Narcissus Jewels

My Role & Responsibilities

Developed a brand voice for Narcissus Jewels that honored their 70-year heritage while appealing to contemporary luxury consumers.

• Translated rich Greek goldsmithing history into compelling copy across all touchpoints
• Used audience-led methodology to understand what aspects of heritage luxury resonated most
• Developed comprehensive brand voice guidelines and product descriptions
• Created content highlighting ethical practices in an authentic, non-performative way

Audience-Led Approach

I began with data analysis to understand what aspects of the brand story resonated most with their clientele.

• A/B testing revealed content emphasizing craftsmanship generated 43% higher engagement
• Stories connecting pieces to Greek heritage drove 37% more time on page
• Developed voice balancing authoritative expertise with warm accessibility
• Results: 28% increase in conversion rates and 45% increase in newsletter sign-ups

Our Story

Since 1953, we've preserved the art of Greek goldsmithing in our Athens workshop, blending three generations of craftsmanship with ethical practices. Each piece tells a story of heritage and conscious luxury.

We are a small, family-run jewellery maker based in Athens, Greece. For over 70 years, the Vouclos family has maintained the traditions of Greek goldsmithing while adapting to contemporary designs and ethical sourcing practices.

Brand Voice Development

Balancing rich heritage with contemporary relevance required a strategic, data-driven approach.

• Created testing framework to measure how different messaging approaches performed
• Discovered customers valued authenticity and craftsmanship stories over traditional luxury language
• Developed voice that explains technical terms in context, making heritage accessible
• Emphasized continuity and tradition while acknowledging evolution to meet ethical standards