FAYE

The Challenge.

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Paul Valentine Group made their name in watches, but with the launch of Faye – a more accessible fashion jewellery brand – things started to blur. Both brands were growing fast, but shared categories, audiences and founders meant the lines between them were getting harder to define. Our brief was to devise a strategy to give Faye a distinct voice and role in the portfolio.

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Our Approach.

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We travelled to Germany to run brand workshops with the founders and their teams, unpacking what each brand stood for and where they could confidently diverge. For Faye, we built a full strategy and identity centred around self-expression and emotional connection. “Wear it your way” became the positioning, empowering women to style jewellery with confidence, individuality, and ease. A refined logo with speech marks echoed this sentiment across every touchpoint. We delivered a magazine-style brand book, complete with tone of voice and art direction, made to live proudly in their sleek new HQ.

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The Impact.

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Faye’s refreshed identity gave the business clarity at a critical time, and gave the team the tools to grow with consistency. It’s a distinct brand with direction, built to stand apart and scale fast.