Atteline PR - Jacquie Aiche girl with a jewelery
Atteline PR - Jacquie Aiche girl in red coat with jewellery

Jacquie Aiche

Launch in the UAE

THE BRIEF

Established in 2007, Jacquie Aiche, a renowned jewellery designer known for her distinctive creations blending body jewellery, diamonds, gold layers, and intricate inlay designs, carved a niche with her eponymous collection.

Garnering a following dubbed a “tribe,” including celebrities such as Rihanna, Gigi Hadid, and Hailey Bieber, the brand sought regional expansion in “2018,” entrusting Atteline with the crucial task of elevating brand visibility.

Atteline formulated a robust strategy to catapult the brand into the limelight, mainly with media relations and without the ability to host events or offer product gifting and loans.

THE DELIVERY

Atteline began by conducting comprehensive research on the media landscape in the region, identifying the most relevant publications.

The team created a tailored media list, including print and digital publications and journalists covering fashion, lifestyle, and luxury.

The team then drafted and dispatched a series of press releases highlighting the brand’s launches and collaboration, which were sent to the media list.

In addition to press releases, Atteline developed an engaging story angle showcasing Jacquie Aiche’s unique design philosophy and journey as a jewellery designer.

The team pitched this story to different media outlets and secured exclusive interviews with the designer for top-tier publications.

THE OUTCOME

  • Build brand awareness – We saw coverage circulation of over 1.1 Billion and got our brand in front of new audiences. We saw a total PR value of over USD 138 Million to date

  • Manage brand reputation – Through 100% key message penetration in our coverage, our brand messaging was positive and accurate

  • Strong regional coverage – The strategy was highly effective with dedicated features, product placement, interviews with Tier A beauty & fashion and luxury titles (both English and Arabic) such as MOJEH Magazine, Vogue Arabia, ELLE Arabia, Emirates Woman, Gheir, Grazia Middle East, Hia Magazine, Kul Al Usra, L’Officiel Arabia, Harper’s Bazaar Arabia and Sayidaty to name a few

  • A total advertising equivalent of $ 46,119,265.84