SCOPE OF WORK
Hania Kuzbari Jewelry Designs is known in Jordan and Dubai for its artisanal, handcrafted fine jewelry. The designer’s work has been seen on members of the Jordanian royal family and is stocked at Sauce Rocks, located inside the Four Seasons Jumeirah Hotel in Dubai.
Matte PR introduced the brand to a Canadian audience at Toronto Fashion Week in 2019. And that’s not all, we’ve worked with the brand on its public relations, social media, e-commerce, and product and campaign images, and have facilitated collaborations and pop-ups since.
The brand’s March 2020 Yorkville Village pop-up was our last IRL activity with the brand pre-pandemic. Keep reading to learn about how our quick thinking earned us a ‘best pivot’ award from the Canadian Public Relations Society.
Over time, we’ve positioned Hania Kuzbari Jewelry Designs as a go-to for Canadians seeking out handmade fine jewelry made of salvaged silver and gold using ethically sourced stones and diamonds.
STRATEGY & EXECUTION
We redesigned the brand’s Shopify user experience to exemplify e-commerce best practices. We focused on product information management, visual communication, brand positioning and content production. As a result, the brand’s streamlined digital vision delivers an exceptional customer experience. HaniaKuzbari.com is an easy-to-navigate site making browsing collections, purchasing pieces, and learning more about the brand’s ethos a breeze.
Toronto Fashion Week
Matte PR collaborated with Brian A. Richards, to produce Hania Kuzbari’s SS/2020 Toronto Fashion Week presentation, managing all PR activities. Understanding the intimacy of the product, the event concept was a parlour-style presentation at the Hazelton Hotel, putting the brand at the fingertips of editors, buyers, and socialites.
Guests were invited to high tea while models walked slowly through the room. Notable attendees included Barb Atkin, Ben Barry, Laura deCarufel, Jen Kirsch, Nicholas Mellamphy, Grego Minot, Anjli Patel, Mary Symons, Suzanne Timmins, and many more.
Following the success of Toronto Fashion Week, we produced the brand’s SS/2020 collection campaign with Brian A. Richards as the creative director, Dwayne Kennedy as the stylist and Renata Kaveh as the photographer.
Pop-ups & Sales Opportunities
Next, we hosted a highly anticipated pop-up in Toronto giving people an opportunity to view the jewelry up close in person.
Matte PR managed the experience from top to bottom. This included scouting and negotiating with the venue, coordinating the creative direction with set designer Noelle Hindi, planning and organizing a VIP opening night, inviting media and influencers to attend, merchandising the store\ as well as producing the complimentary #MeantToBeWorn campaign.
When the pandemic forced the pop-up to close, Matte PR worked quickly to translate the in-person store experience to the online shop, creating a virtual appointment experience for shoppers. On June 15, 2021, Matte PR was recognized at the Canadian Public Relations Society (CRPS) Achieving Communications Excellence (ACE) Awards, receiving the Bronze for Best Pivot.
Matte PR also coordinated pop-ups for Hania Kuzbari Jewelry Designs in collaboration with CAFA, Cabine by Nicholas Mellamphy and NARCES.
Matte PR produces social media and web content for the brand. We work directly with the designer to curate seasonal collections, combining new and archive brand products. Our team captures on-body and off-body social media imagery, ensuring the brand has ongoing fresh content. Take a look at some of our favourite shots.
Since 2019, the Hania Kuzbari Jewelry Designs has steadily grown its influence in Canada.
Its total social media impressions has grown by 88% from January 2020 to January 2021. Online traffic has grown by 111%. We helped the brand develop a cohesive visual identity and brand story, rooted in Hania Kuzbari’s lived experience and personal ethos.
Top-tier Canadian outlets such as CBC, Daily Hive, ELLE Canada, FASHION, Globe and Mail, LUXE Magazine, The Kit and Toronto Star have covered Hania Kuzbari Jewelry Designs. Over 126,849,581 impressions were garnered from national media coverage in trade and consumer publications between August 2019 and August 2020.
On June 15, 2021, Matte PR’s campaign for Hania Kuzbari Jewelry Designs was recognized at the Canadian Public Relations Society (CRPS) Achieving Communications Excellence (ACE) Awards, winning Bronze for Best Pivot.