ZAXIE Calls on Toth+Co to Help Launch Fashion Jewelry Directly to Consumers


Gennaro, Inc., a 35-year old wholesale jewelry company in Cranston, Rhode Island, recognized a shift in the accessories climate driven by a growth in online shopping. Stefanie Taylor, president of Gennaro, Inc. wanted to leverage the company’s deep experience in the category and jewelry-making expertise by offering high quality accessories at an affordable price. She engaged Toth+Co to develop and launch a DTC branded ecommerce business, ZAXIE by Stefanie Taylor.

Toth+Co was tasked with creating a look and feel for all consumer touch points based on their defined consumer target who loves sparkle, shine, and fun, according to Toth+Co’s Director of Strategy and Experience, Simona Gaudio. “The ZAXIE girl takes time putting together an outfit and adding just the right accessories as the “finishing touch”. Her purchases are driven by occasion specific-needs, from wedding events to vacations, and Toth+Co’s design of the website’s navigation helps her shop by these special moments,” said Gaudio.

ZAXIE’s Stefanie Taylor added, "I'm excited to bring my dream to life with the help of great partners like Toth+Co. They were able to execute my vision and make moments-based accessory shopping a reality so everyone can sparkle like they mean it."

This same sparkly look and feel was applied to Toth+Co’s ecomm packaging design and marketing emails, and came to life on set at a shoot production capturing brand and social imagery.

Toth+Co’s Creative Director Wendy Brown commented, ” Working with Stefanie, we wanted to create a really ownable identity experience that reflects the fun, fearless, glamorous and premium positioning of the brand whose product is full of sparkle and shine. The outgoing and optimistic tone feels like you’re talking to your best girlfriend, which is a reflection of the brand being founded by women for women, and the beautifully bold jewelry.”

Toth+Co’s engagement with the brand spanned various touch points, including creative expression, look and feel, social media strategy, packaging, Ecommerce site design and development, shoot production and Ecommerce marketing, including emails and an influencer activation.

The new work breaks this month and billings for the activity were not disclosed.

About Gennaro:

Gennaro is a woman-owned and operated popular jewelry fashion house making jewelry magic happen for over 30 years. Gennaro’s goal is to make every women and girl feel beautiful and confident. Gennaro’s diverse clients include: Icing, Macy’s, BEBE, New York and Company, The Limited, G by Guess and Forever 21. For more information about Gennaro, please go to: Find Gennaro on Twitter, Facebook, and Instagram.

About Toth:

Toth+Co is an independent, full-service branding and advertising company with over 30 years of experience in the fashion and lifestyle space, servicing clients such as Tommy Hilfiger, Coach, Keds, Nautica, Timex, Ralph Lauren, J.Crew, Wrangler, G.H.Bass, NYDJ, L.L.Bean, Hickey Freeman and Hyatt brands.

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