BOMA JEWELRY




The Challenge 


Boma approached O&M with a few different problems needing solutions. After learning more about the company through CEO, Suzanne Chaya we learned that Boma has been around for 39 years. They are very well established and doing an amazing job in the wholesale realm. But it was apparent that O&M needed to help bring this brand up to speed in the digital space. Boma needed compelling and up to date imagery that appealed to their already existing customers as well as new incoming customers, a brand refresh, along with building an online audience to boost sales via e-commerce.

The Approach


After numerous meetings and discovery sessions, we came to the conclusion that we were going to need to take a storytelling approach. With Boma being a lead sterling silver company with over 200 employees it was key for us to tell the story of how this company came to be, why it is where it is today, and all of the amazing touch points they stand for. Boma is a nontoxic jewelry company with a brand ethos very rare. And we wanted to tell this story.





Social Media Management


Oak & Melanin produced supportive social media content for Boma Jewelry across platforms like Instagram and Facebook. By telling a story through visuals and photos O&M built a consistent and engaged audience around the brand refresh of Boma Jewelry.


It was key to share the main highlights of Boma when reintroducing their brand so that the existing customer wouldn’t be confused. We chose specific details and touch points such as the nontoxic elements of their jewelry to expand on and build out eye-catching content.


Creative / Art Direction


Focusing on a great outcome, we set out to show real people wearing Boma Jewelry. people beaming authentically who radiated the depth of a true Boma customer. This helped us to continue to appeal new and old audiences while staying true and authentic to what Boma is at its core: Humble. 

We set out to express the depth and richness of Boma
Jewelry to make them approachable. To achieve this we shot them alongside physical elements which accentuated their textures and brought them into the natural world.



Content Creation


We shot everything with exact consideration for its primary home, with people reacting to their jewelry.

Additionally, the content was designed to scale to a wide range of touchpoints so it would get mileage on site, in printed materials, digital ads, and in store.

The Outcome


As the brand strategists of Boma, we lead numerous creative outlets to success. We managed to build an ongoing audience through social platforms, as well as created a brand identity that spoke true to their already existing customer as well as new incoming customers. We managed their email campaigns as well as overall campaigns. Through creating a consisted brand look & feel we saw success in all forms.


Sharing The Story


We set out with the mission of telling the proper story for Boma. With a company being around for decades it was essential for us to nail down how and when to share different parts of the story. We learned the ins and outs and had the goal of not only sharing why their nontoxic jewelry is stunning, but their brand ethos. How they treat their silversmiths, breaking down the ideas around factory settings, and sharing the beginnings of the business and how they are relevant to today’s jewelry designs.