T MARK DIAMOND
LAUNCH – 2015 TO PRESENT
How we built a brand from scratch and sustained.
What is a T MARK diamond?
A patented technology that traces the information of a natural diamond’s processing journey through a unique mark and code. This is a testament to its authenticity and stands as a new standard in the diamond industry to eliminate illegal trading and malpractices.
Insight: To tap into consumers’ growing concern for originality and morality involving their products and lifestyle.
As diamonds purchases symbolise a gift of love and commitment or self-gratification, one should always ensure that it is as truthful and authentic as one’s feelings and promises.
Strategy: To redefine the true value of diamonds by introducing the new 4T standard (Traceable, Transparent, Truthful, Thoughtful) to work parallel with the traditional 4C concept, which has been unchanged by the GIA since 1953.
Consumers are reminded to place equal emphasis on a diamond’s quality and integrity, as each diamond purchase is a direct projection of one’s choice. This new standard is also a guarantee of natural diamond and provides reassurance against them being synthetic.
Totality: Staff buy-in and consumer experiences are essential for such luxury products. In addition to advertising campaign and collateral materials, Twohundred helped to curate an experimental shop with a staff training guidebook to deliveran all-inclusive and distinctive visitor experience. A travelogue was also included to tap into public’s interest in romantic destination and journey which serves as an analogy to T MARK diamonds own journey.
Subsequent effort and branding enforcement.
The effort to position T MARK as a class of its own is an ongoing process. To further enhance T MARK’s uniqueness and technological innovation, the four pillars of “customised, treasurable, privatise and traceable” were introduced – allowing customers to personalise their own unique T MARK code upon their diamonds. This premium feature heightens individuality and privilege to a whole new level.
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