This is you

  • You can’t seem to explain to your team or freelancers what is so clear in your head and heart.

  • You miss the time and space to look at your story from a distance.

  • You often feel like a slave to your communication channels.

  • Your brand might be named after you as a person, but you don't want to put yourself forward.

  • You notice a soaring number of jewelry brands that are all fishing in the same pond.

Why transform your collection into a brand?

Today, we do not buy goods for what they are but for what they represent. We hope that the universe of the brands we shop for will rub off on us. Branding is about materialising that universe. As jewelry has a strong emotional component, it has always been paramount to wallow it in a rich realm which has only become increasingly important.

This course will teach you how to delineate where your jewelry brand's universe begins and ends.

"Jasmijn works with brands but all the more with people. She empowered me to put into words what I always felt deep down but never managed to articulate on my own." 

Anna Rosa Moschouti, founder AR.M Jewelry

Now what about that chocolate necklace?

I stumbled upon necklaces made in chocolate when looking for a gift for my clients. I immediately felt: this is it. Interesting in form, winking at the product I am so passionate about, handmade, quirky, coming from young talent, winking at my sweet tooth, the chocolate necklace represents very aptly what I stand for. And that, for me, is the heart of branding: allowing every detail to stand for your brand.

Would I argue that every brand should hand out chocolate necklaces? Of course not. In this course, I do challenge you to find your own chocolate necklace(s). 

You wish to...

  • Evolve from a multitude of thoughts and feelings to a framework on paper from which your team can creatively build.

  • Work less ad hoc and ensure that everything you do contributes to anchoring your brand.

  • Train yourself and your team to walk the talk.

  • Define a place of comfort for the individuals behind the brand that is in line with the future strategy.

  • Initiate this transition yourself under digital guidance.

"Jasmijn's love for authentic brand stories is downright contagious." 

Eva Koninckx, sales manager Wouters & Hendrix


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  Module 1: Limiting beliefs & mantras
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  Module 2: (Jewelry) brands & branding
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  Module 3: Challenges
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  Module 4: Brand pillars
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  Module 5: Tone of voice & look & feel
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  Module 6: Your chocolate necklace
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  Module 7: Everyone on board
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  Module 8: What's next?
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What's included?

Frequently Asked Questions

Is this course relevant when I'm about to launch my brand or just did?
When you're just starting out, you wear a lot of hats and have little time to spare. Clear brand pillars help you pinpoint where you're headed and remind you to only choose paths leading towards your that goal.
This course helps you to get your pillars straight and define a strategy in line with them.

Is this course relevant when it's just me?
Every brand is surrounded by people: suppliers, freelancers, partners, ambassadors... Each and every one of them can be a powerful brand ambassador when imbued with your brand pillars. Use this course to get your pillars straight and to get every single person linked to your brand on board.

What if I'm unsure if this course is worth the investment?
Untangling your brand impacts every aspect of your business. Clear brand pillars not only make communicating about your brand much easier, they will give direction to your business development strategy, sales choices, operational approach... The budget and time spent on getting your story straight, are quickly recovered in the form of budget and time saved on dead end paths, trial and error, endless discussions...

How long does it take to finish the course?
The course contains 2 hours of video material with a mix of theory and practice. The latter will take approximately a day to finish. I recommend to allow yourself a few days to let the insights of every module sink in and to look for inspiring translations in real life. Beware: even after finishing this work, building a brand remains a constant work in progress of testing and adjusting.

What if I need assistance?
A 1 hour call to discuss your progress and questions is included in the fee of the course. If you care for more guidance, you are more than welcome to request an offer for one or more additional sparring sessions.

Why would I want to put into words what I know so well deep down?
To stay on track, conscious action is needed in order to step out of the 'mud'- the operational reality of running a brand- and look at it with fresh eyes. This course acts as an outstretched hand to help you step out of that mud.

I have a logo and a font, what else do I need in terms of branding?
Visual elements like a logo and font evoke a lot of brand associations. You want them to be just right. Clear brand pillars provide direction. This course teaches you among others to get these straight.

What's specific for jewelry brands?
The basic principles of branding apply to any kind of brand: you want to have your brand pillars on point and take every opportunity to consolidate them. However, buying jewelry was never just about buying a product. With emotionality as a powerful marketing tool, the field of jewelry branding is a fascinating, albeit complex well of possibilities, that becomes tangible in this course.

Can I get an invoice?
You will automatically receive an invoice at the end of the month in which you order the course. The price of the course is VAT inclusive. When your company is based in Belgium, you will receive an invoice stating the usual 21% VAT.

How can I book my digital sparring session included in the fee?
You will receive an email after buying the course to reserve a time slot.