Enea Jewelers
The power of adornment.
From Etsy shop to luxury retailer
CHALLENGE
Enea made gold jewelry meticulously crafted by three generations of goldsmiths based in Athens, Greece. They were attempting to grow a US presence through Etsy, yet everything was reading generic and inexpensive. Shoppers also couldn’t tell whether the studio or product was legitimate.
SOLUTION
We shaped a world that invites people into the family’s Greek heritage and the natural beauty of their home — and made that story, along with 50-years of craftsmanship, the reason to buy. We also renamed the brand Enea, the Greek word for nine, a number with personal meaning for founder, Lakis Tasatzis.
Alongside the rebrand, Letter A partnered with Moonshot Consulting on product strategy, clarifying a crowded assortment down to a point of view they credibly could own: chains. Enea now solely focuses on delicate chain-based pieces that “drape, dance, and glint with quiet magic”.
Enea walked away with a voice, taglines, a visual identity, and photo art direction. What’s been a delight is watching their team build upon it — new collections, new campaigns, all of it unmistakably theirs.
WE DELIVERED
Product Strategy
Brand Positioning
Renaming
Copywriting
Taglines
Logo Design
Visual Identity
Packaging Design
Photo Art Direction
IN COLLABORATION WITH
“I am most proud of how the rebrand gave us the confidence to just be ourselves.
It has been exciting to see that authenticity resonate with people. More than the numbers and metrics, it thrills me to see that what my grandfather built is still reaching so many new customers. It allowed us to talk about our roots, share my legacy in goldsmithing, while we remain the same family-run studio.”
LAKIS TASATZIS
CEO + FOUNDER, ENEA JEWELRY
The new name and brand identiy helped separate Enea from its previous identity on Etsy moving them into a luxury niche market.Following a higher investment in product and editorial imagery, as well as paid acquisition, sales from US customers increased by 70% and checkout conversion rate increased 39%.
