Our client, Carats Fine Jewelry and Watches, asked us to develop an advertising campaign to highlight their lesser-known services — jewelry buying and discreet collateral loans. Many people do not think of their jewelry or watches as assets that can offer an alternative to traditional bank loans or help them afford life’s unexpected expenses. Since Carats is a full-service jewelry store, the look and feel of the ads had to be polished, sophisticated, and high-end. Our designs included a bright yellow color band to help them stand out in a newspaper or magazine, silhouetted jewelry and sepia-toned photos for an upscale look, with multiple versions of campaign headline’s to speak to business people, parents, and retirees. In addition to increasing traffic to their store, the ads brought more awareness and visibility to the Carats brand.