NAÏRA

Packaging and an online store that make a €4,000 ring feel safe to buy without a shop.

Sector
Jewelry & Watches
Location
Paris
Year
2025
Scope
Identity | Packaging | Online store | Launch
01 / Brief

How do you sell a €4,000 ring to someone who has only seen it on a phone?

Born on Instagram and selling through direct messages. Pieces shot on white looked like costume jewellery, and nobody pays €4,000 to an inbox.

02 / Strategy
Audience

Women buying for themselves, 30 to 55, who know fine jewellery and distrust online shops.

Position

Heirlooms made in Paris. Every piece numbered, certified and repairable for life.

Voice

Intimate and precise. Carats and grams, no superlatives.

← FashionHeirloom →↑ Loud↓ Quiet
Instagram brands
Place Vendôme houses
Demi-fine labels
Vintage dealers
NAÏRA
Positioning: where NAÏRA sits among the alternatives its clients already know.
Plum lacquer
Pearl
Oyster silk
Garnet
Moodboard: the materials the identity is built from.
03 / Identity
Facet a stone seen from aboveAxis the line of the workshop benchCross where the setting holds the stone
NaïraRoute B · set aside
A crown. Every jeweller in the 1st arrondissement already wears one.
Naïra
Bodoni Moda Italic. The diaeresis on the ï is kept, and drawn a touch larger.
Naïra
Primary lockup
NaïraFine Jewellery · Paris
Stacked, with descriptor
The mark alone, for small sizes
Ink plum#2B1B2E
Boxes, the site
Pearl#EFE9E1
Paper, linings
Oyster#C9BFB3
Tissue, backgrounds
Garnet#7A1F2B
Seals, one button
Display · Bodoni ModaAaBague Nº 0412, grenat 1,2 ct.
Text · Hanken GroteskAaMade in our Marais workshop. Resized free within a year. Every piece comes with its certificate.
Ring box, plum lacquer, foil mark on the lid
Ring box, plum lacquer, foil mark on the lid.
Velvet pouch for earrings and chains
Velvet pouch for earrings and chains.
Certificate, numbered to the piece
Certificate, numbered to the piece.
Shopping bag for the workshop and fittings
Shopping bag for the workshop and fittings.
The Marais workshop
The Marais workshop.
Worn, not posed
Worn, not posed.
04 / Digital
The site, in use.
Home page.
Home page.
One page, one action.
The booking or enquiry, step by step.
Size before you pay

A free ring sizer is posted before any payment is taken.

Certificates online

Each certificate can be checked by the piece's number.

Fittings in Paris

Clients can book an hour in the workshop.

05 / Launch

Sixteen weeks from the last sale by direct message to the first order through the store.

Discover
Define
Identity and packaging
Online store
Launch
W1W3W5W7W9W11W13W15
  • LiveOnline store in French and English
  • LiveSizing guide and free ring sizer
  • LiveCertificate lookup by number
  • LiveFitting appointments in the workshop
  • LiveRing boxes, pouches and bags
  • LiveCertificates and care cards
  • LiveOrder and shipping emails
  • LiveInstagram shop linked to the store
With us on the project
Identity, packaging, store design
ASFARI
Still-life photography
Still-life photographer
Model photography
Fashion photographer
Copywriting FR, EN
Copywriter
Store development
E-commerce developer
Boxes
Packaging maker
Next project / Wine & Spirits

NOCTÉ

A quiet identity for a 32-seat bar that never wanted a sign.

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