Perkarat

Perkarat sells lab-grown and loose diamonds through a designer jewellery portal — at prices well below the traditional market. That’s exactly the problem: when diamonds cost less than expected, buyers assume the value has been compromised. The launch had to convey authentic diamond jewellery for less, without a legacy name to lean on.

The brand thought came from the customers themselves: the way you like your relationships, the same is our relationship with you. Today’s relationships are transparent, honest and freedom-oriented — but bound by trust. Perkarat’s launch voice spoke that language back, in campaign lines confident enough to raise an eyebrow — “A cappuccino with the ex doesn’t mean he’s going back to her” — each one landing on the same promise: a transparent relationship is a beautiful relationship.