Jolee’s Jewels

Crafting Luxury

EK Success, a leader in the paper crafting and scrapbooking industry, came to the Willoughby Innovation Lab team for help optimizing a partnership with Swarovski in the jewelry crafting category. The licensing agreement required that the Swarovski name be secondary to an established crafting brand to create this new product offering. Willoughby explored concepts that leverage the luxury Swarovski brand through the packaging experience. The cartouche is a reflection of the intricacy of each crystal bead (the product), purposefully reflecting the many facets and delights found in each and every crystal.