A brand that sparkles

A few days ago, I made a purchase. Not from a physical or online store — but from a person.

When I was handed the box containing a piece of jewellery, I was enamored. Not just by the beauty of the product but the experience that encompassed this purchase. At Rehla Design, we create authentic brands and I've had countless interactions with a variety of brands, but Sheen left an impression.

The brand that you see on the website and across its social media is beautifully captivating. Gorgeous images and a style dedicated to individuality. But many other boutique jewellers provide the same promises. The stark difference was in the way, Nosheen, founder of Sheen, carried her words through in every interaction.

The interactions were genuine and sincere. From social media, I learnt of the story behind her designs — a desire to infuse her Kashmiri cultural heritage into something tangible. But the story did not end there as it usually does, where there is disconnect between messages conveyed through advertisements and experiences received in person.

“Millennials love the idea of authenticity. Authenticity, roots, and honesty are fundamentally key to them. They expect brands to tell the truth and to have “honest” ingredients.”

— Cheryl Swanson, Principal, Toniq

As a brand ambassador, Nosheen embodies the beauty she designs. The stories she shares on her website and social media speak about passion and love — then you meet the person and at every step of the way she repeats, "I hope you will love it." The brand feels real and indeed, as a customer, I viscerally connect to her passion for humanity and culture through jewellery she designs.

For me, Sheen is a prime example of how a brand successfully connects with millennials. As Cheryl Swanson, a designer who has developed a visually based approach to the business of branding, said in an interview once, "millennials love the idea of authenticity. Authenticity, roots, and honesty are fundamentally key to them. They expect brands to tell the truth and to have "honest" ingredients."

Yup, that's Sheen!