Gemmyo is an exciting jewelry maison born in Paris in 2011. We were pleased to accompany them as their PR partner when they made their full-scale launch in Japan last November. 

The brand, which is steeped in the love story of its founders, Pauline Regnault and Charif Debes, was born with the goal of becoming a luxury jewelry maison that creates bold, modern jewelry for the modern age.

Gemmyo chose Japan for its first Asian launch because the founders deeply resonated with Japanese culture. The Japanese attention to detail and craftsmanship is in tune with their sensibilities and harmonizes perfectly with Gemmyo’s brand philosophy, securing their  decision to enter the market.  

During this launch, we were responsible for the communication strategy and messaging pillars for the Japanese market, and we worked hard to ensure that the message was consistent throughout all communication activities.  

To maximize this special opportunity for Gemmyo, we planned and executed three launch parties for the media, celebrities, and influencers. In addition, we set up several interviews with the founders during their visit to Japan, securing Gemmyo the opportunity to communicate its new concept of “smart luxury”, how the brand embodies this concept and how it offers unique value.  

The launch party was held at Gemmyo’s new Tokyo boutique in Omotesando.  

Candlewick carefully selected and approached the media, celebrities and influencers who shared Gemmyo’s philosophy. As well as supporting the launch party day, Candlewick handled all follow-ups, with the goal of increasing the number of Gemmyo fans. On the day of the party, 80 of Gemmyo’s business partners, approximately 70 media, 70 influencers and 5 celebrities attended the event to help Gemmyo get off to a great start, gaining exposure in various media, including social networking sites.  

Media interviews with the founders were arranged with Nikkei, Marie Claire, Numero Tokyo, 25ans Wedding, and other media ranging from economic to lifestyle media to convey the appeal of the brand from multiple perspectives. Candlewick also attended the interviews on the day of the event and made every effort to convey the full appeal of Gemmyo.  

In the media tie-up, Gemmyo selected a high-end magazine that reaches Gemmyo’s core target, providing advice on feature articles and products to be introduced. Outdoor advertisements were also placed at stations near the Tokyo Boutique to increase brand recognition in the surrounding area and to attract customers to the store. 

The launch week was a showcase of the power of Candlewick, which specializes in providing communication design support to overseas brands entering the Japanese market!