STRATEGY AND CONCEPT. We began with research: we examined the motivations of jewelry buyers—women 35+—and their attitudes toward style, symbols, and self-identity. This yielded a key strategic conclusion: the value of jewelry for a mature individual is not so much a display of status as a manifestation of inner self. This is how the brand concept was born: "A person's beauty lies in their thoughts and actions." Jewelry becomes a reflection of this inner beauty. In this paradigm, an accessory is no longer just an accessory, but an extension of the owner's personality. Stone, shape, color, tactility—everything contributes to the expression of a person. We formulated the brand idea: "Beauty as a manifestation of your thoughts and actions." This idea became the basis for the positioning: "Designer jewelry and accessories for a mature individual."

NAMING. The name had to be soft and musical, yet possess an inner core. We sought a word that wasn't tied to trends, but would create a sense of depth and individuality. This is how Maymora was born – a distinctive sound that stands out among typical jewelry names. It's easy to remember, creates a sense of personal brand history, and sets the emotional tone for the entire collection.

RESULT. We developed a strategy, positioning, naming, logo, and visual identity that fully reflect the brand's philosophy. Maymora is signature jewelry created with meaning. It helps a person reveal their inner beauty – the beauty that is born from thoughts, actions, and a mature outlook on life.