SCOPE
Carats Jewellers wanted to drive attention to its exclusive -50% August sale, inviting both loyal and new customers into its stores. The aim was to showcase Carats as the destination for timeless jewelry, while highlighting the accessibility of luxury during the promotion. Summercliff was tasked with creating an influencer-led activation that would combine sophistication, aspiration, and a strong sales push.
STRATEGY
We partnered with Constantina Evripidou, a respected public figure known for her elegance and refined style. By pairing her classic look and authentic personality with Carats’ high-end jewelry, the campaign positioned Carats as the place where timeless sophistication meets attainable luxury.
IMPLEMENTATION
Constantina visited a Carats store, where she tried on a curated selection of statement pieces.
The content showed her moving from trying jewelry to making a purchase, reinforcing desirability and accessibility.
Her elegant styling matched the classic Carats aesthetic, adding credibility and aspirational value.
The call to action encouraged audiences to visit Carats stores throughout August and take advantage of the -50% promotion.
RESULTS
Strong Aspirational Appeal – Constantina’s elegance aligned perfectly with the Carats brand image.
Clear Sales Messaging – The 50% discount was communicated directly and persuasively.
Customer Excitement – Followers were inspired to visit Carats during the promotion to experience luxury at half the price.
Brand Positioning – Reinforced Carats as not just a jewelry store, but a destination for timeless elegance made accessible.
By combining luxury storytelling with a strong promotional push, Carats Jewellers and Constantina Evripidou turned the August sale into a celebration of elegance that everyone could share in.
