Most jewelry doesn’t have a story to tell. It’s more superficial than substantial. Yes, there are exceptions: Tiffany has a movie, Cartier has a history. But if you’re a niche jewelry brand with a small (albeit very passionate) following, how do you take that brand to the next level, and introduce yourself to the world? Well, you isolate what makes you different. And then you find an arresting, unmissable way to shout about it.