JADE by Monica and Karishma is a luxury bridal couture brand that caters to a niche set of brides seeking one-of-a-kind, high-end wedding ensembles.

Known for its attention to detail, heritage-inspired craftsmanship, and timeless designs, the brand blends traditional techniques with modern sensibilities, creating masterpieces for women who appreciate heritage, exclusivity, and artistry.

Campaigns

A Summer Memoir

A Summer Memoir was a campaign, conceptualised during the COVID pandemic, a time when emotions …

Bani Thani

Bani Thani

Bani Thani was a campaign that beautifully intertwined heritage, royalty, and the timeless art of …

Tara

Tara was an extraordinary campaign commemorating JADE’s 15th anniversary, brought to life amidst the ethereal …

Tara Evening

Tara – Evening Edit

Tara Evening Edit was an elegant extension of the Ladakh shoot, offering a modern and …

The Bride and Groom Edit

The Bride and Groom Edit was an evocative campaign designed to immerse the audience in …

Threads of love

Threads of Love

Threads of Love was a campaign born in the challenging times of the pandemic, conceptualized …

Real Bride

The Real Bride Series

The Real Bride Series was a heartfelt campaign celebrating the individuality and personal stories of …

Objective

Our goal was to elevate the brand through a targeted, aspirational social media strategy that reflected the brand’s commitment to craftsmanship, heritage, and community building. We wanted to highlight the brand’s strengths beyond just fashion—focusing on the broader narrative of women empowerment, the designers’ passion for crafts, and the role of real brides in telling the brand’s story.

Strategy

Our content strategy integrated a variety of tactics:

  • Eclectic Campaigns: We launched campaigns that aligned with the designers’ vision, showcasing not only the intricacy of the couture but also highlighting the stories of real brides and their emotional journeys. These campaigns reflected the diversity of brides—capturing different body types, personalities, and wedding settings.
  • Real Brides and Real Women as Brand Ambassadors: We focused on using real brides as brand ambassadors, allowing them to tell their stories and become the face of the brand. This not only showcased the garments but also celebrated the emotional significance of the dresses in real-life wedding stories.
  • Heritage and Craftsmanship Focus: We spotlighted the designers’ deep love for heritage and their commitment to preserving traditional craftsmanship. By telling the stories of the artisans and craftspeople involved in creating each piece, we connected the brand to a broader narrative of cultural preservation and love for craftsmanship.
  • Empowering Women: We consistently spoke about the strength and elegance of women, celebrating the women workforce that makes JADE’s creations possible. This empowered narrative resonated deeply with our audience, reflecting the brand’s ethos of craftsmanship and femininity.
  • Collection Campaigns: Each collection draws inspiration from a specific region’s craft traditions, blending heritage with modern luxury. Our approach focused on telling the story of the collection’s unique craftsmanship, while integrating the glamour and luxury that defines JADE. Each campaign highlighted the artisans behind the designs, showcasing their craft alongside the narrative and theme of the campaign. Through visually stunning campaigns, we brought the cultural essence of each collection to life, paired with glamorous photography and videography that maintained the brand’s luxurious appeal. The result was a series of campaigns that celebrated both heritage and luxury, resonating deeply with audiences and positioning JADE as a brand that values heritage, craftsmanship, and community.

Execution

Through meticulously curated social media content—featuring behind-the-scenes glimpses of the design process, interviews with the designers, and personal stories from real brides—we built an online community that celebrated the essence of JADE beyond just couture. Each campaign and post served to elevate the brand as a symbol of heritage, craftsmanship, and the strength of women.

We also used diverse branding strategies that spanned influencer partnerships, brand collaborations, to amplify the brand’s message across multiple platforms, creating a holistic digital presence. The use of high-quality photography and videography played a key role in bringing the intricate details of the designs and the emotional stories of the brides to life.

Results

By focusing on authenticity, craftsmanship, and community, we successfully positioned JADE by Monica and Karishma as not just a luxury bridal brand, but a powerful representation of women’s strength, heritage, and Indian craft. Real brides became key advocates, sharing their experiences and reinforcing the brand’s aspirational yet accessible image. Ultimately, this approach helped solidify JADE’s position in the luxury bridal space as a brand that values authenticity, craftsmanship, and community over just fashion.