GEMLAY
From zero to launch — Antraajaal built the complete brand world for Gemlay Jewels, executed the jewellery shoot, organised the press conference, and activated the full digital presence for Mohali's new certified diamond and gold jewellery brand.
Diamonds for
Every Day.
Luxury Made Accessible.
Gemlay Jewels entered a category defined by intimidation — jewellery shopping has always been formal, high-pressure, and expensive. The Gemlay founders had a different vision: certified, BIS-hallmarked gold and 100% certified diamonds, lightweight and wearable every day, at prices that made luxury accessible to every millennial and Gen Z buyer who wanted to own something real.
The brand proposition was clear from the first briefing: 9K, 14K, 18K and 22K gold. Natural certified diamonds. BIS Hallmark on every piece. HUID traceability. Lifetime buyback. Cash on delivery. Delivered in 7–10 days. This was not jewellery as ceremony — it was jewellery as wardrobe. The kind you stack, layer, and wear to work as easily as you wear it to a wedding.
The name Gemlay — a coined word fusing gem and lay (to place, to set, to arrange) — carried both the jewellery reference and the sense of daily, effortless wearing. Antraajaal's task was to build a brand world around that proposition and launch it — completely, loudly, and memorably — into the Tricity market and the Indian online jewellery space simultaneously.
Build a jewellery brand that a 28-year-old professional wants to wear every day. Then launch it in a way that the Tricity jewellery market cannot ignore.
From an Idea to a Brand
the Tricity Couldn't
Stop Talking About
A brand launch in the jewellery category requires more than a good logo and a nice Instagram page. It requires an event, a moment, a press story, and a visual portfolio that gives every journalist, influencer and potential customer something they want to share. Antraajaal orchestrated every stage.
The Images That
Sell Before the Price Tag.
A jewellery brand lives or dies by its photography. In an online-first business where a customer cannot hold the piece, the image has to carry the full sensory experience of the product — the weight, the sparkle, the wearability. Antraajaal directed Gemlay's signature shoot to do exactly that.
Art Direction: The shoot was art-directed to position Gemlay in the space it occupies: contemporary accessible luxury. Not the cold white-box minimalism of a corporate catalogue, and not the heavy opulence of a traditional jewellery house. Something in between — warm, real, wearable. Models in modern clothing, natural-light aesthetic, styled to feel like a person someone aspires to be rather than an idealised fantasy.
Product Photography: Close-up jewellery photography — rings, earrings, pendants, bangles — shot to show the diamond certification quality, the hallmark finish, and the intricate craftsmanship of each piece. Macro photography for the diamond close-ups that appear on the website product pages, where a customer needs to see every facet before committing to a purchase.
Lifestyle Photography: The "stack and layer" concept — multiple pieces worn together in casual everyday settings — was central to Gemlay's brand messaging. Lifestyle shots showing rings stacked on natural hands, earrings paired with minimal outfits, pendants layered on real skin. The photography that appears on social media and in digital campaigns, where aspiration converts to purchase.
Campaign Hero Images: Full campaign shots for the launch — used across the website homepage, press materials, Meta ad creatives, in-store display and the media kit. The definitive first impression of Gemlay Jewels as a brand.
The first time a potential Gemlay customer sees the brand is through an image. That image is the shop floor, the salesperson and the closing argument all at once. We shot every frame with that responsibility in mind.
The Moment That
Told the Media:
Notice This Brand.
A press conference for a jewellery brand is a statement of seriousness — it tells the media that this is not just another boutique opening but a brand with ambition, a story, and something genuinely worth covering. Antraajaal designed and produced every element of the Gemlay press conference with that intent.
Backdrop & Stage Design: The press conference backdrop — the most photographed element of any media event — was designed in the Gemlay brand identity with the jewellery collection hero imagery, brand mark and the launch messaging prominently positioned. Every photograph taken by every journalist or influencer at the event would carry the Gemlay visual identity into their coverage.
Media Kit: A premium media kit designed and printed for every journalist and media professional in attendance — containing the brand story, founder profiles, jewellery collection lookbook pages, press release, high-resolution photography for editorial use, and product specification sheets. Designed to make writing about Gemlay easy, and make the resulting coverage consistent with the brand's positioning.
Press Goodie Bags: Branded goodie bags containing Gemlay packaging, selected jewellery pieces, brand documentation and the kind of presentation quality that turns a press attendee into a brand advocate from the moment they receive it.
Event Photography & Coverage: The press conference was fully documented — event photography for brand records, social media coverage during the event, and content created specifically for the Gemlay Instagram and Facebook accounts from the day's proceedings.
A well-designed press conference does not just generate press coverage — it generates the photographs that the brand uses for the next year. Every surface, every printed piece, every branded element was designed as a content asset, not just an event decoration.
From the Showroom
to Every Screen
in India
Website — Ecommerce & Brand: Gemlay's website was built as both the brand's digital home and its primary sales channel — a clean, jewellery-focused ecommerce experience with the full product catalogue, certification information, BIS Hallmark verification guidance, size guides, and the trust-building content (COD, lifetime buyback, certified diamonds, 7-day delivery) that converts a browser into a buyer. SEO-optimised for "certified diamond jewellery India", "lightweight gold jewellery online", "BIS hallmark diamond rings".
Social Media — @gemlay_jewels: Instagram and Facebook content built around the jewellery shoot output — product drops, styling posts, gifting content, collection launches, and the educational content about diamond certification and gold hallmarking that differentiated Gemlay from less transparent competitors. The grid was designed as a continuous visual experience — every post in the brand palette, every caption in the brand voice.
Meta Ads — Reach the Right Buyer: Facebook and Instagram campaigns targeting 22–38 year old women in India — interest-based targeting across jewellery, fashion, gifting, wedding and lifestyle categories. Product catalogue ads showing individual pieces with pricing, direct-to-checkout links. Retargeting campaigns for website visitors and cart abandoners. Festive season campaigns for Diwali, Valentine's Day, Mother's Day and birthday gifting moments.
Influencer Marketing: Collaborations with fashion and lifestyle micro-influencers in the Chandigarh-Delhi corridor and beyond — product gifting campaigns that put Gemlay jewellery on the social feeds of audiences who trusted the influencer's taste before they'd heard the brand name.
In the online jewellery market, the customer needs to trust the quality before they buy something they cannot touch. Every piece of digital content Antraajaal produced for Gemlay was designed to build that trust — certification, hallmarking, transparency, and the confidence that comes from knowing exactly what you're buying.
Everything a Brand
Needs to Launch Right.
A Launch the Tricity
Talked About
Identity & Content
- Complete brand identity — logo, palette, guidelines
- Full jewellery shoot — product, lifestyle, campaign
- Packaging design — boxes, pouches, gifting
- Print collateral — cards, certificates, in-store
- Press media kit — lookbook, press release, assets
Press & Store Launch
- Press conference — full event production
- Media kit and press goodie bags delivered
- Grand store launch — Jubilee Junction, Mohali
- Launch event branding and standees
- Event photography and live social coverage
Website, Social & Ads
- Ecommerce website — full product catalogue
- @gemlay_jewels social media activated
- Meta Ads — product, retargeting, festive campaigns
- Influencer gifting programme launched
- Local SEO — Mohali jewellery searches
We came to Antraajaal with a dream — a jewellery brand that made certified diamonds accessible to people who deserved them. They gave us the name, the identity, the shoot that made every piece look like it deserved to be in a window, and the press conference that made Tricity sit up and notice. Gemlay exists because of the launch Antraajaal built for it.
— Gemlay Jewels | Jubilee Junction, Mohali
