W Jewelry needed to have its own identity, separate from W Magazine. Jewelry enthusiasts speak their own language, and the piece needed to capture that unique vocabulary without alienating potential subscribers that are new to the jewelry field.
I proposed a posh, fashionable invitation postcard that appealed to jewelry and watch enthusiasts without intimidating newcomers to the field. The copy succinctly identifies the unique information that readers will only find in W Jewelry, including topical business news, in-depth profiles, cutting edge trends, and irresistible insider coverage of the world of jewelry.
