MAQÉ is a female founded socially aware, sustainable brand, born from a deep passion for gemstones, a bohemian background and a belief that they can make a difference, founders Karjan and Kim, created MAQÉ.
Bold bracelets designed to be worn wherever you go, as a personal understated treasure, to be taken on all your adventures.
Karjan and Kim, both from Amsterdam and great friends, began their journey into the world of ethical jewellery making in 2018 after realising their dreams were aligned over a glass of vino in Ibiza.
As a young brand in an old industry, MAQÉ is working to set a new standard in the world of jewellery, through responsible mining and ethical sourcing, ensuring their stones are traceable from mine to market and solely using recycled metals. Both durable and waterproof, their beautiful handwoven macrame bands embellished with handcrafted gemstones are designed to be worn from day through to night as an understated yet luxe accessory.
The primary goal for MAQÉ has simply been to increase brand awareness and grow their social following. So we set about defining exactly who their target market is, and repositioning their social media channels to appeal to their audience.
We curated a collection of decidedly unpretentious, intriguing campaign imagery, each image hand-picked to evoke desire. We also designed a selection of graphics to demonstrate the brand story and ethics to their audience through their social media channels.
We then began a series of journal posts, to educate MAQÉ’s website visitors about their story, their ethos and choices navigating as young jewellery designers in an industry sadly renowned for corruption, unethical practices and bad working conditions.
Next, we designed and integrated a pop-up on their website to encourage visitors to subscribe to their mailing list.
Further, we set up an email automation to welcome new subscribers and gift them with a one-off purchase discount code, to thank them for joining the MAQÉ postcool jewellery tribe.
Next we partnered with professional Kite Surfer and influencer, Adrianna Espinoza to elevate the brand within the jet-setting, international water sports community.
Adrianna, created an array of gorgeous content, highlighting not only the beauty, but the durability of the handwoven macramé bands with responsibly mined precious and semi-precious stones, set in tarnish proof recycled gold and platinum.
Shortly after, the next collection was due to launch, introducing the new green Aquaprase Abundance ring with a sizeable ethically mined gemstone from Southern Africa containing hints of cloudy dreamy white and browns lines, set in 18k recycled rose gold – however, the pandemic was upon us, as was lockdown, making shooting the ring near on impossible.
If there is a will, there is a way as they say – and, so we agreed not to delay the launch and instead proceeded with a trending ‘Facetime shoot’, taking candid shoots of founder and model, Kim wearing the new beautiful ring.
We ploughed ahead and hosted an Instagram giveaway, designed to boost MAQÉ’s international exposure, and build their Instagram following. The winner was based on the other side of the globe in Australia!
Most recently we set about designing a new landing page for MAQE’s winter season campaign and began a new advertising initiative to drive their online sales.
