Snowdon is a bespoke jewelry house that embodies unassuming luxury and quiet rebellion. Inspired by Margaret Rose Windsor, the Countess of Snowdon, the brand presses against the tradition of quiet and cold jewelry stores that offer more skepticism of their viewers than celebration of their experience.

When developing the brand identity, we led with a story, encapsulated by true, lived, experience with the industry. In the world of jewelry, the crown jewels demand recognition in a way that is loud, solidified, and grounded in centuries-old tradition. It’s this same structured attitude that has trickled down into cold stares and stifled conversations of today’s jewelry stores. It’s unapproachable, it’s aloof, and it’s detrimental to the client’s confidence and spirit.

Snowdon was designed as an antidote of this rapport. While keeping the strength and reputation surrounding the royal family’s jewelry, the brand leans into the understated and less obvious side of the lineage: the younger sister of Queen Elizabeth II, Margaret Rose Windsor, Countess of Snowdon—aka “the rebel princess.”

Margaret is the cornerstone of the store, with roots on Mustique Island, the Countess’ preferred vacation oasis, its New York City brownstone welcomes you in, by appointment, to the home rather than the store. The jewelry, displayed in custom built in cases throughout the home consume the customer with the illusion that they are visiting an old friend that duels out diamonds in a casual yet poised setting, positioning the consumer as a cherished and trusted equal rather than a selectively welcomed shopper. The store’s signature sent is housed in a hand-crafted ceramic vessel and presented in a self-securing package designed to unfold like the petals of a flower.

Don’t misunderstand, Snowdon is not by any stretch of the term “accessible luxury.” The brand has an exclusive clientele and offers pricing that speak to it’s position in the field. And yet - it’s quiet and unwavering confidence hold the brand. The store itself has no signage apart from the small brand mark, chiseled into the brownstone exterior.

Snowdon was designed as a case study.