HANIA KUZBARI JEWELRY DESIGNS

SCOPE OF WORK

A Legacy of Craftsmanship

Known for its exquisite, handcrafted fine jewelry, Hania Kuzbari Jewelry Designs had already captivated a discerning clientele across Jordan and Dubai. Worn by members of the Jordanian royal family and stocked at the prestigious Sauce Rocks inside the Four Seasons Jumeirah Hotel in Dubai, the brand exuded the heritage of handcraft.

In 2019, the next challenge beckoned: Canada. Matte PR assembled a multi-faceted brand elevation strategy to introduce Hania Kuzbari Jewelry Designs to the Canadian luxury market. From a spectacular debut at Toronto Fashion Week to immersive pop-ups and a seamless digital transformation, the brand’s journey was one of innovation and impact.

Refining the Digital Flagship

With a sharp focus on user experience, Matte PR reimagined the brand’s Shopify store, ensuring a seamless, intuitive and immersive digital storefront. The streamlined e-commerce experience allowed customers to explore collections effortlessly while deepening their connection with the brand’s ethical ethos and heritage craftsmanship. A precise balance of storytelling, visual communication, and strategic content curation transformed HaniaKuzbari.com into an aspirational destination for fine jewelry connoisseurs.

Toronto Fashion Week: A Moment of Refinement

Matte PR partnered with creative force Brian A. Richards to conceptualize and execute an intimate SS/2020 Toronto Fashion Week presentation at the exclusive Hazelton Hotel. Designed as an immersive parlour experience, guests were invited to high tea while models moved gracefully through the space, allowing editors, buyers, and tastemakers to experience the jewelry in its most natural element — worn. A high-calibre guest list, including Barb Atkin, Ben Barry, Laura deCarufel, Isabel Slone, Nicholas Mellamphy, Grego Minot and Suzanne Timmins, ensured the brand’s presence resonated with Canada’s most influential fashion voices.

Hania Kuzbari’s high-tea parlour-style jewelry presentation inside the Hazelton Hotel at Toronto Fashion Week

A Visionary Approach to Fashion Direction

Following the success of Toronto Fashion Week, Matte PR spearheaded the creative direction of the brand’s SS/2020 campaign, working with an elite creative team: Brian A. Richards as creative director, Dwayne Kennedy as stylist and Renata Kaveh as photographer. The result was a visual narrative encapsulating the brand’s artisanal mastery and modern elegance.

Hania Kuzbari SS/2020

Pop-Ups & Experiential Retail

Physical touchpoints played a pivotal role in introducing Hania Kuzbari Jewelry Designs to the Canadian market. A high-profile Toronto pop-up offered an intimate setting where guests could engage with the collection firsthand. Every detail was meticulously curated — from venue selection and set design by Noelle Hindi to the immersive #MeantToBeWorn campaign. Media, influencers, and private clients were invited to an exclusive VIP launch, reinforcing the brand’s positioning as a luxury essential.

Hania Kuzbari Jewellry Designs Store Environment by Noelle Hindi

However, when the pandemic abruptly halted in-person retail, Matte PR executed a seamless digital pivot, transforming the in-store experience into a virtual appointment system. The innovative strategy was recognized at the Canadian Public Relations Society (CRPS) Achieving Communications Excellence (ACE) Awards, earning a Bronze for Best Pivot in June 2021.

Further expanding its footprint, the brand collaborated with CAFA, Cabine by Nicholas Mellamphy, and NARCES on exclusive retail activations, continuing to build its profile among Canada’s style elite.

Hania Kuzbari and Heidi Ruggier at Hania’s Yorkville Village Pop-Up Opening

Elevated Content & Social Strategy

A robust content ecosystem was central to maintaining engagement and desirability. Throughout 2021, Matte PR developed and produced compelling visual content, working closely with Hania Kuzbari to curate seasonal collections. The brand’s evolving aesthetic was reflected in an ongoing series of high-impact imagery, ensuring a steady stream of fresh, engaging content across digital channels.

Social media content photographed by Matte PR

Impact & Media Success

The results were undeniable. From 2019 onward, Hania Kuzbari Jewelry Designs cemented its presence in the Canadian market, seeing an 88% increase in social media impressions from January 2020 to January 2021 and a 111% rise in online traffic. The brand’s refined narrative and visual storytelling secured extensive media coverage, with placements in CBC, Daily Hive, ELLE Canada, FASHION, The Globe and Mail, LUXE Magazine, The Kit, and the Toronto Star. Between August 2019 and August 2020 alone, national media coverage garnered over 126,849,581 impressions, solidifying the brand’s influence.

Recognition & Awards

On June 15, 2021, Matte PR’s groundbreaking campaign for Hania Kuzbari Jewelry Designs was honoured at the CRPS ACE Awards, winning Bronze for Best Pivot — a testament to the agency’s strategic agility and unwavering commitment to brand excellence.

Hania Kuzbari Jewelry Designs is more than a brand; it is a statement of artistry, heritage and contemporary luxury. Through a meticulously executed strategy, Matte PR successfully positioned it at the forefront of Canada’s fine jewelry landscape, where craftsmanship meets culture, and every piece tells a story.