Women and men today love their diamonds, and what could be more meaningful than having them crafted just for you — in the colour, shape, and size you desire. The idea of wearing different coloured diamonds every day felt liberating, modern, and full of possibility.

So when our client wanted to launch a Lab Grown Diamond jewellery brand in the US, he wanted something that would stand apart. At the time, lab grown diamonds were new, and people were unsure. Would they trust the concept? Would they buy? Natural diamonds were still seen as the only “real” diamonds, and everything else was considered a lesser copy.

But our research showed something different. Younger, financially independent women were investing far more in the present than in the long term. From shoes to bags to phones to fashion, they chose what made them look good and feel confident right now.

That insight opened the door. Drawing from consumer psychology, we named the brand One Glass Shoes, inspired by Cinderella’s story of transformation. And unlike traditional jewellery brands, we set out to disrupt.

The name was original, the packaging memorable, and the launch ideas refreshingly new. The jewellery box itself was made of glass, echoing the transformation narrative. And because the diamonds were lab grown, the brand carried a clear purpose — to make luxury greener.

Hence the idea that defined the brand: The Brilliance of Green.