SCOPE
Carats Jewellers wanted to spotlight its exclusive -50% August sale, making luxury jewelry more accessible while highlighting the brand’s timeless yet fashion-forward appeal. The objective was to drive store traffic, encourage purchases, and showcase Carats as a destination where style meets elegance. Summercliff was tasked with creating an influencer activation that blended trend-driven fashion with aspirational luxury.
STRATEGY
We partnered with Nasia (Siaila), a fashion-forward influencer whose style resonates with younger, trend-conscious audiences. By contrasting her modern look with Carats’ timeless pieces, the campaign positioned the brand as one that bridges tradition with contemporary style, making jewelry appealing to both classic and modern tastes.
IMPLEMENTATION
Nasia visited a Carats store, trying on a selection of bold, statement jewelry pieces.
The content highlighted her fashion-forward look, creating a dynamic contrast with Carats’ elegant designs.
The storytelling moved from trying on jewelry to making a purchase, reinforcing both desirability and accessibility.
The call to action invited followers to visit Carats stores throughout August and take advantage of the -50% promotion.
RESULTS
High Fashion Appeal – Nasia’s modern styling showcased Carats as relevant to trend-driven audiences.
Clear Sales Messaging – The -50% discount was communicated directly and persuasively.
Strong Engagement – Followers responded positively to the mix of luxury and fashion-forward content.
Brand Expansion – Reinforced Carats as a brand that appeals not only to classic jewelry lovers, but also to modern, style-conscious customers.
By combining fashion, luxury, and accessibility, Carats Jewellers and Nasia (Siaila) turned the August sale into a celebration of style for every generation.
