Behind the Sparkle of Local Gem Transforming to Household Name
For decades, Shaftel Diamonds has been Houston’s trusted destination for exquisite, custom-designed jewelry, offering exceptional value and unparalleled service. Behind the scenes, we’ve helped elevate their brand through traditional PR, strategic marketing, and innovative partnerships to further solidify their reputation as the premier choice for fine jewelry in the area.
Client: Shaftel Diamonds
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One of the city's most beloved family jewelers has used an on-going marketing strategy to attract buyers and raise overall brand awareness through thoughtful and meaningful partnerships that are aligned with their core family values. Shaftel Diamonds, a family-owned Houston jeweler is known for its exceptional craftsmanship, bespoke pieces, and generational expertise in fine jewelry.
Despite decades of trusted service and a loyal client base, Shaftel Diamonds had untapped potential to expand its presence beyond word-of-mouth into mainstream visibility. South House was brought on to modernize the brand’s image and position it as a go-to name in luxury jewelry — both in Houston and beyond.
We developed a 360° brand strategy that centered around strategic media placement, influencer partnerships, and a content refresh that emphasized Shaftel’s unique strengths: custom design, high-end gems, and a personalized client experience. Our goal was to bridge legacy and luxury with relevance and reach.
South House launched a series of seasonal PR campaigns that placed Shaftel Diamonds in front of the right audiences — from soon-to-be-engaged millennials to high-end collectors. We secured editorial features in PaperCity, Modern Luxury, Houston Chronicle, Houstonia, and CultureMap, and facilitated strategic influencer collaborations during key retail moments like Valentine’s Day, Mother’s Day, and the holiday season.
We also positioned Shaftel as a jewelry expert in lifestyle and bridal outlets, expanding their visibility through thought leadership and trend forecasting. Simultaneously, we guided the brand’s social presence toward more elevated, editorial-style content aligned with luxury retail trends.
Shaftel Diamonds is now a sought-after brand synonymous with custom craftsmanship and timeless luxury — a trusted name not only in fine jewelry, but in the Houston fashion, bridal, and gifting spaces. South House continues to support their evolution through high-impact storytelling and cultural connection.
