The brief was to take Signi Jewels — a new 18K gold jewellery brand — from zero to market. That meant building the launch strategy, establishing a social presence, and getting the right voices to carry the brand to the right audiences across India.

From content creation to influencer collaborations, every move was designed to position Signi in the sweet spot between accessible and aspirational — everyday luxury that didn't ask you to choose between quality and price.