Full business and design process
This project follows the Design Thinking process – from user insight and problem definition to ideation, prototyping, and testing. It’s a human-centered approach that ensures the final concept is both relevant and realistic – balancing emotional value with business potential.
Brief
We began with an in-depth research phase to understand Monies' DNA and the jewellery 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
Research & Business context
Empathize
We began with an in-depth research phase to understand Monies' DNA and the jewellery 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
SWOT Analysis
Brand Brief: A strategic reframing of Monies' identity centered around storytelling and a more democratic approach to luxury.
Business Model Canvas: Mapped value proposition, key activities, customer relationships, and revenue streams. Focused on material awareness and modularity.
Target Group, Persona & Strategic Framing
Define
From our research, we identified a new potential customer segment: younger, creative women (25–40) who view jewellery as a form of identity and emotional expression.
Persona: Sara
34, creative consultant living in a city. Uses jewellery as a mood-based, visual extension of self. Values material honesty and craftsmanship but misses playfulness in the luxury space.
POV: Sara needs jewellery that shifts with her mood and aesthetic, without compromising on quality or artistic integrity.
HMW: How might we design sculptural, modular jewellery that empowers the wearer to express their individuality — while staying true to Monies’ bold and artistic design language?
Design Drivers & Moodboard
Define
We developed key design drivers to guide our creative development:
Modularity
Material contrast
Bold scale and shape
Timeless innovation
Emotional connection
Moodboard: A curated visual world of wood, horn, stone, and coloured acrylic. Influenced by architecture, fashion, and natural formations that convey versatility and scale.
Sketching & Material Experiments
Ideate
We sketched, iterated, and tested ideas exploring contrast and personal storytelling through scale, texture, and colour.
Material Choices: Wood, horn, acrylic, and stones—balancing boldness with Monies’ refined material legacy.
We prototyped jewellery 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
Outcome
Eclectic is a jewellery 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 jewellery for modern consumers.
Team
This project was developed by:
Sine Harwits
Jannie Sander
Olivia Velin Møgelvang
Simone Hechmann Ravn