Dameo - a new brand as a basis for further growth

Another successful entrepreneurial story comes to us from Dameo, a new jewelry brand that offers carefully curated collections of silver and gold jewelry, as well as watches from renowned global manufacturers to its customers. When you want to mark an important moment or simply indulge yourself, the Dameo team will make an effort to assist you in choosing and creating the perfect gift for any occasion.

Our interviewee, Jelena Radonjić-Đurković, decided to apply her knowledge and experience in the field of communications to the development of the family business and the new Dameo brand after many years of working in the corporate sector. The company had been present in the market for more than 10 years under the name "Silver Gift."

Although customers associated this name with a quality and affordable offer, it limited the expansion of the product portfolio and further development. The new Dameo brand was carefully designed to meet the needs of clients and the market while providing the potential for further growth. "The slogan of the Dameo brand is 'For Your Important Moments,' and it best reflects our mission, which is to enable everyone to find the perfect gift for every moment they want to celebrate... Whether it's an important date, a birthday, an anniversary, godparenting, graduation... Or just a moment when they want to treat themselves. We are here because such moments mean life," said Radonjić-Đurković.

As our interviewee emphasizes, the development of the brand's strategy and the implementation of the rebranding project are demanding and complex endeavors that required the support of experts from various fields.

Knowing about the support program for small and medium-sized enterprises, we turned to the EBRD to provide the necessary funds for implementation. The application process itself was straightforward, involving document collection and filling out the application form.

Once we received the green light, we chose consultants and prepared a draft project task. I would especially like to emphasize that we had great support from the EBRD team in all phases, which was open to cooperation and ready to resolve even the smallest doubts related to the application process. With their support, we selected a team of consultants from the Fleka agency, whose creativity and expertise in developing a new visual identity were crucial for the success of the entire project," said Radonjić-Đurković, highlighting that creating a new brand for a family business was more challenging than working on similar projects in a corporation. In large systems, you have large teams where each person specializes and possesses expertise in a specific area.

In a small business, you have to take on multiple roles at once, and it can be overwhelming when you have a complex project ahead of you. That's why EBRD support was so important to us, as it helped us secure the necessary resources and assemble a consulting 'dream team' that had a strategic approach to the development of the new brand and its presentation to the target audiences,"

Our interviewee highlights that during the development of the new brand's visual identity, they were guided primarily by the principle of simplicity while keeping in mind the need for the brand to be authentic and recognizable, as well as faithfully reflecting the company's values. This was achieved by creating an original typographic solution and visual elements that were symbolically linked to the nature of the business, along with the selection of a color palette that further emphasized the brand's messages.

Special attention was given to the design and creation of new packaging, which added additional value and dimension to Dameo products, something that clients particularly appreciate. These are products chosen as gifts for important occasions, and as such, they convey strong messages and emotions. That's why, in addition to the design and product quality, the appearance of the packaging needed to be given special importance.

When planning the rebranding campaign, we focused on social media as a key communication channel and tailored the content to creatively and entertainingly introduce the new brand and explain the reasons for the change.

It was necessary to apply the new brand appropriately to all elements that interact with clients, starting with the web store at the new addresswww.dameo.me, then the exteriors and interiors of six retail stores, social media profiles, uniforms, packaging, promotional materials, and various advertising surfaces. It was a challenging but successful endeavor that our interviewee says was carried out with dedication and love.

Today, six months after the launch of the new brand, the company has expanded its product portfolio by introducing a line of gold jewelry and several new lines of watches from prestigious global manufacturers. The new brand enabled the company to position itself in a new way and open a completely new market segment and chapter in its development. "A strategically designed, clear, and consistent communication was key to the acceptance and positioning of the new brand. This is a process that is still ongoing, and there are many challenges, but we have laid good foundations and taken the most important step," Radonjić-Đurković emphasized, expressing gratitude for the support of the EBRD team and the consultants from the Fleka agency who helped bring the vision of the new brand to life in the best possible way.