Creating a challenger luxury jewellery brand


Devotion creates distinctive, high-end diamond jewellery for discerning brides with a strong sense of design and personal style. Our goal: to distinguish Devotion as a visibly superior brand equipped to compete on the international luxury stage.

We created a sumptuous palette of visual elements, combining a confident, classic logotype with a delicate ‘filigree’ symbol – an intertwined ‘D’ motif suggesting both craftsmanship and marital union. Having designed a signature ring box, we liaised with suppliers in China and the US, enabling a swift process from prototype to production. For the flagship store, we collaborated with sign makers and cabinet-makers, delivering specifications and keeping a close eye on production values.

Attention to detail is always important, especially for a luxury brand. To ensure consistently high standards – online, in print and in-store – we provided dedicated support throughout the implementation process. We also designed a responsive website, launched to coincide with the opening of Devotion’s flagship store at the Roosevelt Field Mall, Long Island.

Devotion has gone on to form a partnership with De Beers jewellery brand Forevermark to introduce a new brand of exclusive bridal and fashion jewellery. Every Forevermark diamond is completely natural, hand-selected and comes with a promise that it is beautiful, rare and responsibly sourced.

“Working with Grain is a wonderful experience. We are continually pushing the boundaries together with our luxury diamond brand, Devotion. Grain has been with us since the launch and we couldn’t ask for a better partner – they have provided guidance and support on the detailed Brand Guidelines we present to business partners and the Brand Strategy and selling propositions we present to consumers among many late night and last minute projects!” – Jevan Fox, Brand Manager



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