the vault nantucket / taking a touchy-feely luxury brand online

in a field shrouded in secrecy and exclusivity, katherine jetter has created something lighter, brighter and infinitely more interesting. part jeweler, part creative incubator, her successful nantucket boutique does away with the dark suits, glass cases and hushed atmospheres traditionally associated with fine jewelry sales. in their place, the vault nantucket invites us to discover new couture jewelry passions without intimidation.

known for her inviting personality and exceptional eye, katherine jetter made it her mission to help her loyal nantucket following experience couture jewelry and rare gems intimately. so when she launched the brand’s first e-commerce website, she needed help translating a uniquely tactile and emotional brand experience into an online store that truly felt like the vault.

gemstones and couture jewelry design are seldom purchased online because people prefer to examine and compare major purchases in person, ask questions and try things on. there’s also an element of attraction to buying jewelry, and it’s hard to fall in love online if you haven’t felt the weight of a piece in your hand or seen how its gemstones catch the light. to convey the vault’s value and cachet without connecting in person, we refreshed the vault’s brand identity and story, leaning into all the elements that lend the brand its uniqueness and credibility.

people love a great founder’s story, so every part of the brand is infused with katherine’s purpose and passion. we crafted a messaging and content strategy to convey katherine’s warmth and humor with a hint of vulnerability, to help people connect emotionally with the brand. and we defined consistent messaging about her expertise and vision to inspire trust. we launched the vault nantucket’s online store with a fresh new brand identity and website, and built a team of tactical specialists to bring it to life. we continue to contribute strategic guidance and sophisticated creative across all customer touchpoints, including content and search engine marketing, email campaigns and more.

what we did: brand strategy, brand positioning, messaging, visual id, design system, brand consulting, brand architecture, product naming, brand experience, brand marketing