Diamonelle is a synthetic jewelry manufacturer that creates life-like diamonds at a fraction of the price. To support the launch of a new, exclusive series of products, they needed a better story. Traditionally shot on un-inspiring, flat white backgrounds with dry manufacture descriptions — we completely flipped the story into concept of nature and exclusiveness through the ‘Secret Garden’ theme.
Secret Garden is a motif framed around two key ideas (1) keeping your fabricated diamonds our little secret and (2) showcasing how naturally beautiful they are. Jewelry and flora were paired by texture and shape then arranged into minimal boutiques. Each new composition creates a dramatic twist while staying true to the motif and taking the reader on a journey through a Secret Garden.