Role
UX & UI design
Client
Graff Diamonds
Project type
Responsive e-DM campaign
Context
Graff Diamonds commissioned the design of its first electronic direct marketing communications to
extend the brand’s
exceptional craftsmanship, elegance, and exclusivity into a digital environment. The challenge was to
translate
high jewellery codes into a restrained, editorial user experience while maintaining absolute clarity
and control
across the customer journey.
Objective
To establish a refined digital language for Graff’s e-DM communications aligned with its luxury
positioning.
The campaign focused on the Floral Rain collection, using carefully curated imagery, typography, and
pacing to guide
recipients through the narrative with a frictionless, intuitive flow — elevating brand perception and
encouraging
meaningful engagement from a high-end audience.
Approach
Defined a disciplined layout system and interaction hierarchy designed to preserve a luxury aesthetic
within the
technical constraints of email platforms. Particular attention was given to spacing, rhythm, and
visual restraint,
ensuring the experience felt sophisticated yet effortless, performed consistently across devices and
clients, and
captured attention without visual excess.
