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Launching a coveted new brand into the fashion industry

Updated: Jul 26

Building credibility and visibility of a new jewellery designer

Swapping law for larceny might sound scandalous, but when Jim law traded in his career as a solicitor to launch his own jewellery line Larceny, he essentially did just that. Swapping deeds for designing jewellery, Jim got in touch with us to introduce his newly minted jewellery brand to the New Zealand fashion industry.


You only have one chance at launch, so the project was critical in setting up the brand for the future. As an unknown player, we needed to tell a great story and leverage third-party endorsement from top tier fashion media to build trust and drive sales. And we needed to do it all within a tight budget.


To ensure every dollar counted, we took a targeted approach to reach fashion-conscious New Zealanders. A well-considered pitch plan ensured Larceny’s signature aesthetic was on the radar of some of the most prominent people in the fashion industry. As key real-world influencers, we also reached out to fashion stylists to let them know about the latest jewellery option available for their shoots.


Understanding that those who read business news are also consumers, telling the Larceny business story was another part of the strategy. Sharing Jim’s family connections to jewellery and his success launching a business during a pandemic was a strategic move to build long term credibility online.


In the three months following the media launch, Larceny had a potential cumulative reach of approximately 250,000 people via some of New Zealand’s biggest business, fashion, and consumer publications. With features in the Sunday Star Times, Viva, Stuff, FashioNZ, WOMAN Magazine, Idealog and Gekkan, Larceny was in front of consumers nationwide.

More importantly, our launch activity generated traffic and interest in the brand to support product sales. With big plans for a second collection and influencer partnerships, this lockdown born business created by a former lawyer has only just begun to make its grand debut.


As a new player in the jewellery industry, Angela and the team at Brainchild was recommended to me. From the onset communication was clear and Brainchild were highly transparent with the finer details. I knew the exact services I was getting and a strategic plan was put in place to match my budget. Highly recommend Brainchild!

- Jim Law, Larceny


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