NAKARALI

Nakarali is a boutique Indian jewelry brand that found early success in a world dance community. After four years of inactivity and a new product line ready to go, we conducted research and interviews and audited the existing brand to recommend a tiered relaunch strategy. 

Tier one scope included a revitalized brand positioning, brand voice and messaging update, refocus of the target audience and visual language revitalization, while maintaining brand ethos and historical brand equities. 

Second tier focused on digital branding, the creation on the brands first eCommerce website that would be the central sales hub for Nakarali. The site was designed with a user experience and function first approach. Smart SEO and ADA compliance, marketing plug-ins helped them keep track of valuable customer insights, including sales feedback to inform future product lines. A culture section for consumers to engage and interact with the brand was designed, increasing site time, and brand recognition. 

The third and final tier focused on a marketing, content creation and social media strategy that clearly communicated the beloved Nakarali brand is still true to its brand heritage but has evolved to be culturally relevant with a new product line that echos this evolution.

RESULTS

Site was published and sales resumed in July 2023
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Social Media follows +10% within the first month of the relaunch

team

Roxanne Benefiel
Kristen Branch

credits

Jewelry: Colleena Shakti
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Photography: Mathew De Santis