Magnolia is Israel's largest leading silver jewelry retail chain, offering a wide variety of exclusively designed silver jewelry and featuring many new collections at affordable prices. The chain's branches are located in 52 malls and shopping centers throughout Israel. Through franchisees and subsidiaries, the chain boasts 20 stalls throughout the United States, Canada, Australia, the Netherlands and Eastern Europe. In 2007 Markstone Capital acquired Magnolia with the aim of expanding its operations abroad and transforming the company into an international chain.
Markstone Capital sought to invest in Magnolia’s brand to create a contemporary, international chain that would have broad appeal in the North American, European and Asian markets. Open’s primary challenge was to conceive of a brand strategy and visual language to express the chain’s broader positioning and to enhance its image with various target audiences—its customers, franchisees, and mall operators. Prior to the branding process, we discovered that customers perceived Magnolia's jewelry to be functional and casual, yet outdated and of lesser quality. Open’s challenge was position the brand as a trendy, international jewelry designer and boutique, offering a unique and emotional shopping experience.
Open selected the tagline, “Sparkle up your day,” a light, fashionable and intimate brand language. The brand features young and fashionable design elements. Its illustrated magnolias and handwritten logo convey the store’s simplicity, accessibility and the fact that its jewelry designs are handmade. The brand promises a personal touch, not mass-produced products. Combined with colorful and changing ink stains, these visual brand elements emphasize dynamism, variety, softness and femininity.
Since completing Open’s branding process, Magnolia has opened over 60 stores and branches worldwide. The brand strategy has been implemented in customer contact points across the business, including stores, a website and marketing materials.