JB Jewellers
Background
JB Jewellers is a family-owned house of craft rooted in Pettah’s historic Sea Street, Sri Lanka’s jewellery hub. Known for gold and pure silver jewellery, the brand has been a trusted name for generations, carrying forward cultural traditions that define adornment in Sri Lanka.
Every piece reflects heritage — shaped by time-honoured techniques and local artistry. Yet, despite its legacy, JB Jewellers needed a digital presence that matched its story.
The Challenge
The brand’s social media leaned heavily on a blue, studio-style backdrop.
While professional, this approach was:
Generic and product-only (looked like stock catalogues).
Disconnected from Sri Lankan cultural context and heritage.
Failing to create emotional connection or brand differentiation.
JB Jewellers needed a strategy that would:
Highlight its heritage and craftsmanship.
Feel authentic and culturally rooted.
Drive organic engagement and growth without ad spend.
Our Approach: The Mugham (Faces) Campaign
We shifted the visual and content direction to warm, story-driven, heritage-focused branding:
Visual Identity
Introduced deep reds, lotus motifs, and hand details, evoking cultural richness and legacy.
Balanced jewellery product shots with lifestyle-inspired imagery rooted in heritage.
Content Strategy
Posted 4 posts + 1 reel per week consistently.
Used narrative captions highlighting tradition, family, and artistry.
Focused on human touch (hands, fabric textures, florals) to make jewellery feel lived, not just displayed.
Engagement Tactics
Reels showcasing craftsmanship close-ups.
Storytelling posts that went beyond "product" to "piece of heritage".
Results
Before
Avg. 200 views/post.
Flat engagement, with posts performing like static catalogues.
Audience growth stagnant.
After
Avg. 300–365 views/post (with several standouts beyond 320+).
Total reach of 6.8K/month consistently.
Follower base grew from 92 → 128 (+40% in 3 months).
37–47% of reach came from non-followers, proving we expanded JB’s audience.
No ad spend — 100% organic growth.
Impact
Posts with red lotus & heritage storytelling outperformed blue studio posts.
The campaign restored cultural authenticity, aligning the brand’s visual identity with its legacy.
The improved engagement + reach proved that audiences respond better to story-driven, heritage-rich contentthan to generic studio shots.
Conclusion
The shift from blue-background, catalogue-style content to red-toned, heritage-driven storytelling repositioned JB Jewellers online. By grounding the brand in culture and emotion, we created stronger resonance, higher reach, and steady organic growth — proving that authentic storytelling always outperforms generic presentation.
