We started working with Kalevala Jewelry on the eve of its 80th anniversary. Over the years, the illustrious jewelry brand had lost some of its appeal, along with its primary target group: young urban women. The marketing focus was on celebrity-designed jewelry.
For the anniversary, we wanted to rediscover Kalevala Jewelry’s lost soul and put it into words, into an encompassing Emotarina story. We found this story at the very root of Kalevala Jewelry,
a company originally founded as a tribute to Finnish women and a driver for female empowerment. We simply needed to update the original mission and make the message relevant for the young women of today.