Lugano Diamonds
Building a remarkable brand. When I first met Lugano Diamonds, the company had six employees, an ambitious vision, and a small fourth-floor office in Newport Center. Over the next 14 years, I worked alongside its leadership as a creative and marketing partner, helping shape the brand as it evolved into an internationally recognized name in luxury jewelry.
The Challange
Founded in Newport Beach in 2005, Lugano offered extraordinary, one-of-a-kind jewelry and a highly personal approach to the client experience. Even in its earliest years, the company’s ambitions extended far beyond the traditional jewelry store.
The opportunity was to build a brand capable of growing with that vision, one that would express the collection's rarity, cultivate a sense of community, and distinguish every interaction with the sophistication and attention to detail that Lugano’s clients expected.
This was not a one-time rebranding project. It was a long-term collaboration focused on creating a cohesive luxury experience across every stage of the company’s growth.
After
Sixteen years, dozens of photo shoots, scores of partnerships, hundreds of events, thousands of ads, and millions of dollars raised for philanthropic organizations, Lugano Diamonds is a global brand and sells a $250M stake in the business and well on their way to a $1B valuation.
Advertising and Editorial
Advertising became one of the company’s most visible expressions. Through thousands of placements and editorial opportunities, we introduced Lugano’s jewelry, point of view, and client experience to increasingly influential audiences.
Each campaign balanced the collection's artistry with the brand's character. Exceptional photography and disciplined creative direction allowed the jewelry to command attention, while consistent messaging reinforced Lugano’s distinctive position in the luxury market.
Rather than treating individual advertisements as isolated pieces, we developed an enduring visual and editorial language that strengthened recognition over time.
Events and Client Experience
Lugano’s growth was built around more than its collection. The company created a community by bringing clients, cultural institutions, and philanthropic organizations together through memorable experiences.
Events became a defining part of the brand. From an advertisement or editorial feature to a coveted invitation, an evening in one of Lugano’s salons, and the presentation of a piece in custom packaging, every detail contributed to a continuous and carefully considered client journey.
Over the course of our partnership, I supported hundreds of events designed to deepen relationships, celebrate the community, and make every encounter with Lugano feel as remarkable as its jewelry.
Digital Experience
As Lugano’s reputation and reach expanded, its digital presence needed to convey the same sense of discovery and refinement clients experienced in person.
We used exceptional photography, film, editorial storytelling, and thoughtful design to bring the brand to life online. The digital experience showcased the collection's artistry while conveying the culture, relationships, and philanthropic commitments surrounding it.
Across its website and social channels, Lugano’s digital presence became more than a product showcase. It became an invitation into the world of the brand.
The Result
What began with six employees and a small Newport Beach office evolved into a globally recognized luxury brand.
Over 14 years, our collaboration encompassed dozens of photo shoots, scores of partnerships, hundreds of events, thousands of advertisements, an evolving digital presence, and millions of dollars raised for philanthropic organizations.
No single campaign created that transformation. It was the result of a clear vision expressed consistently over time, across every message, experience, and relationship.
Lugano demonstrated what becomes possible when marketing is treated not as a collection of separate initiatives, but as an integral part of the business. Together, we built a brand experience designed to be as remarkable as the collection itself.
“Jonathan has been a part of our growth since 2007. His design and marketing acumen and insights have helped steer the course for our brand to very successful outcomes. Jon’s breadth of work and experience makes his collaboration with our company invaluable and has kept our working relationship hugely successful.”
Stuart Winston / Chief Experience Officer and Managing Director, Privé
If your business is ready for awareness, growth, and profit, schedule a 15-minute, no-obligation call to see if we’re a fit.