It's been nearly 30 years of doing what I love and what sets my soul on fire, and with all those years comes a whole lot of change and transformation.
So, I decided now was the time to give my brand a refresh. One that feels more in line with who I've grown into, both as a person and as a jewellery designer.
It’s Been Exciting, Hard, Emotional
This whole process has been a rollercoaster of emotions!
It's surprisingly hard to let go of something you've built, loved and worked on for so long. The way my brand looks, the way it sounds, all the little details have become such a big part of Janine Binneman Jewellery and something so many of you know and love.
But this new version? It feels even more like me.
It's powerful. It's punchier. It's a little more refined. But don't worry, it's still sprinkled with all the colour, personality and magic that make JBJ what it is.
It’s taken months and months to get here. Endless calls and meetings, LOTS of brainstorming and an incredible mix of creative minds bringing it all together. I couldn’t be prouder of what we’ve created!
The Brand Strategy and Messaging
It all started with a brand strategy (who knew I even needed one?!).
It made me really stop and think. What do I want my brand to stand for? How do I want women to feel when they wear my jewellery? Who am I really creating for?
I worked with such an amazing team who somehow managed to capture the true essence of who I am and translate that into my brand. I remember every strategy call being filled with electric energy, squeals of excitement and LOTS of “YES! THAT’S IT!” moments.
It was wildly fun digging into it all, and what we came back to felt SO incredibly me:
That’s who I create for.
Jewellery designed to make you feel powerful, expressive, beautiful, and completely yourself.
I absolutely fell in love with the process. We took everything that’s been swirling around in my head and heart for three decades, dug a little deeper and turned it into something that finally put into words who I am and what JBJ has always been about.
(I wish I could share the whole strategy deck with you! Hehe!)
The New Branding
Then came the extra fun (and tricky) part... bringing it all to life!
This was crazy. There were SO many elements of my brand to think about, not just the website. From the delivery boxes to the business cards, every detail had to be PERFECT.
Looking back, the brand has come so far…
There were things I’d almost forgotten about until suddenly we needed a design for them too. That tiny little sticker that goes on your parcel? Yep, that needed some love too!
And you know what? I think we absolutely hit it out of the park.
The new JBJ feels more refined, a little more grown-up (like me... LOL), yet still bursting with the colour, creativity and playful personality you know and love.
And I have to say, one of my absolute favourite parts of the whole thing is my new brand mark.
Our new brand mark brings the ‘J’ and ‘B’ of Janine Binneman together, mirroring the two letterforms to create a fluid, distinctive form.
What’s Next?
I can happily say that I LOVE where JBJ is right now. But nearly 30 years have taught me that I’m probably never going to stop changing, growing, experimenting and dreaming up what comes next.
As a brand, as a person and as a jewellery designer, there’s always something new to discover.
So, as always, expect the unexpected.
Because in true JBJ style, whatever comes next is bound to have plenty of colour, a little quirkiness and something you probably haven’t seen before.
