XMA · Case StudyPersonalised fine jewellery, GCC
Pegah
Only Ever Yours.
XMA repositioned an existing jewellery business under a new name and identity, building the brand idea, visual language, website, and full campaign system it needed to launch as a premium personalised jewellery maison.
Pegah had a working jewellery business, but the name, the visual identity, and the product message were no longer aligned with where the brand needed to go. The new direction, personalised fine jewellery with real emotional weight, required a clean break and a full creative foundation rather than a patch on what already existed.
Generic jewellery messaging is a crowded space. Without a sharp positioning idea, a personalised jewellery brand looks like every other gift shop. Pegah needed a single, ownable promise that could anchor the brand across the website, social content, and paid advertising at the same time.
The product range, custom name pieces, Arabic and English engraving, his-and-hers sets, occasion gifts, carried a strong emotional story. The challenge was to build a brand system that could surface that story across many different angles and audiences, not just tell it once.
Define the positioning idea first
Before touching visuals or the website, XMA worked out what Pegah needed to stand for. The insight was simple: a personalised piece is made for one person and will never belong to anyone else. That became the brand idea and tagline, 'Only Ever Yours', the ultimate luxury promise for jewellery that is intimate by design.
Build the visual identity
XMA developed a full brand identity under the name 'Pegah, Fine Jewelry / Maison'. The palette combined a deep royal blue, a soft warm beige, and a gold gradient to create a sophisticated, trust-building luxury aesthetic. Playfair Display was chosen as the primary typeface for its editorial elegance, with the NOW typeface as a clean secondary.
Set up the e-commerce website
A full website was built and configured to support Pegah's new positioning and product range. The site was designed to carry the brand's visual language and give the personalised jewellery offer a premium, shoppable home online.
Produce website-ready imagery with AI-generated jewellery visuals
XMA produced AI-generated jewellery imagery built to work across the website, social, and ads. This gave the brand a consistent, high-quality visual library from day one, without the cost and lead time of a traditional product shoot at relaunch stage.
Build a campaign system across multiple gifting and styling angles
Rather than one single ad concept, XMA mapped out a full campaign system with angles ready to test: custom name jewellery, engraved gifting, his-and-hers pieces, romantic gifting, occasion-based gifts, just-because gifts, mood-based styling, and premium fine-jewellery positioning. Each angle connects back to the 'Only Ever Yours' idea.
Brand films & video ads (AI-generated)
- Purpose
- Give Pegah a full library of scroll-stopping video, from cinematic brand films to UGC-style ads, without a single shoot.
- Execution
- XMA produced 11 AI-generated videos across the funnel: cinematic brand and craft films, a luxury unboxing, his-and-hers and personalisation campaigns, everyday lifestyle spots, and UGC-style gifting and try-on reels. All in the Pegah look, all ready to run on Meta and TikTok.
- Result
- A complete, on-brand video library covering awareness, consideration, and conversion, produced fast and at a fraction of traditional cost.
E-commerce website build
- Purpose
- Give Pegah a fully functional, brand-aligned online home that sells the personalised jewellery offer from day one.
- Execution
- XMA designed and built the full storefront at pegah.ae: an editorial homepage, category and collection pages, detailed product pages, an Arabic and English name-engraving flow, and a jewellery-care layer, all carrying the new visual identity.
- Result
- A live, premium, shoppable store, ready for traffic from paid and organic the day it launched.
Themed collections & brand stories
- Purpose
- Turn the range into more than products: give each collection a story worth buying into.
- Execution
- XMA wrote and designed full editorial story pages for Pegah's signature collections: Dream Garden (handmade pieces inspired by Iranian myth and legend), Jewels of Unity (a tribute to the UAE, woven with the words of its founding fathers), and the Sama Collection (inspired by the soul and light of the Sama dance). Each page pairs an artist statement, inspiration, and craftsmanship notes with the pieces themselves.
- Result
- Collections that feel like culture, not catalogue, giving shoppers a reason to connect beyond price.
See everything we made for Pegah
Browse the full library of videos and graphics we produced for them, on Frame.io.
Building a personalised jewellery brand from the ground up? Let's shape the idea, the identity, and the launch system together.
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