Shreve, Crump & Low was founded in 1796 by John McFarlane in Boston, MA as “America’s Oldest Purveyor of Fine Gifts”. The allAmerican brand captured the hearts of New Englanders especially as they expanded to Chestnut Hill, MA and Greenwich, CT in more recent years. However, the grandfathered brand does not wish to advertise and lacks a quality presence in social media. As a result, they possess a weak brand perception. Their customer base is comprised of well-to-do, family-oriented New Englanders ages 25 to 65 who care about luxury and quality.
“ We are p roud of our clas s ic des ig ns and timele ss o f f eri ng s, and w ant t h e m to be pas s ed from g eneration to g enerati o n.�
“In this project I wish to capture the essence of Shreve, Crump & Low in a way the brand has never been able to capture before; an advertisement that is timeless and shows the brand’s value of passing on jewelry from generation to generation. Thus, I want to photograph a mother and daughter duo. The photographs will highlight the beauty and memories girls have when when looking at their mother’s jewelry. By the time it is passed through multiple generations, each piece has seen so much love and happiness that makes them undoubtedly more special than a new luxury item.”
Models: Caitlin Murphy (mother), Scarlett Betancur (youngest daughter), Caedie Brewer (older daughter) Photographer: Autumn Foutz Location: Whitefield Square, Savannah, GA Date and Time: April 22. 2017, 2:00pm
1. Mother with arm around standing daughter 2. Child resting head on mother’s lap 3. Mom and daughter looking up, shot from above 4. Mother holding daughter in arms 5. Daughter holding mother’s necklace 6. Daughter touching mother’s necklace around mother’s neck