Case Study: Jewellery Photography Malaysia

Poh Kong, a renowned jewellery brand in Malaysia, has solidified its place as a trusted name for high-quality gold, diamonds, and bespoke jewellery pieces. Established with a commitment to craftsmanship and premium materials, Poh Kong’s reputation stretches across generations. The brand is known for its wide range of offerings, from everyday luxury items to intricate, high-value pieces for special occasions. Poh Kong entrusted us for this jewellery photography project to create a visual narrative for their latest gold and diamond series, launched in tandem with a Mother’s Day promotion.

 

Client: Poh Kong

Industry: Jewellery

Service Focus: Lifestyle product photography

 

 

Project Overview

Our photography team was commissioned to execute a comprehensive photo shoot focused on two primary objectives:

1. Showcasing the New Gold and Diamond Series: The launch of this new series represents a significant step for Poh Kong. It combines timeless elegance with contemporary design, making it a compelling choice for young professionals and mature customers. Our task was to ensure that the photography highlighted each piece’s craftsmanship, sparkle, and luxury.
2. Creating a Mother’s Day Campaign Visual Narrative: Mother’s Day is a special occasion, and gifting jewellery is one of the most cherished ways to express appreciation. The challenge was to capture not only the brilliance of the jewellery but also the emotional value it holds as a gift for mothers. The campaign needed to evoke warmth, love, and the essence of maternal bonds.

 

Objectives

1. Product Focus: The New Gold and Diamond Series

Poh Kong’s new series is designed to exude luxury and sophistication. From intricately detailed diamond necklaces to elegant gold bracelets, the collection captures the essence of exclusivity. Our primary goal was to showcase the following attributes:

• The intricacy of Design: Each piece in the series represents careful craftsmanship, with fine detailing in the cuts, settings, and designs. We aimed to highlight these intricacies through macro photography techniques that captured the delicate elements in each item.
• Brilliance and Sparkle: One of the biggest challenges in jewellery photography is accurately representing the shine and brilliance of diamonds and gold. Through strategic lighting techniques, we sought to make these elements shimmer in a way that captivates the viewer’s attention.
• Versatility of Pieces: The new series caters to a broad audience with versatile designs for everyday wear and special occasions. We needed to create imagery that reflects this versatility.

 

2. Emotional Appeal: The Mother’s Day Promotion

The Mother’s Day promotion added an emotional layer to the project. While luxury and sophistication were key, the heart of this campaign was capturing the emotional depth of gifting these pieces to mothers. We wanted the images to speak directly to the sentiments of gratitude, love, and appreciation that people feel for their mothers.

 

 

Our Approach for Lifestyle Jewellery Photography

Pre-Production Planning

Before we began the shoot, we conducted a detailed pre-production phase where we closely collaborated with Poh Kong’s marketing team to understand their vision, objectives, and brand aesthetics. We spent time understanding the essence of the new series and discussing the emotional tones they wanted for the Mother’s Day promotion.

• Mood Boards and Concepts: Based on the brief, we prepared mood boards that included lighting ideas, background settings, and poses for the lifestyle shots. We explored various ways to position the jewellery, aiming to highlight both the products and their emotional significance.
• Props and Models: We selected props that would complement the gold and diamond pieces, such as velvet-lined boxes, rich textiles, and soft lighting elements. We also propose and chose models carefully to ensure they resonated with Poh Kong’s target audience—elegant, modern, and timeless.

 

Shooting the New Gold and Diamond Series

The focus for the product-centric shots was entirely on highlighting the craftsmanship and elegance of each piece. To ensure the focus remained on the jewellery, we used simple, elegant backgrounds—usually in soft hues like off-white or light grey—that made the gold and diamonds pop, thereby enhancing the visibility and appeal of the product. The key for the Mother’s Day-focused segment was to create warmth and emotional resonance. We shot the jewellery in relatable, everyday settings:

• Gifting Moments: To evoke the feeling of a Mother’s Day gift, we photographed models handing the jewellery to their “mothers” in gift boxes.
• Elegant Styling: In other shots, we captured models wearing the jewellery in soft, natural light, symbolizing the connection between the gift and its recipient. The focus was on facial expressions and subtle body language that portrayed the tenderness of a mother-child relationship.

 

Post-Production and Editing

After the shoot, the images underwent post-production to ensure that every detail was perfect. This phase involved:

• Retouching involves fine-tuning the brightness, contrast, and clarity to make the gold and diamonds shine without altering their natural beauty.
• Colour Correction: Adjusting tones to ensure the gold appeared rich and the diamonds sparkled in all lighting conditions.
• Background Clean-Up: Where reflections or unwanted shadows appeared, they were cleaned up to maintain focus on the jewelry.

 

This jewellery photography campaign for Poh Kong showcases the importance of combining technical expertise with emotional storytelling in product photography. By meticulously capturing the brilliance of the jewellery and aligning the imagery with the theme of Mother’s Day, we were able to help Poh Kong create a successful promotional campaign that resonated with its customers and enhanced its brand image.

 

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