Eclectic
Full business and design process
This is structured using the Design Thinking methodology — from user insight to final outcome.
Project Context & Brief
This project was developed as part of a school assignment at KEA and based on the Danish jewellery brand Monies. The brief, set by our instructors, asked us to create a design concept and strategic direction that would renew and reposition the brand while staying true to its core identity. Although based on a real company, this project was not affiliated with Monies.
We worked collaboratively in a multidisciplinary team to apply design thinking principles, combining strategy, user insights, and branding to explore a contemporary direction for the brand.
Empathize
Research & Business Understanding
We began with an in-depth research phase to understand Monies' DNA and the jewelry landscape both in Denmark and internationally. This included:
Desk research into the brand's history, aesthetic language, and communication strategy
In-store observations of product placement and customer interaction
Qualitative research including surveys and interviews to identify new user needs and motivations
Market and trend analysis in relation to sustainability, luxury, and self-expression
From our research, we identified a new potential customer segment: younger, creative women (25–40) who view jewelry as a form of identity and emotional expression.
Persona: Freja
34, creative consultant living in a city. Uses jewelry as a mood-based, visual extension of self. Values material honesty and craftsmanship but misses playfulness in the luxury space.
POV: Freja needs jewelry that shifts with her mood and aesthetic, without compromising on quality or artistic integrity.
HMW: How might Monies create a more playful and accessible collection that speaks to a younger audience without losing its core DNA?
Define
Target Group, Persona & Strategic Framing
Define
Design Drivers & Moodboard
We developed key design drivers to guide our creative development:
Material focus: Raw, tactile, natural materials with artistic finish
Self-expression: Jewelry as an emotional and visual statement
Transformation: Pieces that can be rearranged, combined, or customized
Moodboard: A curated visual world of wood, horn, stone, and colored acrylic. Influenced by architecture, fashion, and natural formations that convey versatility and scale.
Ideate
Sketching & Material Experiments
We sketched, iterated, and tested ideas exploring contrast and personal storytelling through scale, texture, and color.
Material Choices: Wood, horn, acrylic, and stones—balancing boldness with Monies’ refined material legacy.
We prototyped jewelry components that could be mixed and matched, allowing users to express different moods or styles through modularity.
Prototype & Test
Key Insights
We presented and tested our concept through a mid-process critique and final pitch, gathering professional feedback.
Strong resonance with modularity and emotion-driven design
Positive feedback on branding and customer journey
Recognition for proposing a relevant yet surprising sub-identity for Monies
Execution
Eclectic is a jewelry collection built for personal storytelling. Each piece can be combined and worn in multiple ways, reflecting the user’s emotions, style, and rhythm of life.
The organic, asymmetrical forms align with Monies’ heritage while introducing a younger, more versatile design language. This project shows how user insight, material knowledge, and strategic branding can reframe luxury jewelry for modern consumers.
Team Collaboration
This project was developed by:
Sine Harwits
Jannie Sander
Olivia Velin Møgelvang
Simone Hechmann Ravn
Our shared responsibilities included:
User and market research
Brand and strategic development
Prototyping and design direction
Business modelling and visual presentation