My Jewellery packaging
My Jewellery is a fast-growing D2C fashion retailer specializing in women's jewellery, clothing, and accessories across Europe. Their packaging strategy leverages high-impact, branded rigid boxes and luxury bags to reinforce brand identity and enhance the customer experience.
Packaging Portfolio
My Jewellery’s packaging portfolio consists predominantly of rigid boxes for jewellery and high-quality paper bags for retail and gift presentation. Rigid boxes feature thick, premium materials with smooth finishes, magnetic closures, and custom inserts for secure product placement. The use of vibrant pink and metallic gold branding elements creates strong visual impact. Paper bags are constructed from heavy-weight, matte-finish stock, incorporating minimalistic brand marks and integrated handles for durability. Packaging formats are chosen for their ability to balance retail presentation, product protection, and consistent brand messaging.
The packaging is a sleek, upright paper bag with a minimalist design. It features a solid black exterior with a smooth texture and a matte finish. The bag has a rectangular base and tapers slightly towards the top, creating an elegant silhouette. The brand name 'my' is prominently displayed in a stylish, gold foil font at the bottom front of the bag. The edges are clean and well-formed, indicating high-quality construction. There are no visible handles, suggesting it may be designed for lighter items.
The packaging is a rigid box with a vibrant pink exterior. It features a circular window that showcases the jewelry inside. The box has clean, precise edges and folds, indicative of high-quality construction. The surface has a matte finish, giving it a premium feel. The front displays the brand name 'my' in a bold, gold font, along with the text 'Zodiac collection Scorpio' in a smaller font beneath it.
The packaging consists of a thick, sturdy box with a vibrant pink exterior. The box features a smooth surface with a glossy finish, enhancing its premium appearance. Inside, there are multiple inserts for holding jewelry items, including a necklace and earrings, which are displayed on individual cards. The overall construction is solid, indicating durability and a luxury feel.
The packaging is a square-shaped rigid box with thick walls, featuring a vibrant pink exterior. The box has a smooth finish and is adorned with a matching pink ribbon that has the brand name printed in a contrasting color. The edges of the box are clean and precise, with no visible fluting, indicating a premium construction. The box opens from the top, revealing a spacious interior suitable for jewelry.
The packaging consists of three paper bags of varying sizes, all featuring a sleek black exterior with a matte finish. The bags have clean, precise edges and a minimalist design, with the brand name 'my' printed in a metallic gold font on the front. The handles are integrated into the bag structure, providing a sturdy yet elegant appearance. The bags are unembellished, emphasizing a modern and upscale aesthetic.
The packaging is a rigid box with a sturdy construction, featuring thick walls and a premium feel. The exterior is a vibrant pink color, while the interior is a kraft brown, providing a contrast that enhances the luxury appearance. The box has a magnetic closure system, allowing it to open and close securely. The interior has a smooth finish, and the exterior may have a slight gloss. The box is designed with clean edges and precise folds, indicative of high-quality manufacturing.
About the Brand
My Jewellery delivers trend-driven jewellery, apparel, and accessories through an omni-channel presence, prioritizing visual branding and consumer engagement. The company integrates in-house creative processes with a focus on quality and presentation throughout its packaging strategy.
Established in 2011 and headquartered in the Netherlands, My Jewellery operates both online and through physical boutiques across several European markets. The brand targets fashion-conscious women and leverages bold, visually consistent packaging—including vibrant pink rigid boxes and minimalist black paper bags—to align with its modern, luxury positioning. Sustainability and ethical production practices are emerging priorities, but packaging is currently optimized for brand impact and unboxing experience.
Key Differentiator: Distinctive in-house design, frequent collection updates, and a unified packaging aesthetic set My Jewellery apart in the competitive fashion accessories segment.
Design System
Visual Style
Typography emphasizes bold, modern sans-serif fonts paired with elegant script elements for emphasis. The color palette centers on vibrant pink, black, kraft brown, and metallic gold, projecting a youthful yet premium image. Overall aesthetic is clean, bold, and highly cohesive.
Brand Identity
Consistent use of the 'my' logo and full brand name, often in metallic foil or high-contrast print, ensures visibility across all touchpoints. Minimal iconography is employed, focusing on logo repetition and distinctive colorways for strong brand recall.
Packaging Design
Material choices prioritize rigid board for boxes and heavy-weight paper for bags, supporting both product security and luxury positioning. Structural design features clean lines, hidden closures, and custom inserts, reflecting a focus on presentation and protection.
User Experience
Packaging is engineered to deliver a memorable unboxing moment, with tactile materials, clear visual branding, and functional layouts that simplify product access. The design reinforces the brand's identity at every stage of the customer journey, from in-store purchase to at-home delivery.
Company Metrics
Business insights for My Jewellery based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Fashion-conscious women in the Netherlands, Belgium, Germany, France, and wider European D2C e-commerce markets seeking trend-driven, affordable jewellery and apparel.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for My Jewellery based on industry standards and best practices
Frequently Asked Questions
What types of packaging does My Jewellery use for its products?
My Jewellery utilizes rigid gift boxes for jewellery and premium paper bags for retail and gifting. The packaging features vibrant colors, high-quality materials, and clear brand identifiers.
How does My Jewellery balance branding and sustainability in packaging?
While the brand emphasizes bold, branded packaging to enhance customer experience, there are ongoing efforts to incorporate more sustainable materials and practices, though the focus remains on presentation.
Are My Jewellery's packaging solutions suitable for shipping and in-store presentation?
Yes, their rigid boxes and paper bags are designed for both shipping durability and high visual appeal, optimizing protection and the unboxing experience.
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