From Name Change to Brand Elevation: The Signature Reinvention of a Jewelry Icon

Client overview

Deeta, formerly known as Khushboo Lakhi, is an award-winning jewelry designer celebrated for her organic, handcrafted designs. Based in Jaipur and later Mumbai, her work is sought after globally, with a prominent client base in New York. Deeta’s jewelry emphasizes modern elegance and sustainability, with designs often featured in high-profile exhibitions

When Deeta approached us post-name change, we knew we weren’t just designing a logo—we were stitching together identity and legacy. We created a signature-style brand mark that felt deeply personal and instantly recognizable. It honored her design ethos while gently guiding her audience through the shift from Khushboo to Deeta.

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Our design choices leaned into quiet luxury. We used rose-gold foiling, muted pinks, and sleek textures—mirroring her handcrafted pieces. From jewelry boxes to show booths, every touchpoint became a tactile extension of her artistry. It wasn’t about flash; it was about elegance speaking in hushed, confident tones.

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What made this rebrand unique was its intimacy. We weren’t introducing a new designer; we were reintroducing a beloved one. By weaving narrative-driven messaging across her brand, we ensured her clientele didn’t feel lost in the change. The transition wasn’t just smooth—it felt inevitable, like the next chapter in a beautiful story.

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