jewellery industry. This new chapter, our new brand and new services mean we can go further for our clients so they can achieve more. We’re united by our passion for jewellery and our belief in the jewellery industry as a leader in innovation. Whether our client is an up-and-coming new designer, a luxury brand or global manufacturer, we help ambitious jewellery businesses achieve their potential by providing the insight, tools and services they need to grow, innovate and stay relevant in a fast changing market.”   

Founder and head of research Maia Adams says, “Whilst hugely influential, Adorn has until now operated under the radar, growing predominantly through referrals. Clients call us ‘The jewellery industry’s best kept secret’. We love the compliment, but we have big plans, and taking Adorn to the next level means coming into the spotlight. Our 10th anniversary is the perfect milestone to reimagine, rebrand and refocus our business.”