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P h o t o v i a Pexe l s
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INTRODUCTION
Intent Statement
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Exuding an understated elegance in our designs, IKAR is a contemporary semi-fine jewellery brand born in Singapore. In elevating the brand to be distinct, every jewellery piece designed holds significant value. It justifies the brand value of symbolism, heirloom, purity, essence, and community.
9 The core objective of the brand is to translate Jewish religion into a modern lifestyle. From which, the greatest inspiration lies in the way the Jewish led their life. We associate this way of living with the physical objects around them, such as the prayer shawl, menorah and tree of life. Moving more in-depth into the symbolism and semiotics of these objects, it holds significant meaning in translating life values and reminders to the Jewish. With the brand, it is to create a bonded relationship with oneself. Our first collection looks into the spiritual growth of the Jewish women. These women hold a pivotal role in the family and are often seen as the one that crafts the character of the family. Inspired by the multi-layered poem from the Torah (Proverbs 31) “Women of Valor” also known as the Eishet Chayil is dedicated to the Jewish women. It speaks about the dedication given to the family; Jewish women commit their life to fulfil their mission to look after her husband and her children. The values and beliefs from the Torah are also conveyed through them to their children. Translating the way Jewish women lead their lives, it can literally be linked to the symbolistic “Tree of Life”. The mystical symbol represents a fresh start in life, growth and strength. It contains 10 Sephirot and 22 paths, in which forms the Hebrew letters.
INTENT STATEMENT
The collection serves as a connection to the audience to remind the dedicated doings of the women in their lives, and hence, reflects the spiritual growth of oneself. Till date, our strongest competitors based in Singapore are State Property for the statement contemporary pieces and The Mindful Company for their strong storytelling input on the brand. With a low budget of SGD1,200, we aim to launch the brand and the first collection in the form of an exhibition display. The displayed are not limited to the brand products, but as well as the various elements that showcase the Jewish heritage. The exhibited displays will have to include our five senses (touch, sight, smell, taste and sound), to be interactive with our guests. As proposed, the launch will tentatively be held in a Jewish home during Friday’s dinner. The launch project takes 14 weeks, from ideation, projection, execution, leading up to the exhibition. The ideation process mainly links up the ideas that were inspired by the Jewish Religion. That can include the historical aspect of the culture like the Tzitzit, the Torah (the Jewish Bible) and the ten commands. Modern interpretation will mainly aid the process of projection and execution. For the brand to successfully launch, primary and secondary data analysis will be completed before the launch. Primary data that are self-administered with potential customer surveys: focus group discussion and brick-and-mortar observations. Whereas, the secondary data collected are through case studies and online research.
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RESEARCH
Research Summary
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Origins of Judaism
Photo via The Independent
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BACKGROUND RESEARCH
Judaism is one of the oldest monotheistic religions and the Orthodox Jewish community was founded over 3500 years ago in the Middle East. Jews believe that God appointed the Jews to be his chosen people in order to set an example of holiness and ethical behaviour to the world. Jews believe that there is a single God who not only created the universe but with whom every Jew can have an individual relationship. In exchange for the many good deeds God has done and continues to do for the Jewish people, the Jews promise to keep the God’s laws and seek to bring holiness into every aspect of their lives. Judaism is the faith of a community and they do together a lot of things together like morning prayer, worship, and eat meals. Because Jews have made a bargain with God to keep his laws, they try to bring holiness into everything they do, by doing it in a way that praises and honors God. Their entire life becomes an act of worship.
Modesty is the foundation of Jewish values and is one of the fundamental underpinnings of the Jewish family.
The Jewish dress code has always been influenced by the Torah from both a ritual and a general perspective, but most notably with an emphasis on modesty. Modesty is of utmost important for both men and women.
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Jewish Dressing
P h o t o v i a D e u t s c h e l a n d Fu n k
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BACKGROUND RESEARCH
P h o t o co u r t e s y o f S a r a h At t a l i D e s i g n
Their Headwear Kippot/ Kippah is a brimless cap, usually made of cloth, worn by Jewish men as a sign of respect to God. However, on the occasion of Shabbat, Jewish holidays and other festivities, the Jewish mean use a specific type of fur hat to cover their heads, known as the shtreimel. Typically made of genuine fur from the tails of Canadian or Russian sable, stone marten, baum marten, or American gray fox, the shtreimel is the most costly piece, costing anywhere from $1,000 to $6,000. At Jewish weddings, it is customary for the bride’s father to buy a shtreimel for the groom.
In the Jewish culture, women usually are accustomed to cover their hair in order to signify their marital status. Covered hair shows others that the woman is married and should therefore not be approached by men. Tichel, also called a mitpachat, is the Yiddish word for the headscarf worn by many married Orthodox Jewish women in compliance with the code of modesty known as tzniut, which requires married women to cover their hair.Some modern women also use berets, hats and wigs.
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A Jewish woman’s daily attire usually includes a loosely fit blouse that covers the elbow, collarbone, and neckline. Woman’s Dress Skirts or dresses usually need to end at the ankle with stockings or pants underneath. Neutral colors are usually preferred and the woman are accustomed to wear the color ‘white’ on Shabbat day. Footwear is usually covered boots or shoes and open toe footwear requires the accompaniment of socks as flesh is not advisable to be shown. According to the Torah, wool and linen cannot be blended in the same garment.
Photo via Flickr
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BACKGROUND RESEARCH
P h o t o co u r t e s y o f M e d i eva l R i n g s
Wedding Ring Specifications for the wedding ring are very stringent. The ring can’t be decorated with any gems or stones. It should be solid all around with nothing cut all the way through the ring. Engraving into or cutting away to leave upraised letters on the outside of the wedding ring is popular and interior engraving of the wedding rings is permitted, A one ring wedding (where only the groom gives a ring to the bride) is permitted, however a two ring wedding is optional.
Ancient wedding ring (no longer used) featured wonderful miniature palaces, castles and temples, standing proudly in the place of a gemstone, and were often inscribed with Hebrew. The architectural symbols, which are thought to represent the marital home of the couple (and in some cases symbolised Solomon’s Temple in Jerusalem), were often turned into a clasp which when opened read “Mazal Tov” (Good Luck in Hebrew).
34 Demi Fine
Solid gold and silver up-trend for everyday pieces, confirming a move towards more formal accessories, and a smartened-up look for the season. Use smaller semi-fine stones such as opals and pearls to create a demi-fine look.
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TREND RESEARCH
P h o t o s v i a WG S N
Brushed Metals Evolving from A/W 18/19’s polished silvers, metals are lightly sanded and brushed for S/S 19, offering a more contemporary urban finish. Use silver, yellow gold and rose gold in slightly worn, textured finishes for a more muted look.
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Eva is an Arts Manager that has joined the art industry in Singapore, after finishing her Masters in Arts Management at Parsons New York three years ago.
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MARKET RESEARCH
Her day-to-day routine starts by having meetings with her colleagues and executives before she heads down to travelling down to the exhibited areas. She usually ends her work day by going back home, which located in Holland Village. On the weekends, she will drop by the park to enjoy her picnic with her and the natural breeze. She will spend her afternoon browsing the latest release of her Luncheon and Noon magazines and visiting several events happening around the city. She loves to indulge in her favourite magazines while sipping a hot cup of Earl Grey tea in the afternoon. With a hectic schedule, she spends most her other spare time shopping online for fashion and accessories. Some of her favourite High street stores are COS, Mango and C/MEO. Her favourite designer brands include The Row and Valentino.
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Photo via Pinterest
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REFLECTION
The Brand
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Design Development
Aleph The first letter of the Hebrew alphabet is called “Aleph” (pronounced as “ah-lef”). Aleph has no sound of its own, but usually has a vowel associated with it. The letter “Aleph” is the “father” of the Aleph-Bet, whose original pictograph represents an ox, strength and leader. Its numerical value is one and is a silent letter. As so, it is preeminent in its order and alludes to the ineffable mysteries of the oneness of God. Thus, the word “aluph” (derived from this letter) means “Master” or “Lord.”
In selecting this letter, it aligned with the poem “Women of Valour.” The women are categorised to be one; with one voice voicing out their hardships and enjoyments in performing the different roles entrusted to them. As such, “Aleph” signifies as a form of empowerment, or as its meaning, strength to the Jewish women.
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DESIGN DEVELOPMENT
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The Pictograph for “Tsade” further supports this representation in which is reflected as a man and an object. It signifies the righteous one and upright. Tsade
The eighteenth letter of the Hebrew alphabet is called “Tsade” (pronounced “tsah-dee”) and has the sound of “ts” as in “nuts.” The letter “Bet” also has the numerical value of 90. “Tsade” is formed from a bent Nun and Vav. The Nun represents a humble and faithful servant that is bent in submission. The Pictograph for “Tsade” further supports this representation in which is reflected as a man and an object. It signifies the righteous one and upright. In selecting this letter, it aligned with the poem “Women of Valour.” In the Hebrew Bible, extracted from the tzaddik v’yashar - Deut 32:4), the tzaddik is said to reflect the divine image. In context to a Jewish household, one of the responsibilities of a Jewish mother is to preach and educate her children with the right values according to His words.
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DESIGN DEVELOPMENT
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REINTERPRETATION
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PHOTOGRAPHY
102 Strategic Platform Insight
Point Of View
Consumer insight obtained showed that people are unaware of the Jewish culture; its roots, traditions and meanings behind its practices. It was also found that consumers are more willing to make a purchase from a brand with a strong brand story. These consumers are also willing to learn and explore about new cultural practices and religions. Hence, IKAR aims to celebrate a community of women coming together to explore a new culture.
IKAR’s approach to semi-fine jewelry is to produce meaningful pieces that hold symbolic significance, educating the consumers about the Jewish culture with each purchase through an art of storytelling. The aim is to translate the process of semi-fine jewelry into a meaningful and memorable experience that is suitable for everyday events.
Message
Takeaway Bringing every individual one step closer to the Jewish narrative with each purchase.
Enriching the consumer with the Jewish culture in the mind, body and spirit.
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MARKETING STRATEGIES
Creative Ideas 1. Internal Monologue
2. Philosophy
Create an ambience to resonate with the Jewish traditions so that people resonate with the cultural practices. Â The meaning and cultural / religious sentiment behind each design and the strength of women within the Jewish culture must be resonated.
IKAR believes in the process of slow cultivation, through the creation of an elegant Jewish identity unique to the customer. It is simple yet significant enough for customers to acquire the much aspired sophisticated manner of the Jewish tradition.
3. Action Throughout the campaign, the audience should familiarise themselves with the concept behind IKAR as a brand, even if it does not immediately lead to a direct sale. They are inclined to learn and explore the Jewish culture / religion, understand the brand story, specifically the contemporary designs for the modern woman. After engaging with the campaign, the audience can also book an appointment with the IKAR team and interact directly with the Founders. They are able to discover the classic Jewish traditions and are inclined to subscribe to its ideals.
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Our promotional component is composed by online and offline efforts. Online Promotional Efforts The use of influencer marketing, Get them to help generate the buzz, Newsletter sign-up for discount code on the website, and Electronic Direct Mailer
Offline Promotional Efforts Our offline efforts includes PR Tactics like RSVP and email pitches. 1. Follow-up on RSVP In the name of the founders, a personalised EDM will be sent out to the various guests a week before to serve as a personalised memo. 2. Media : Email Pitch Prior to the event invitation, an email pitch will be sent to the various media companies and editors of the magazines. To ensure its exclusivity, the pitch will only be sent to limited five medias.
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MARKETING STRATEGIES
Media Kit The Press Release & Media Kit will be sent to various companies that shown their interest in joining the event. It is encouraged that the various personnel engaged in “partial social sharing” to create some speculation/noise before the event, which may include Her World Magazine (@herworldsingapore) Her World Magazine targets female professionals who read their magazine. By promoting IKAR, we are able to reach our target audience of late 20s, Expat Living Singapore (@expatlivingsg) Having Expat Living Singapore to promote about IKAR, we can promote to the target audience we are aiming at – expats in Singapore.
Attendee List
Digital Platform
The list includes macro-influencer who has high influencing rate and believes in this campaign’s message.
HoneyCombers A digital platform updating individuals about the latest happenings in town on the go. LifeStyleAsia A digital platform updating individuals about the latest happenings in town on the go. Buro247 A digital platform providing latest news on fashion, beauty, watches, lifestyle and contemporary culture through an Asian lens.
Selected Key Media Personnels and Influencers may include; Tabitha Nauser (Radio 98.7fm DJ), Janice Koh (Singapore Actress and former nominated member of the Parliament), Beatrice Chia Richmond (Singapore Actress), Melissa Koh (Singapore Fashion influencer), Noelle Loh (Female Magazine Editor), Dhylan Boey (Her World Editor), Terence Lee (Nuyou Editor), Kenneth Goh (Harper’s Bazaar SG Editor), Yoyo Cao (Fashion Entrepreneur), Jade Seah (Singapore Model/Actress)
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The Future of Culture Is In Your Hands.
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