Challenge
Ever dream with your eyes open? Dreaming with eyes open.
Charu Jewels is a family owned and operated business in the diamond city of Surat, India. Their benchmark boutique caters to local and global markets. When they launched their Dreamland Collection, they needed visual merchandise on par with their flawless jewellery. We asked ourselves how we can further drive the feeling and concept of the collection and translate it to an unforgettable in-store experience.
Approach
Boundaries of reality and imagination.
Channelling inspiration from the design of the jewellery, we decided that the best way to move forward would be to take the familiar and make it surprising. Because, that is the essence of every dream, where we see visions of something so common yet so extraordinary.
Solution
Handcrafted dreams with paper.
The Dreamland Collection blurs the fine line between unconscious wishes and conscious desires. To commemorate this transition, we created something that rests on that very fine, blurry line. A sort of limbo where dreamy jewellery has become very real through very real visual merchandising which is very dreamy.
